Overview:

I partnered with Hummel Sportswear on brand and creative work rooted in the company’s long-standing heritage of athletic performance and design. The focus was on honoring Hummel’s iconic visual language while evolving it for a modern, global audience across sport, culture, and lifestyle. The work balanced tradition and innovation, reinforcing Hummel’s position as a distinctive, purpose-driven brand within the international sportswear landscape.

Website Development

I led the transition of Hummel’s digital experience from a catalog-based site to a direct-to-consumer platform. The work focused on delivering a fashion-forward aesthetic while maintaining intuitive navigation, seamless shopping, and full responsiveness across devices and platforms.

More Than Eleven

Campaign Launch

I led creative consultation and launch development following Everton Football Club’s partnership with Hummel Sportswear. The work centered on introducing the new kit and partnership through a cohesive launch system that spanned catalog design, large-format stadium graphics, and a series of films announcing the collaboration.

Video Production

I edited the More Than Eleven launch film to support Hummel’s partnership with Everton Football Club, shaping the narrative, pacing, and visual rhythm to reinforce the campaign’s emotional core. The film was designed to extend the campaign across digital and in-stadium environments, using storytelling and motion to amplify the partnership’s identity and connect with supporters beyond the kit itself.

Collateral Design

I led the design of Hummel’s sportswear brochures and in-store POP and POS, ensuring consistency with the brand’s digital aesthetic while evolving the layout and visual system year over year. The work balanced experimentation with respect for Hummel’s heritage, reinforcing product quality and brand integrity across retail and marketing touchpoints.