Asics — Brand development

Asics was the brand that true sportspeople loved but didn’t know why - Joshua helped that connection grow into an even more heartfelt relationship. Asics needed more human and emotional appeal.

 

To improve the consistency of the brand expression, Joshua created a new identity fuelled by the ASICS concept of ‘True Sports Performance’. By talking to sportspeople at many levels about what is important in their world, he developed ‘Six Truths’ to explain this core idea and directly translate it into identity guidelines.

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To show the brand’s sports expertise in new, less technology-based ways, he developed a tone of voice and photography style based on shared, real experiences with consumers. By bringing the brand ‘inside the ropes’, the new identity aims to make the brand the go-to sports company not only for top quality products but also for advice, support, events and training.