Decathlon Winter Campaign
Overview
Led the visual direction for the Winter Campaign, incorporating torn-edge elements and brand colors to highlight the energy of snow sports. Designed visuals that enhanced brand identity and created an engaging connection with winter sports enthusiasts.
Role
Graphic Design, Concept Lead
Company
Decathlon
Duration
2 months
Purpose
To position Decathlon as a multi-sport brand by inspiring Taiwanese customers to enrich their winter, whether through travel skiing adventures with loved ones or exploring diverse sports.
Concept
This commercial campaign highlights Decathlon's diverse range of 80+ sports, encouraging everyone to embrace the joy of winter sports. Whether skiing with family and friends or exploring new pursuits like hiking or indoor fitness, the campaign inspires togetherness and adventure. Connect to the brand tagline Ready to play, it invites everyone to team up and play to the fullest this winter!
What I Do
Visual Design Leadership
Led the creation of impactful visuals for the Winter campaign, focusing on aligning the design with Decathlon's brand identity while capturing the dynamic energy of winter sports.
Customizing for Touchpoints
Collaborated with cross-functional teams to understand the unique requirements of each touchpoint (e.g., online ads, offline ceiling poster, social media) and created tailored designs that would resonate across different platforms, ensuring visual consistency and seamless customer experience.
Cohesive Campaign Strategy
Addressed the challenge of overlapping campaigns (Winter Campaign and Double 11) by developing a unified design system. Ensured the use of consistent visual elements to avoid confusion and maintain clear communication with customers during the busy promotional period.
Graphic Mood
Captured the essence of winter sports through dynamic visuals, aligning with Decathlon’s brand identity and engaging diverse audiences.
Integrated Decathlon's brand colors with "torn edge" design to evoke the natural irregularity of snow layers, creating a unique seasonal aesthetic.
Developed dynamic compositions that mimic snow breaking during motion, enhancing the campaign's energy and action-oriented appeal.
Blended natural textures with clean, modern typography to immerse viewers in the winter sports atmosphere while maintaining brand consistency.
