Levi's Performance

My team and I at AKQA were tasked on branding Levi's technical sub-brand, Performance. Once the branding was established we developed creative for the different pillars that fall into the sub-brand; Flex, Energy & Cool. Each of these pillars used advanced technology not traditionally found in jeans to achieve movement, regeneration of energy and regulation of temperature.

My roles: Art Director
AKQA creative team: Creative Director, ACD, Design Director, Art Director, Designer, Editor

The Brand

The formula for this mark begins with the letter “P.” Hidden within the P form is the simple plus shape. A shape used in the original Performance body of work. A shape that is also the foundation of the grid graphic.


By bringing the plus and the “P” together, we’ve created the following mark…

 © 2019 by Mike T Schmitt

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