Client

Puma (2022)

Role

Production Design, Digital, and Print Creative Assets

Challenge

PUMA’s We Are Legends (WAL) campaign aimed to celebrate Black culture and highlight the legacy of Historically Black Colleges and Universities (HBCUs). The campaign required a standout influencer kit concept that resonated with prominent voices in Black culture while aligning with PUMA’s brand identity. The challenge was to design packaging and creative assets that would leave a lasting impression, effectively telling the story of the campaign and its connection to HBCUs.

Idea

As the lead designer, I developed the production design and digital and print creative assets for the campaign. A focal point of the project was the creation of custom We Are Legends-branded trunks, which served as striking packaging for the influencer kits. These trunks were filled with thoughtfully curated physical items, including a snare drum, PUMA sneakers, shirts, jackets, and other campaign-specific assets. Each element was designed using Adobe Photoshop, Illustrator, and InDesign to ensure visual cohesion and alignment with PUMA’s branding standards.

Impact

The We Are Legends influencer kits successfully captured the campaign’s cultural significance, leaving a memorable impression on recipients. The visually stunning and thoughtfully curated trunks underscored PUMA’s commitment to honoring HBCUs while amplifying the voices of Black influencers. The campaign strengthened PUMA’s brand narrative, enhancing its cultural relevance and expanding its reach within the community.