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Pleady Branding: Unifying Athlete Support Through Design

Katsumi Tamura, a Tokyo-based designer, supported the brand launch of specialized taping manufacturer Pleady, developing core brand elements such as the brand name, logo, and positioning communications around the tagline "Tape or Lose." The key visual of a female runner draws inspiration from the brand logo, providing a unified worldview and brand experience at all touchpoints.

The design team seamlessly integrated brand development with communication tools, creating a unified worldview for all touchpoints, despite a tight production schedule. The challenge of establishing a brand clearly differentiated from the competition in a mature market was overcome by formulating the tagline "Tape or Lose" and utilizing a distinctive yellow-green brand color to target athletes.

Brand color control was a significant challenge, with the team performing color management to ensure consistent reproduction across various mediums. The design encompassed naming, logo, packaging, websites, product catalogs, brand movies, and trade show booths, providing a comprehensive brand experience.

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