ASICS Tiger + ASICS

Client: ASICS Tiger
Role: Designer, Animator
Team: Laura Stein, Chris Braden, Tatsumi Taeron, Kyosuke Nishida, Alexandre Viault, Karol Dybalski, Margot Fabre
Awards: Notable Visual Communication Award: Core77 Design Awards 2017

ASICS Tiger is a platform for contemporary sports lifestyle, inspired by the company's iconic designs of the 70s, 80s and 90s. Expanding upon the ASICS seminal logo, the new identity for ASICS Tiger acts as a link between the label’s heritage and contemporary culture. BMD collaborated with Kontrapunkt to develop a custom typeface that helps give the brand its completely unique flavor. 

Under the creative direction of Laura Stein and Chris Braden, it was my job to help implement the design system across multiple applications including packaging, interior design, illustration, and animation. I was lead animator on the team and developed the brand animation style. The new identity performed extremely well and received the Notable Visual Communication Award from the 2017 Core77 Design Awards.

ASICS has a rich heritage and esteemed technical expertise, and BMD was hired to refresh the identity and help to position the company as a lifestyle brand. The goal was to capture the joy and positivity that sports bring to all aspects of life, as well as by the galvanizing spirit of the athletes who drive the energy of ASICS.

Working within the strategy team, I helped reconfigure the brand architecture to streamline the implementation of our new identity system across multiple platforms, as well as improve customer navigation of the brand. As a designer and lead animator on the team, I helped create a wide range visual assets, including for packaging, marketing, and brand animations. The brand was rolled out across multiple touchpoints, including core packaging guidelines, graphic and photographic language, a footwear style guide, a brand book, and a custom typeface developed in collaboration with Kontrapunkt. The result is joyful and powerful.