Winter Olympics

Challenge: How can we honor the culture of this years Olympic hosts (Pyeongchang, South Korea) while staying true to the USAT brand? 

Solve: By allowing Korean history to directly influence the key art's core aesthetic, we can then create creative boundaries with brand specific fonts and colors.

Inspired by the fluid, gestural nature, of traditional Korean brush calligraphy, the key art for the marketing collateral showcases winter athletes in action, accentuated by a core gesture stroke in similar ink wash as well as the USAT Sports red.

Campaign deliverables alternated focus between athletes of varied gender.