Mizuno USA Redesign
Crafting A New Way Forward
Mizuno had approached several agencies looking to create a new online experience for their US operations. Founded in 1906 in Osaka, Japan, the brand was struggling to make its' US web presence match the top-tier reputation they held in US professional sports.
As part of a Creative/Art Direction team tasked with "defining" the new Mizuno, I relied on my background in filmmaking to help define a visceral look & feel.
"From this vantage point, we continually asked ourselves — What does passion, aspiration, and accessibility look and feel like for a modern sports brand?"
Defining the Audience
Working with strategic planners Mike Cox and Kelly Eidson, I filmed interviews with various levels of athletes over the course of a three 30-minute shoots. From this footage customer personas were created, and our interviews were compiled into short "passion vignettes" that were integrated into our pitch to Mizuno.
A World Class Look
Working with AD Olivia Cook and ACD Jim Dudley, I researched look, feel, copy and information architecture elements for the site. From there I drafted sketches and mockups of potential design and information models.
New User Interaction Models
As our efforts continued, I also looked to Flash to create advanced but familiar tools for configuring products for individuals and teams. I worked with designer Olivia Cook to bring our comps to life for the pitch using After Effects.
Before and After
Creative Direction, UX/UI Animation, Art Direction, Video Production: Charles Wood
Art Direction: Olivia Cooke
Copywriting/Creative Direction: Jim Dudley
Interactive Design: Erin Nolan