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Art Direction Content Strategy Lead Designer
Evolving the Fila brand while consolidating their fragmented global image via a flexible toolkit.
I helped re-imagine the global landing page to unify the Fila brand while looking for opportunities to evolve their brand. Prior to our involvement, Fila had serious fragmentation across their regions since each operated fully autonomously. In an effort to globally consolidate their image, I helped to explore a flexible system for their landing pages that could accommodate a wide variance in content needs– giving each region approved tools to merchandise product, and tell the brand story in a cohesive way. While making the system robust and flexible to accommodate the continual fluxuation in seasonal and regional needs, we also need to make it fool-proof in a way where it could not break upon implementation.
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