Rugby to cycling, Japan to France
This project began with a request from DHL Japan for bicycle wear (T-shirt and helmet) designed for their delivery staff, subtly referencing the upcoming Rugby World Cup 2023 in France. Despite not sponsoring the event this time, DHL Japan aimed to maintain a connection with their past sponsorship during the World Cup held in Japan.
The primary challenge involved infusing elements of both Japan and France into the design, all while adhering to DHL's stringent design guidelines. The request specifically called for a combination of French-style illustrations and Japanese imagery to emphasize the relationship between DHL and rugby.
Manoeuvring requests and guidelines
In my experience working with clients, I've observed that a significant number may not fully grasp the rules and limitations of design—what combinations work well together and what doesn't. Additionally, many clients seem to lack a deep understanding of their own brand’s identity and guidelines.
In response, I consider it my responsibility to align with the client's vision and requests while safeguarding the integrity of the brand's style and rules. This balancing act can be challenging, yet it's a process I find enjoyable to explore and work on.
The outcome and my responsibility
In this project, I served as the sole designer, overseeing the entire process from inception to completion. I received some support from a project manager and art director, mainly focusing on ensuring adherence to DHL's guidelines and making minor adjustments.
While the initial concept leaned towards a more artistic direction, the final products took on a more conservative style in alignment with the company's established aesthetics and tone. The design exclusively incorporated the brand colors and a consistent style of imagery.
