Marie & Anna

Consumer Persona

22 & 20 y.o.

Mixed-race sisters from an African-American Father

& a German Mother

Opportunity

"Multiracial or Multiethnic Americans are at the cutting edge of social and demographic change in the U.S.—young, proud, tolerant and growing at a rate three times as fast as the population as a whole. At the same time, a majority (55%) say they have been subjected to racial slurs or jokes, and about one-in-four (24%) have felt annoyed because people have made assumptions about their racial background." - Pew Research Center

Objective
Connect with people’s heritage by creating a unique and disruptive color concept for HU, that advocates for adidas' core value of diversity.
Color Palette
Main Colors

"SKINTONE"  is a color palette that represents the variety of identities coexisting within one person. The adjacent color-blocks generate juxtapositions  between the shades, thus helping hue neutralization. 

Photos Source: Pantone Humanae by Angelica Dass

Accent Colors

Obtained by increasing the saturation within the main hues from the  "SKINTONE"  palette, the accent colors reinforce the idea of polyethnicity through the pillars of diversity, self-love, and empathy. 

They help emphasize the color schemes by creating a contrast through a more vivid product application.

Two additional tones (White and Deep Onyx) are included as neutralizers of the warmer colors.

Peace

Pride

Sensitivity

Love

Comfort

Acceptance

Happiness

Enlightenment

Warmth

Color App

Ultraboost Heritage

Mentors Natasha Salter & Andrea Nieto Designer Rossana Ulloa

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