Art Direction & Graphic desing for Global Campaign scaled to 70 countries

Creative leadership in a competitive global environment

As Associate Creative Director at the Brandesign agency, I took on the challenge of leading the art direction and visual execution of Joma Sports’ international campaign. The strategic challenge was twofold: to unify the visual narrative of a high-performance technical brand and to ensure it could be seamlessly adapted to markets as diverse as Europe, the Americas and Asia, whilst maintaining the impact of the message across all media and cultures.

THE STRATEGY

Art Direction

Product Photography

Creative Concept Development

Brand Identity Design

Production and Asset Management

Art Direction

Defining the campaign’s visual identity (photographic style, image processing and composition). I established an epic, high-tech visual tone that elevated Joma’s brand perception, positioning it as a cutting-edge brand in the international market.

Creative Conceptualisation

The creation of a dynamic and technical aesthetic designed to strengthen Joma’s position against its global competitors, focusing on the epic nature of sport and product innovation.

Brand Identity & Logo Design

Development of brand systems and logos tailored to Joma’s various product lines and global sponsorship partnerships. The aim was to give each division its own distinct, technical and modern identity, whilst maintaining consistency with the parent brand.

Multi-market Asset Management

Diseño de un ecosistema modular para su implementación omnicanal. Esto permitió una transición fluida entre los contenidos destinados al comercio minorista, la publicidad exterior a gran escala y las campañas digitales de rendimiento.

International Brand Stewardship

Overseeing and implementing the adaptation of the campaign for different regions, ensuring that Joma’s visual identity and tone of voice remained consistent across three continents.