Developed as part of a university design course, this project proposed a conceptual limited-edition Adidas footwear campaign for the 2020 Tokyo Olympics. The objective was to create a comprehensive brand experience—including visual identity, product design, UI/UX, and promotional motion—centred around a cultural theme that aligned with the Olympic spirit. A sub-brand titled ZEN was created, drawing inspiration from the aesthetics and philosophy of Japanese Zen Buddhism.
The visual narrative focused on the koi fish, a symbol traditionally associated with perseverance and spiritual energy in Zen culture. This motif was integrated into the footwear design through the use of vibrant reds and fluid contours, reflecting the grace and movement of koi swimming through water.
The supporting brand system incorporated minimalist typography, monochrome accents, and subtle textures to convey a sense of serenity and inner strength—core values shared by both Zen and the Olympic Games.
The digital component consisted of a conceptual e-commerce app designed to showcase the limited-edition shoe and campaign story. Both low-fidelity and high-fidelity wireframes were produced, informed by user persona research to ensure a focused and immersive user experience.
A promotional motion intro was also created for social media launch, depicting a koi fish breaking through still water beneath a rising red sun, synchronised with the resonance of a temple bell. This visual moment captured the spirit of awakening, energy, and cultural reverence—positioning the shoe as a symbol of movement and mindfulness.
The project served as an exercise in building a fully integrated design ecosystem—from brand narrative through to digital execution. It reinforced the ability to work across multiple disciplines, including branding, UI/UX, and motion, while maintaining cohesion through a strong cultural concept. The outcome demonstrated how a visual story can be both modern and timeless—rooted in meaning, yet elevated through refined execution.
