adidas x asos needed a brand bible that embodied the mood and feeling that each brand lives by. This was a brief, not to create a set of guidelines but a playbook that encouraged freedom and creativity. 

A regular, formal presentation deck would absolutely not cut it here. So something bombastic and vibrant was needed to truly represent the aim and purpose of these two brands working together. 

The concept found its roots in current typorgaphy trends that were anything but uniform and were truly playful by nature. The next key ingredient was to include acidic, bright colours that invoked that high energy feeling.