PROJECT
GMI USA Corp, a leading licensing partner, works with major retailers like Nordstrom, Bloomingdales and Macys in B2B and B2C markets. The company developed a new streetwear brand under the Lotto Sport Italia license, blending athletic heritage with modern street style to create a unique market position.
Lotto NYC
For this project we focused on ways to juxtapose retro style with NYC as a younger edgier city. We melded the 2 ideas together to create the basis of this new brand.
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SPRING SEASON: LA GAZETTA
CONCEPT
Color for this theme was initially pulled from Italian newspaper La Gazzetta dello Sport featuring Luca Toni, a prominent soccer player from the ‘00-’10s. The ground of the newspaper is always pink with different pops of color in the pictures and text. Newspaper detailing, unique typography and paper-like effects are the base of this concept along with mixing unexpected pattern and color combinations.
MOODBOARD & COLOR
SUMMER SEASON: THE GOLDEN SHOE
CONCEPT
Theme for this delivery is based on current graphic trends in 3D Imagery and inverted color which create an imperfect and digitized feel. We also looked to RayGun Magazine as inspiration from the late 90’s to early 2000s with a unique use of typography and unexpected graphic placement(s). The cassette tape print encompasses the idea of Italy’s soccer stadiums also being venues for many great pop and rock concerts. This melding of Sport and Music sets the tone for a bold color theme and story. The use of yellow/gold as pop colors comes from “The Golden Shoe”—an award given to the top goal scorer in Europe each season.
MOODBOARD & COLOR
FALL SEASON: 1982
CONCEPT
This delivery is based on the year that Team Italia won the FIFA World Cup 3-1 against West Germany—1982. Using nostalgic and futuristic elements fro 1982 inspired by the movies Tron and Bladerunner, techno pop bands and airbrushed art, the overall look and feel is retro but with a modern futuristic twist in graphics and color.
MOODBOARD & COLOR
