Asics running shoe collection

Development of creative direction for the AYAMi collection of women’s performance footwear AW 2012. Brands with highly specialized in-house design teams can benefit from external creative input to boost inspiration. To this end Joanna Boothman created a provocative story using thoughts, images and conceptual sketches with suggestive details. This story served as a guide for the ASICS footwear designers and a design check for the European ASICS team of marketeers and colour/materials specialists. It was important to provide open-ended inspiration that the Asics designers could build upon and make their own.

A number of creative sparks emerged, such as a ‘bold heel delivery’, ‘dynamic layering’ and ‘fluid lines’. These ideas helped give shape to the collection of 7 models. Even a new asymmetrical model was designed, shown here with a new lacing concept.

Visit also The Virtual Shoe Museum

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The Importance of Story-Telling

Overview of the story-telling creation. Brands with highly specialized in-house design teams can benefit from this type of external input to boost inspiration. The story Layer Logic was compiled using thoughts, images and conceptual sketches.

Asics running shoe collection

Development of creative direction for the AYAMi collection of women’s performance footwear AW 2012. Brands with highly specialized in-house design teams can benefit from external creative input to boost inspiration. To this end Joanna Boothman created a provocative story using thoughts, images and conceptual sketches with suggestive details. This story served as a guide for the ASICS footwear designers and a design check for the European ASICS team of marketeers and colour/materials specialists. It was important to provide open-ended inspiration that the Asics designers could build upon and make their own.

A number of creative sparks emerged, such as a ‘bold heel delivery’, ‘dynamic layering’ and ‘fluid lines’. These ideas helped give shape to the collection of 7 models. Even a new asymmetrical model was designed, shown here with a new lacing concept.

Visit also The Virtual Shoe Museum

The Importance of Story-Telling

Overview of the story-telling creation. Brands with highly specialized in-house design teams can benefit from this type of external input to boost inspiration. The story Layer Logic was compiled using thoughts, images and conceptual sketches.

 

Layer Logic story telling

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