Designs featuring Lewis Hamilton – not used in final creative.

Addendum: Shortly after I worked with Reebok Russia on a POS image promoting ZigTech hightop boots.

We designed a core information graphic, showing the movement of air from one pod to another, plus bold typography to illustrate improved fitness and strength.

RunTone and TrainTone moving-air pod information graphics.

Standard poster and locker-door poster formats.

Spinning ceiling hanger.

Counter top leaflet dispenser.

Transparent rubber bosu-ball shoe display and leaflet dispenser.

Postcards.

Gym towels and “magic” expanding flannels.

Branded drink dispenser cups and coffee holder, stress balls, gym card holder and lanyard…

Large format window and mirror “footprint” vinyls, fridge magnets and stickers.

Bitmap Graphics -

Graphics and layouts followed the SuperSuper nu-rave counter culture anti-design aesthetic. We combined crude pixelated hand drawn elements with low-res photography in bold colour combinations to create a distinctive tribal aesthetic.

Layout Style -

Type was stacked and arranged in unusual blocks, supported by a pixelated graphic device.

Smashed Typography -

A serif display font was smashed up. Occasional characters were removed or turned upside down adding emphasis to slogans and messages. The process alludes to urban decay, vandalism and the irreverence of youth.

Following the completion of the football visual language, the Reebok brand underwent a fundamental repositioning resulting in a new corporate identity and signature. Apropos- consequently modified the visual language to come in line with the new identity. This involved creating a custom “smashed” version of the new Reebok Cachet font.

Advertising -

A campaign to promote Reebok’s football collection at Intersport stores across Europe.

YOUR MOVE advertising campaign by McGarry Bowen, incorporating elements from the football visual language.

Web -

Reebok Football web site following the visual language guidelines.

Following on from the 06/7 campaign, we designed a new visual language for the 07/8 seasons. Some elements were evolutions of the previous identity – ie. the logo and photography brief. But with the graphics we decided on a more confrontational approach. Scratched and painted type and graphics produced a more aggressive message. While the competition continued in it’s corporate clinical technology aesthetic we wanted Reebok to stand out as the credible urban football brand.

Painted & Scratched Graphics -

Painted and scratched elements were widely used in product designs. In communication lifestyle graphics use painted type while performance used scratched lettering. Both have an amateur quality as part of the street authentic anti-design approach.

Product -

Painted and scratched graphics were developed with Roddy D’Arcy for use as decorative elements on lifestyle product.

Advertising -

Leagas Delaney designed the print campaign in line with the visual language. We created the graphic headline text for both performance and lifestyle campaigns.

Sales Launch Display Panels -

A series of graphic panels designed for break-out rooms at the Reebok global sales launch.

Point of Sale -

The visual language was followed for store fronts, product displays and merchandising equipment.

Web -

We worked with Skive and Reebok to create a design that reinforces the aggression and irreverence of the new football campaign. As each new page loads it obliterates the last, as if over painted. Painted and scratched graphic element were created by Apropos, also a simplified custom version of the hand drawn type face.

Given to attendees of Thierry Henry’s and Andriy Shevchenko’s launch events. Packs included a folder, headed stationery and product information cards. Printed by The Good News Press.

07/08 Sprintfit Press Launch

Distributed at an event previewing Reebok’s new football boot technology. Printed by The Good News Press.

Product Graphics -

Above: Football design using the Simplified Product Signature. Apropos- worked closely with product designer Roddy D’Arcy on the lifestyle product graphics. This consisted of application of brand elements to trims. Also decorative elements for use on jackets, hoodies and T-shirts. Some graphic elements were taken directly from the visual language. Others were created specifically for application to the lifestyle product collection.

Press Launch Venues -

M&C Saatchi commissioned Apropos to design the graphics for both Thierry Henry and Andriy Shevchenko press launches. Henry’s was held at The Vinyl Factory, a converted underground car park behind Phonica in London’s Soho. Shevchenko’s press launch took place on the Thames at Westminster Boating Base. Before final artwork, we produced a series of visuals to illustrate how graphics and lighting would impact each space. We also designed invites, product cards and a press pack folder.

Each launch is covered in greater detail within our Blog:
An Audience with Thierry Henry …
Andriy Shevchenko …

Advertising -

The advertising campaign was produced by Leagas Delaney. Photography by Perou. Typography, branding, photography and image processing were dictated by the visual language document created by Apropos. More detail of the campaign cane be seen at this link: Reebok Football Advertising 07/08 …

Point of Sale -

Merchandising apparatus and other point of sale material also received the visual language treatment. Apropos produced initial designs for in-store product display equipment. These were then applied to hanging racks, gondolas, banners, seating and shelving systems. We also designed a unique Reebok Football area, inside Footlocker’s Oxford Street store.

Website -

The web and viral campaign was produced by Skive. Apropos met with the developers at the commissioning stage and reviewed the designs during development for consistency with our visual language.