Twice a year, the adiClub membership program hosts Members Week, a seven-day campaign designed to celebrate, reward, and inspire our vast community of adiClub members (totaling over 250 million). During this special event, we provide our members with valuable and motivational content, unforgettable experiences, exclusive or early access to products, and exciting opportunities to purchase discounted items. Each Members Week revolves around a unique creative focus or theme.

Drawing inspiration from the adiClub branding, which incorporated a scapbooking aesthetic with scribbles and hand-drawn elements, the visual identity of this campaign took on a bolder approach. The themes of power and self-expression served as the focal points, prompting us to introduce torn paper tears and new colors to represent the diverse stories highlighted during FW22.

Collaborating with a skilled team of designers, we established the visual identity guidelines. Comprehensive rules encompassing layouts, lockups, color usage, typography, graphic elements, sizing, and more. Subsequently, we developed and distributed the complete digital toolkit for each phase, ensuring its utilization on a global scale by diverse markets worldwide. Our responsibilities extended to creating assets for dotcom, app, CRM, paid/organic social media, and paid media. Additionally, we provided a detailed brief to the retail team to maintain consistency in the visual identity.