Melon Modern was tasked to create a pitch campaign for adidas NMD_ new release 2017. Our approach was to create a bespoke typeface while overall concept had to maintaining brand guidelines. Concept was to create a typeface based on the fabric of the NMD_ shoe that could change it’s appearance to correlate with each individual shoe.
This was then later incorporated within the editorial display headlines for print and web. We set up a square grid ratio which would be the grid to creating a modular font then adapting the grid to custom layouts on various platforms as this allowed to the typeface, logo and patterns to be resized while fixed to a grid.