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33.8492° N, 118.3884° W
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03.2019
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A High-level look of collaborative works.
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End-to-end creative development, with focuses in branding and interactive design.
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An ever-growing collection of my creative works across mediums, disciplines, etc.
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My Work as an indepndent creative director +designer.
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A divergent stream of my creative consciousness.
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PUBLISHED
2017
Interactive
Fashion
Fila
®
@ BASIC
Global Toolkit
[ Desc. ]
Evolving the Fila brand while consolidating their fragmented global image via a flexible toolkit.
[ Tags ]
Design
Fashion
Lifestyle
Interactive
Content Strategy
Art direction
Brand Strategy
Design Direction
Branding
↓
Explore
↓
Case Study
grid
Timeline
033.8622°118.3995°

Fila came to BASIC in search of some brand unity. Because of the way their business is structured, Fila in one country can be very different to Fila in another. In an effort to facilitate some cohesion, they wanted to created a toolkit that would entice each region to leverage these tools, and subsequently unify their appearance.

In order to achieve this, we wanted to use a modular approach, where their homepages could be created using any combination of modules to tell different seasonal stories. Lookbook modules, news modules, social, etc. Within each, there would also be a system of baked-in variations that would help avoid repetition, or a lack of continuity without oversight or placing restrictions on how it could be used.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

gfdsgdsf

033.8622°118.3995°

Leveraging Vintage Vibes

Fila is a company with an interesting juxtaposition of it's past and present. They have tons of history, going all the way back to likes of Bjorn Borg rocking the iconic pinstripes– a classic look that set the standard and tone for tennis apparel for some time. Currently, depending on the country, Fila is something of a dissonant.. I think? They also appear self-aware of that fact, so they're free to follow their own path– regardless of what's going on around them. That being said, the goal was to nod to the past, but embrace it's present.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

  • sdfsafdsafdsaf
  • dsaff

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

[ inspiration not currently available ]
033.8622°118.3995°

Modules on modules on modules on...

The process on this one wasn't an exact science by any means. We relied on Fila to tell us their needs, and we went about addressing it through various modules that could fill that need. The standard fashion/e-comm modules were of course there, as well as some additional story-telling options. We of course were thinking of natural pairings of modules that could work well together to tell a story, but it was imperative that the designs worked in any possible order seeing as there was no oversight of how other regions would apply this toolkit.

The end results were ok. Some of the brand colors were not my fav to work with in unison– I wish there was more flexibility to nudge things in different directions, but things like that are staples of the Fila brand that were (understandably) non-negotiable.

[ 
Fila-Hero-In
.mp4
 ]
Featured
[ Desc. ]
Look at ways of animating in a heavy handed gradient overlay.
Design
Motion
Interactive
5600K
Motion
8
192
true
[ 
Fila_Collection-module-04
.JPG
 ]
[ Desc. ]
A carousel look book module created for both functional and aesthetic direction
Design
E-comm
Art direction
Design Direction
5600K
Design
6
255
false
[ 
Fila_lookbook-module
.JPG
 ]
[ Desc. ]
A look book module from a broader toolkit to help Fila homogenize their brand aesthetic.
Design
Design Direction
Art direction
Fashion
Lifestyle
5600K
Design
6
127
false
[ 
FILA_lookbook-Proof-of-concept
.JPG
 ]
[ Desc. ]
A crude proof of concept showing a potential scrolling concept through the lookbook.
Design Direction
Design
Content Strategy
Interactive
E-comm
5600K
Design
7
Lifestyle
192
false
[ 
fila-fullpage-direction3
.JPG
 ]
[ Desc. ]
A sample homepage combining different modules.
Design Direction
Design
Content Strategy
Interactive
E-comm
5600K
Design
7
192
false
[ 
Fila_LookBook-05
.JPG
 ]
[ Desc. ]
A lookbook module that tries to leverage the Fila brand colors in interaction models/overlays.
Design Direction
Design
Content Strategy
Interactive
5600K
Design
7
192
false
[ 
Fila-Hero-05
.JPG
 ]
[ 
Fila_Lookbook-Module-03
.JPG
 ]
[ 
Fila_hero-03.1
.JPG
 ]
[ Desc. ]
Simplicity and bold colors have home with Fila for sure.
Design
Fashion
Interactive
Art direction
Design Direction
3250K
Design
8
127
false
033.8622°118.3995°

A high-level of churn

With so many areas open to interpretation, there was a lot churn involved on this one. Due to some other circumstances, we had a particularly high-level of exploration and iteration than we had initially expected.

¯\_(ツ)_/¯
[ Nothing here...yet ]
033.8622°118.3995°
Attribution +
Add'l Info
‍
Design Director
Jon Way

‍

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Block quote

Ordered list

  1. Item 1
  2. Item 2
  3. Item 3

Unordered list

  • Item A
  • Item B
  • Item C

Text link

Subscript

Title
Fila
Project
Global Toolkit
Context
@ BASIC
Responsibilities
Art Direction, Content Strategy, Lead Designer
Project Type
Interactive
Tags
Content
[ 00-0 ]
Intro
↴
[ 00-1 ]
Preface
↴
[ 00-2 ]
Inspo + Intro
↴
[ 00-3 ]
Output
↴
[ 00-4 ]
Process
↓
[ 00-5 ]
Scraps
↓
[ 00-6 ]
Project Details
↓
Re:Routing
[ 00-7 ]
Contact
↴
[ 00-8 ]
Related Projects
↴
[ 00-9 ]
Related Tags
↴

Fila came to BASIC in search of some brand unity. Because of the way their business is structured, Fila in one country can be very different to Fila in another. In an effort to facilitate some cohesion, they wanted to created a toolkit that would entice each region to leverage these tools, and subsequently unify their appearance.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

gfdsgdsf

In order to achieve this, we wanted to use a modular approach, where their homepages could be created using any combination of modules to tell different seasonal stories. Lookbook modules, news modules, social, etc. Within each, there would also be a system of baked-in variations that would help avoid repetition, or a lack of continuity without oversight or placing restrictions on how it could be used.

