Oysho Running
Context / As Oysho expanded its presence in running through multiple collaborations and city-based activations, the brand was exposed to a wide range of partners and environments, increasing the risk of visual inconsistency due to different collaborators, spaces and locations.
Approach / I worked on developing a flexible visual language that could adapt across activations while maintaining a consistent and recognisable identity.
Rather than treating each collaboration as an isolated execution, the focus was to build a cohesive system that could evolve depending on the context, partners and environment.
The direction balanced performance with a more lifestyle-driven sensibility, introducing a softer and more approachable layer to the brand.
I was responsible for translating this approach into visual outputs, defining the look and feel across different touchpoints.
*Collaborations including Good News (Paris), Goiko Grill and Bar Bocata (Barcelona Marathon), among others.
Outcome / The result was a more cohesive yet flexible brand presence, allowing Oysho to adapt to different contexts while maintaining a clear and consistent identity.
Title: Oysho Running
Year: 2026
Category: Creative strategy, Art Direction & Graphic Design
Context: Oysho (Inhouse)