JD Sports 2022
Black-Owned Brands
The Black-Owned Brands campaign for JD Sports highlights black-owned brands, highlighting JD exclusive apparel capsules. The objective of this program was to create a system that elevates each unique, exclusive capsule & tell the story of both the brand & inspiration for the capsule. An editorial-inspired typographic layout tied each launch together visually, while also allowing each launch to highlight & tell their own unique stories. The visual strategy was to have 2 types of assets: product-led or a brand-led storytelling depending on where the asset lived in the customer journey.
Product-focused messaging lives where we are trying to funnel the path to purchase.
Led with product & ended with brand storytelling for channels like social media & email where the user is used to scrolling / long storytelling formats.
“The Inkwell” Capsule IG Post | “Change the World” Capsule IG Post | “Water is the Weapon and the Shield” Capsule IG Post
Brand-focused messaging lives where we are trying to tell a full story about the brand & the purpose of the capsule.
The strategy between an instagram post & an instagram story differed slightly, with a full story available on the instagram story (linking out to the brand page) while the instagram post information was available in the live text below the image.
