More than 100-years-old, Champion is a brand that has a storied heritage in motorsports. We took inspiration from that legacy in performance automotive culture and created a simple colorway and graphic illustrative style that makes the brand immediately recognizable everywhere it appears. We arrived at a contemporary look for the brand that is at once inviting, inspiring, familiar and clearly understood.
Result
The design system has grown to incorporate all media executions and experiential installations. It has also helped Champion gain partner interest, building a bigger retail footprint for the brand. In addition, the campaign has received recognition at major awards shows, garnering a Gold National ADDY and Bronze at the International ANDY Awards.