THE SECOND EDITION OF SNEAKER MADNESS WAS SUPPOSSED TO HAPPEN ON MARCH 2020 BUT, AS MANY OTHER EVENTS AND ACTIVITIES, THIS HAD TO BE POSPONED DUE TO THE COVID-19 PANDEMIC. THE EVENT MOVED TO A DIGITAL FORM AND SO ITS IDENTITY.
The pandemic forced many events to turn into a digital experience, to stay connected with the audience to keep things as normal as possible, and Sneaker Madness wasn’t the exception.
Therefore the identity needed to be maily focused to “live” on the digital world; my solution was to take the RGB color system, present in all modern devices and more, play around with it, mix it with the chromatic aberration effect, present in photography and video due to lens distortion of light, and with this, have a dynamic, simple, bold and striking
visual language.
The identity was meant to live online yet I made sure tha it was flexible for printed media, such as t-shirts, stickers, enamel pins, lanyards, posters and more. The result was a set of very attractive promotional items that would make any sneakerhead crave them.
