adidas Originals UnHeard

UNheard is an inclusive initiative by adidas Originals and Footlocker that aims to expose and empower emerging artists, MCs and lyricists who want to generate a positive change in the world. Five of the most exciting rappers across Europe were brought together and given a space to express their opinions and ideas to each other and the world, using the power of hip-hop as a vehicle for cross-cultural understanding. For the launch of the music platform, we developed a typographic and bold visual identity proposal in which we applied a pixelated font to convey the democratic and impactful power that new technologies and digitality have on emerging artists. Also, we played with the overlapping, rotation and outlines of certain graphic elements to express the disruption that the new self-managed and independent artists generation are causing in these times.