ADIDAS

Identity Design / Art Direction & Illustration

Through Honoring Black Excellence (HBE) adidas honors black excellence for the same reason, there are statues, memorials, streets, and more celebrating impactful individuals — appreciation, respect, and legacy. Recognizing black achievements provides representation, hope, and visibility to black individuals to let them know they are more than the images of what they see in the media. Black excellence is the pinnacle of conquering all that is in front of those who embody a by any means mentality for success. And if we don’t honor that, who will?

Theme: Flowers While They’re Still Here

In Kanye West’s song “Big Brother” which is a tribute to Jay-Z, he states “If you admire somebody you go on ‘head tell ‘em, because people never get the flowers while they can still smell ‘em.” The song and the line made a huge impact on black culture with many other artists repeating their own versions, and the phrase became a common way to communicate appreciation for one another. Twelve years later, the line retains impact because it’s rooted in compassion and honesty.

Often, Black History campaigns/initiatives focus more on history than the present or future. The theme Flowers While They’re Still Here not only honors Black History but provides a runway for Honoring Black Excellence to show love and acknowledgment to Black leaders and influencers of today and tomorrow.

The goal

Create a brand identity for the Honoring Black Excellence initiative called “Flowers While They’re Still Here” that celebrates the limitless creators that are changing lives through sport, honoring the individuals who are making a difference and inspire the next generation.

The concept

A type-based design fluidly arranged is visually framed by an organic shape of a flower. Leveraging the HBE color palette, the spectrum widens adding contrast and optimizing legibility.

Color palette

Color continuity from HBE overarching creative direction

“Loyalty, got royalty / Inside my DNA “ - KENDRICK LEMAR

Purple connects the rich history of kings and queens in Africa to the celebration and acknowledgment of the heroes who inspire us each and every day.

Orange is the combination of the color red - which represents the blood and sacrifice for social equality —and yellow, which represents the strong and resilient spirit of a diverse culture that shines every day.

Additional branding variations and icons for reduced space applications.

Messaging inspiration

My contributions

Research, art direction, design, and illustration.

Client: adidas HBE Global Committee
Agency: Adidas NAM Brand Design
My Role: Art Direction & Identity Design
Producer: Russell Borne

FLOWERS WHILE THEY'RE STILL HERE