Adidas Beijing, China
Wayfinding & signage
Lead designer and developer of a wayfinding strategy for Adidas in Beijing, China.
This project was a close collaboration with interior architects at Gensler and cross-functional Adidas teams worldwide. My role involved researching Adidas’ brand principles, spatial needs, and user journeys, then translating those insights into a cohesive wayfinding system. I developed the visual language, iconography, hierarchy, and placement logic to ensure clarity, consistency, and ease of navigation across the space. The system was designed to align with Adidas’ global brand standards while being adapted to the cultural, linguistic, and spatial context of China, resulting in an intuitive and brand-aligned experience for both local and international audiences.
Context illustrating the wayfinding challenge.
Strategy
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Adidas NYC Audit
Completed a signage audit inside Adidas’s NYC flagship store. Found that signage was a very secondary element to the space and some signs were getting outdated and hard to see.
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Wayfinding Strategy
Looked at the list of wayfinding destinations that Adidas Beijing was trying to create bread crumbs paths to. Excluded any information on items that change each season like Soccer/Basketball sections.
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Signage system 1
Presented two back lit signage options. Goal was to use existing signage styles but with a much more visible black color and white was back lit to gain more attention of the customers. This option simply outlines the floor numbers per client’s request.
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Signage system 2
Second Option was a reverse of signage system 1. Which does not outline the floor numbers.
