PUMA contacted GRAPHIC HAVOC to conceptualize a few interior graphic visual language systems featuring Jamaican sprinter Usain Bolt, “the fastest person ever”, for the Active/Sport zone in PUMA retail stores internationally to be used in an internal presentation.
Inspired by Jamaican hand painted signs for concerts, dance parties, and local businesses, this visual direction aims to bring excitement and energy into the PUMA retail experience. A dynamic and modular graphic system was conceived of, allowing maximum diversity and scalability. The tone of the copy created by GRAPHIC HAVOC was intended to be bold, motivating and focused on the fun of playing sports, working out, giving it your all, and going fast!

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