06
ADIDAS MW 

Visual Identity Member Week,
a digital festival for adidas members.  




Members Week is a yearly digital festival exclusive to adiclub members. It celebrates the brand and their community of members, by bringing them together with talents, artists, athletes, product drops and rewards across a range of social and digital experiences.

MW 2021 celebrated change and new possibilities as a main topic. We based the idea of our identity on the exploration of the three states of matter. We created a CGI film where we developed a visual narrative around the transformation of solid to liquid to gas and based the whole the communication of the festival on those visuals.


WHAT
Art Direction 
Visual Identity

WHEN
2021
ROLE
Snr Art Director/Creative Lead

TEAM
CD: Nadége de Castro
Concept/Copy: Tom Biddulph
Design: Delia Mennel
Producer: Cory Chonko/Martin Granger
PM: Petra Bax

CGI: Woodwork Amsterdam




Members Week states of matter CGI film 



 


SOLID

LIQUID

GAS




MEMBERS WEEK LOCKUP
This MW edition happened at a transitional moment for adidas membership program. We opted to keep a pretty minimal design approach to the lockup in order to respect this transition, as well as balance out with the elaborated CGI visuals.



PRIMARY EXPRESSION



SECONDARY EXPRESSION







MOTION EXPLORATION - the lockup is incorporated in the CGI visuals



ID IN USE - Exemples of different touchpoints