Sound Mind in a Sound Body
Towards the end of 2020, ASICS was preparing for a rebrand.
Global Headquarters worked with the BMD Agency on the Brand Guidelines. They included a new color palette, font, tagline and brand platform. As leader for the user experience within the Digital Ecosystem, I am leading the vision for how we translate the guidelines for the digital experience.
As a project, we were on a very tight deadline to update the expierence to reflect the new brand. We received the new guidelines in October and had to update across the Americas, Europe, Japan and Australia in 4 months. The 4 months included visual ideation as well as finished development. We were ready to launch on time in January.
Overview of the packed timeline for rebrand.
I first worked with the product and development teams to determine the right scope to fit within the timeline while having a lasting impact on the overall branded look and feel. For large global sites it’s very risky to introduce too much change in critical areas like checkout or discovery in the chances that they break or interrupt the consumer’s journey without planned testing.
I directed some major changes and we planned on a number of fast follows to test in after launch. Since this wan’t a major technology change, items like better transitions and animations were out of scope.
Building for the Future
Below are two areas I would like to call out among the others that you can already see on ASICS.com.
The PDP is a high traffic area that we really wanted to open up and make feel airy along the “Sound Mind, Sound Body” brand platform and also transcend all of the types of products we sell on ASICS. The old look/feel was heavy and clashed with creative done for our SportStyle category. We wanted it to feel more like a canvas on which any type of product could feel part of the ASICS brand but not overburdened by its performance sport priority.
PDP 2019
Sound Mind, Sound Body Rebrand PDP 2021
Even small details were considered as we reflected on where ASICS has been and where’s it going. ASICS was originally a B2B and outlet shopping. It has come a long way. We’ll be moving from the cart to a shopping bag as part of our final D2C maturity.
OneASICS
The second example is a rebranding and feature expansion of our OneASICS membership progressive web app. This expierence is used at Point of Sale for membership identification and benefits. It is soon to become more of a flagship app for ASICS that includes eCommerce.
One ASICS PWA 2019
OneASICS PWA Q4 2021
(Plus tons of new features that I will call out in a future case study.)