Overview

• This project addresses the Adidas assignment brief to explore the meaning of "Comfort" for the brand, specifically within the Vietnamese market. It focuses on extending the brand by linking comfort not just to physical aspects but to the emotional comfort of self-expression. 

• The core concept, "Free-way," targets young adults in Asian societies who may feel restricted by societal or familial expectations. The project aims to develop a narrative, a communication strategy, an innovative footwear approach (via customization), and a brand experience that empowers individuals to express their unique identities, encapsulated in the slogan "Feels good to be me"

• Concept Name & Slogan: "Free-way" was chosen to encourage individuals to pursue their own paths, reinforced by the slogan "Feels good to be me".   

• Logo Development: An abstract logo was created with a central shape representing youthful vitality, flanked by two shapes symbolizing music notes moving in opposite directions, signifying the freedom to choose one's own direction.   

• Mark-making & Pattern Exploration: Freestyle mark-making and patterns were developed, emphasizing unique, eye-catching graphic elements using the defined color palette, rather than fixed, repeating patterns.

Sketch & Ideation

• Footwear Customization Concept: The final concept deviates from traditional footwear design, focusing instead on a customization service. Customers purchase minimalistic, all-white or all-black Adidas shoes along with separate sticker pads.   

• Sticker Pads: These pads act as the canvas for decoration, applied onto the shoe. They are designed to be removable and re-stickable, preventing damage to the shoe itself and allowing users to change the design or remove it for different occasions. This aligns with the theme of versatility and personal choice.   

• Campaign Visuals & Promotion:

  • Advertisements were designed to announce the new service and event, featuring the vibrant visual style.   

  • A promotional video concept was developed using the campaign's colors and music to express activity and creativity, highlighting the easy application and removal of the sticker pads.   

  • The campaign rollout includes social media announcements and registration forms for early access.

• Campaign Strategy: The primary goal is to promote the new customization service and reinforce Adidas's encouragement of self-expression. The strategy involves collaborating with diverse artists for customization, potentially as a seasonal offering to introduce varied styles. The core mechanism involves customers buying a pair of shoes and the sticker pads for customization.   

• "Free-way" Brand Event:

  • Format: Weekend events held in accessible public spaces (malls, parks) targeting 200-300 attendees.   

  • Experience Flow: Attendees check in, receive shoes with blank sticker pads, and choose between having artists customize their stickers or doing it themselves at a dedicated booth with provided tools and guidance. A payment desk handles service fees and sells merchandise.

  • Event Space Design: The space includes check-in, payment, artist booths, and self-customization areas. Sportswear-related sculptures serve as decor and photo opportunities. Dynamic lighting shifts from bright daytime colors to a neon-accented dark mode at night.

Practical Application 

(Brand Experience & Campaign Strategy)

• My Role as Project Manager: Beyond design tasks, I acted as the team's project manager. This involved planning and coordinating tasks through meetings (face-to-face and online using Miro) and gathering input from team members. I also oversaw the team's design style consistency across different outputs like the booklet and animation.

• Team Collaboration Reflection: The team worked well together over the four weeks. Members actively contributed ideas and fulfilled project requirements. While some members were quiet or preferred remote work, they consistently completed tasks and helped solve problems as a group. I had a positive experience collaborating with them and appreciate their efforts.

Teamwork &

Project Management