A concept proposing the integration of a centralized brand identity platform into the new adidas intranet. