Lokesh Mohan
Event Identity & Campaign2023

Pumaverse

Forever. Faster. Staged as a cyber-future event.

An event identity for Pumaverse ‘23, Puma’s global “Forever. Faster.” performance ethos, staged as a flagship culture event for its India community with a cyber-futurist visual system.

Category
Global Sports Brand, Event Identity and Campaign System
Client
Puma India
Focus
Event identity, logo system & key visuals
Expression
Logotype, HUD System, Key Visual and Campaign
Pumaverse campaign portrait: a model lit in red, with the Pumaverse ’23 dial mark and the Puma wordmark tag
01

Overview

Puma’s global brand ethos is “Forever. Faster.”: built for every sport, everywhere. Pumaverse ‘23 is Puma India’s flagship community event, and it needed to translate that same global performance energy into a single, culture-forward event identity: part sport, part sci-fi.

02

Challenge

Build an event identity bold enough to feel like a global sporting moment rather than a local activation: a logotype, a badge system and a key visual language that could carry the same energy across a poster, a lockup and a HUD graphic.

What I did

  1. 01Event logotype design
  2. 02Badge & seal system
  3. 03HUD graphic language
  4. 04Key visual direction
  5. 05Campaign layout system
03

Approach

The event logotype is hand-built (sharp, graffiti-cut letterforms that read fast even standing still), paired with a circuit-line HUD system borrowed from sci-fi interfaces: hexagonal frames, radar dials, a “23” stopwatch mark. That same HUD language wraps around the leaping cat in the formal badge lockup, and reappears as an AR-glasses overlay in the campaign photography, so the whole system reads as one idea: performance, rendered as a future interface.

The system

  • Event Logotype
  • Badge & Seal Lockups
  • HUD Graphic Language
  • Key Visual System
  • Campaign Layout Grid
04

Design development

Construction sheet for the hand-built ‘PUMAVERSE 23’ event logotype with the leaping cat mark
01Construction
The Pumaverse badge lockup in Puma red: a hexagonal HUD frame around the leaping cat, with ‘PUMA / VERSE’ and ‘2023’ set inside a circuit-line pattern
02Colour lockups
Animated Pumaverse key visual: a glowing red sneaker close-up with ‘Forever. Faster.’ hand-lettering and the Puma leaping cat mark
01Key visual
Pumaverse HUD graphic language: a radar dial, hexagonal target frame and circuit lines surrounding the leaping cat mark, with ‘FOREVER FASTER’ set inside
01HUD system: sci-fi interface lines built around the mark
Sheet of additional Pumaverse logo marks and graphic elements: badge, seal, stopwatch dial and ‘FOREVER. FASTER.’ lockup variations
02Additional marks: badge, seal & dial variations

Forever. Faster.

05

Execution

Pumaverse campaign poster: a model in glowing AR HUD glasses under ‘VERSE 23’ type and the leaping cat mark
01Campaign poster
Pumaverse brand book spread mockup, showing the badge lockup, HUD graphic and tagline set inside a layout grid
02Brand book spread
Pumaverse wordmark exploration: an outlined ‘PUMAVERSE’ line mark beside the solid hand-lettered lockup with the leaping cat and ‘23’
03Wordmark exploration
06

Impact

  1. 01One hand-built logotype and HUD graphic language, carried from a key visual through the badge system into a full campaign and brand book for Puma India’s flagship event.
Event
Pumaverse ‘23: Puma India’s flagship community event
System
One logotype, badge and HUD language across key visual, campaign and brand book
Performance brands earn the right to look futuristic when the system is disciplined enough to still feel like one idea (a mark, a dial, a line) no matter how much sci-fi surrounds it.
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