[ 
Fila_AD3-grid-excerpt
.JPG
 ]
An excerpt of a tabbed grid approach to seasonal releases.
[ 
Fila_AD-grid-1
.JPG
 ]
An excerpt of a longer page, showing a more minimal and editorial layout of product.
[ 
Fila_Collection-module-04
.JPG
 ]
A carousel look book module created for both functional and aesthetic direction
[ 
Fila_lookbook-module
.JPG
 ]
A look book module from a broader toolkit to help Fila homogenize their brand aesthetic.
[ 
FILA_lookbook-Proof-of-concept
.JPG
 ]
A crude proof of concept showing a potential scrolling concept through the lookbook.
[ 
fila-fullpage-direction3
.JPG
 ]
A sample homepage combining different modules.
[ 
Fila_LookBook-05
.JPG
 ]
A lookbook module that tries to leverage the Fila brand colors in interaction models/overlays.
[ 
Fila-Hero-05
.JPG
 ]
[ 
Fila_Lookbook-Module-03
.JPG
 ]
[ 
Fila-Hero-In
.mp4
 ]
Look at ways of animating in a heavy handed gradient overlay.
[ 
Fila_hero-03.1
.JPG
 ]
Simplicity and bold colors have home with Fila for sure.
033.8622°118.3995°

A high-level of churn

With so many areas open to interpretation, there was a lot churn involved on this one. Due to some other circumstances, we had a particularly high-level of exploration and iteration than we had initially expected.

¯\_(ツ)_/¯
[ Nothing here...yet ]
033.8622°118.3995°
Attribution +
Add'l Info
‍
Design Director
Jon Way

‍

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Block quote

Ordered list

  1. Item 1
  2. Item 2
  3. Item 3

Unordered list

  • Item A
  • Item B
  • Item C

Text link

Subscript

Title
Fila
Project
Global Toolkit
Context
@ BASIC
Responsibilities
Art Direction, Content Strategy, Lead Designer
Project Type
Interactive
Tags
Design
Fashion
Lifestyle
Interactive
Content Strategy
Art direction
Brand Strategy
Design Direction
Branding

Fila came to BASIC in search of some brand unity. Because of the way their business is structured, Fila in one country can be very different to Fila in another. In an effort to facilitate some cohesion, they wanted to created a toolkit that would entice each region to leverage these tools, and subsequently unify their appearance.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

gfdsgdsf

In order to achieve this, we wanted to use a modular approach, where their homepages could be created using any combination of modules to tell different seasonal stories. Lookbook modules, news modules, social, etc. Within each, there would also be a system of baked-in variations that would help avoid repetition, or a lack of continuity without oversight or placing restrictions on how it could be used.


↓ ContenT type ↓
2017

↓ Where in Process ↓
Inspiration (Sample)
[ inspiration not currently available ]
Ideation (Sample)
¯\_(ツ)_/¯
[ Nothing here...yet ]
Project Output
Design
Fila_AD-grid-1
.JPG
Scraps
An excerpt of a longer page, showing a more minimal and editorial layout of product.
Design
Fila_AD3-grid-excerpt
.JPG
Scraps
An excerpt of a tabbed grid approach to seasonal releases.
Design
Fila_lookbook-module
.JPG
Final
A look book module from a broader toolkit to help Fila homogenize their brand aesthetic.
Design
Fila_Collection-module-04
.JPG
Final
A carousel look book module created for both functional and aesthetic direction
Design
Fila_Lookbook-Module-03
.JPG
Final
Design
Fila-Hero-05
.JPG
Final
Design
Fila_LookBook-05
.JPG
Final
A lookbook module that tries to leverage the Fila brand colors in interaction models/overlays.
Design
fila-fullpage-direction3
.JPG
Final
A sample homepage combining different modules.
Design
FILA_lookbook-Proof-of-concept
.JPG
Final
A crude proof of concept showing a potential scrolling concept through the lookbook.
Design
Fila_hero-03.1
.JPG
Final
Simplicity and bold colors have home with Fila for sure.
Motion
Fila-Hero-In
.mp4
Final
Look at ways of animating in a heavy handed gradient overlay.
033.8622°118.3995°
Attribution +
Add'l Info
‍
Design Director
Jon Way

‍

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5
Heading 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Block quote

Ordered list

  1. Item 1
  2. Item 2
  3. Item 3

Unordered list

  • Item A
  • Item B
  • Item C

Text link

Subscript

Title
Fila
Project
Global Toolkit
Context
@ BASIC
Responsibilities
Art Direction, Content Strategy, Lead Designer
Project Type
Interactive
Tags
Design
Fashion
Lifestyle
Interactive
Content Strategy
Art direction
Brand Strategy
Design Direction
Branding
[ 00-0 ]
Intro
↴
[ 00-1 ]
Inspiration
↴
[ 00-2 ]
Ideation
↴
[ 00-3 ]
Output
↴
[ 00-4 ]
Attribution
↴
Design
Fashion
Lifestyle
Interactive
Content Strategy
Art direction
Brand Strategy
Design Direction
Branding