For On’s global campaign featuring Zendaya, we developed the overall look and feel. At its heart is a custom typeface created specifically for the campaign. It draws on holograms, outer space and abstract planetary structures, translated into a subtle meander pattern that ties the type directly to the visual world of the campaign. A consistent design system carried this language across every touchpoint, from social media assets, the microsite, storefronts and banners to the cinematic trailer, creating one unified brand experience.
The Ikon line, developed by On together with Bureau Borsche, reimagines streetwear-inspired essentials for a new generation: understated, technical and defined by graphic detail. For the second collection, we designed footwear and apparel in which Swiss engineering meets a distinctly graphic language. The result is a range of future-ready silhouettes that work as a uniform for everyday life.
