I mind mapped the ideas that I had in my head. I like to get all my ideas out on the page before developing any idea further. The idea was to create ASICS into a hight street brand that is popular among 16 - 25 year olds. As ASICS are becoming more popular, I believe they are in need of a re brand. I want the brand to be modern, bold, sleek and reflect quality. I want the tone of voice to be motivating, challenging and insightful. I want to add elements of humour as I think teenagers can relate to it, but I also want to show that ASICS is in control and they know what they are talking about.
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