When Adidas wanted to create calendar merchandise for their fall/winter 2018 campaign, I had the chance to develop design concepts that have to suit their brand: clean yet clever and creative at the same time.

The look of the calendar pages ends up being simple, with a touch of illustration by our collaborator, Diela Maharani. Adidas especially requested that we include their tagline, Through sport, we have the power to change lives, in the calendar.

Since there was a potential to play on those words, I proposed printing the tagline over the cover, yet with a contrasting ink that will only highlight a certain three words and tone down the others. The ones printed with white ink will form a new sentence; sport change(s) lives (although we did not add the extra S since we can't change their tagline.) We printed the rest of the words with the blind printing method. This technique intentionally uses an ink colour to print on top of a similarly coloured substrate, which in this case is black-on-black.