Santiago y Nicolás

Client

Reebok

2022

We worked alongside the NewCycle and Reebok International teams to develop the visual identity of an internal brand designed for Reebok teams across different countries and departments.

The core objective of this project was to create an ongoing dialogue between the Reebok community and the brand.

This wasn’t about designing a logo, it was about creating a sense of belonging.

An identity built for a movement of people, inspired by the passion that movement itself unleashes.

Initially, we designed seven families of typographic symbols with the goal of allowing Reebok teams to build their own identities through the free selection and combination of these elements. These symbols were inspired by diversity and movement.

In a second phase, we introduced a new set of more playful symbols designed to complement the core elements, creating an almost infinite range of possible combinations.

As a next step, these new characters could also emerge from workshops with Reebok teams, encouraging a more active and participatory process.

Credits

Client: Reebok
Agency: New Cycle
Art and Creative Direction: Nicolás Smud

Brand Design: Nicolás Smud
Design Collaboration: María Neyra, Juan Casal
Production: Sol Pergierycht

New Cycle: Agustín Macagno, Andy Ostrofsky, Jon Levi, Fran Valenzuela Álvarez

Cliente:
Reebok

Agencia:
NewCiclce

Año:
2022