What We’re Made of Matters
Developing a design system to differentiate Reebok’s sustainability push for recycled and plant based products.
The work set out to differentiate Reebok’s first sustainability push across recycled and plant based product lines. A new visual direction was developed in partnership with product and marketing teams, building a design system that brought the natural materials to life. Because what Reebok’s products are made of matters.
Role: Art Direction & Design
Client: Reebok
The Elements as a Campaign
Once the visual identity for each element was finalized, it was applied across the website, social, and out-of-home product campaign experiences. Every shoe featuring one of these new sustainable materials was identified with its corresponding image.
The Elements We’re Working With
Bloom Algae
Castor Bean Oil
Natural Rubber
Eucalyptus Bark
Recycled Polyester
We put all the best ingredients into a blender to create a powerful smoothie? Yes, you heard right! When your shoes become to worn to wear, you’ll know they are perfectly tenderized and ready to create new life.
The Process
We explored many different elemental concepts before reaching the final design.
Composition & Color
Pencil Tests
Material Render Explorations
[REE]CYCLED
Reebok’s first footwear and apparel collection made from recycled polyester featured rich imagery and videos to highlight the reconstruction of threads. Each activation was paired with threads to highlight reused polyester with color and dynamic movement.
[REE]GROW
Floatride was the inception for Reebok’s plant-based performance shoe line - the first of its kind in the market. The campaign leaned into the natural materials but showcasing the performance. Because no compromises were made to better the world.
Credits
Creative Directors
Anastasia Bogdanova
ACD
Jeremy Haunschild
ACD Copy
Carissa Romain
Producers
Kayla Beuchs
Motion/Animation
BlackMath