With all of the content on Reebok’s site, we intend to:
Inspire. We encourage our audience to embrace who they are yet push the boundaries of what they can achieve.
Empower. We instill and reinforce personal strength and confidence.
Excite. We motivate people to embrace their potential.
Relate. We connect with customers in an authentic way to instill a sense of belonging and reciprocity.
While creating visual stories that are both idealized and slightly abstracted, we use complementary language that leans poetic with a simple and direct tone. The presentation of Reebok’s new identity is all about bright, simple, and beautiful imagery and copy that inspires and steers clear of the technical.
Daring.
The work should push boundaries yet be strong and focused. In both design and functionality, we strive for unique expression of boldness and memorability.
Conversational.
We want to communicate with customers in ways they communicate with each other—direct, friendly, expressive, effortless, and casual. We use this not only in our copy, but in our design, our motion, and in the details.
Harmonious.
The expression of the brand should exhibit balance in all aspects. Visual harmony is essential in creating a modern, fashionable aesthetic. Copy balance will integrate the visual with the messaging in an imaginative way that can skew both minimalist and expand into more complex layouts when needed.
Edgy.
We want to be at the forefront of industry trends and be experimental with designs, layouts, and messaging.