How could ON, as a running brand, reframe Gen-Z's emotions about sports apparel?
YEAR
2025
ROLE
Creative Director
Brand Experience Designer
SERVICES
D&AD New Blood Awards Submission
Campaign Identity & Systems
About the project
Engineered for Confidence
Engineered for Confidence is a campaign designed to reshape how Gen-Z experiences confidence through movement. Rather than positioning confidence as a message, the project treats it as a physical and emotional state, fueled by ON’s technology and expressed through authentic motion.
Grounded in behavioural insight, the campaign responds to how Gen-Z already lives, moving daily in activewear and associating it with empowerment and self-expression. The role of design was to translate this insight into experiences that feel lived, immediate, and embodied rather than performative.
As a brand experience designer, I was responsible for shaping how the campaign was encountered across social media, printed materials, and an immersive brand activation. The activation was designed as the core experiential moment, allowing participants to physically engage with the brand through movement, interaction, and presence, reinforcing ON as a brand that supports confidence in motion, not just in communication.
3D Design: SketchUp
Smooth Scroll
This will hide itself!
This will hide itself!
ON
OVERVIEW
How could ON, as a running brand, reframe Gen-Z's emotions about sports apparel?
YEAR
2025
ROLE
Creative Director
Brand Experience Designer
SERVICES
D&AD New Blood Awards Submission
Campaign Identity & Systems
About the project
Engineered for Confidence
Engineered for Confidence is a campaign designed to reshape how Gen-Z experiences confidence through movement. Rather than positioning confidence as a message, the project treats it as a physical and emotional state, fueled by ON’s technology and expressed through authentic motion.
Grounded in behavioural insight, the campaign responds to how Gen-Z already lives, moving daily in activewear and associating it with empowerment and self-expression. The role of design was to translate this insight into experiences that feel lived, immediate, and embodied rather than performative.
As a brand experience designer, I was responsible for shaping how the campaign was encountered across social media, printed materials, and an immersive brand activation. The activation was designed as the core experiential moment, allowing participants to physically engage with the brand through movement, interaction, and presence, reinforcing ON as a brand that supports confidence in motion, not just in communication.
3D Design: SketchUp
Smooth Scroll
This will hide itself!
This will hide itself!
ON
OVERVIEW
How could ON, as a running brand, reframe Gen-Z's emotions about sports apparel?
YEAR
2025
ROLE
Creative Director
Brand Experience Designer
SERVICES
D&AD New Blood Awards Submission
Campaign Identity & Systems
About the project
Engineered for Confidence
Engineered for Confidence is a campaign designed to reshape how Gen-Z experiences confidence through movement. Rather than positioning confidence as a message, the project treats it as a physical and emotional state, fueled by ON’s technology and expressed through authentic motion.
Grounded in behavioural insight, the campaign responds to how Gen-Z already lives, moving daily in activewear and associating it with empowerment and self-expression. The role of design was to translate this insight into experiences that feel lived, immediate, and embodied rather than performative.
As a brand experience designer, I was responsible for shaping how the campaign was encountered across social media, printed materials, and an immersive brand activation. The activation was designed as the core experiential moment, allowing participants to physically engage with the brand through movement, interaction, and presence, reinforcing ON as a brand that supports confidence in motion, not just in communication.
3D Design: SketchUp
Smooth Scroll
This will hide itself!
This will hide itself!