This is the first project I worked on under the direction of Martin Venezky at Appetite Engineers. Pfau Architecture was already working with Reebok to design an innovative reusable exhibition structure complete with offices, galleries, lounges and event areas. Our task was to develop a unique graphic language that could be integrated into the aluminum and translucent architectural spaces.

We wanted to avoid cliché sports imagery so took a more abstract approach, beginning with a series of formal photo experiments that conveyed physical motion, force, and power coming up against geometry, boundaries, and order. These initial abstract photographs combined with hand-drawn typography, graphic elements, and tightly cropped photos of athletes formed a vocabulary that could be densely layered (as along the main entry corridor) to communicate intense action. Or it could be used with more restraint (as in the signage for offices and conference rooms).