Levi’s Performance

Product branding, strategy, and multi-platform campaign development for the launch of new Levi's subsidiary brand "Performance", including three of its pillar brands: "Flex", "Energy", and "Cool".

The first goal of this project was to establish a bespoke identity for Levi's new "Performance" brand, including a logo, packaging design, and its own design system. We then developed a campaign strategy for the three "Performance" pillars of "Flex", "Energy", and "Cool" across print & digital media. To showcase the innovation and versatility of Levi's Performance clothing, we shot a mix of models and Olympic BMX athletes and produced a variety of social content, product vignettes, as well as traditional outdoor advertisements.

Contributions: Director (“Momentum” BMX Video), art director, graphic design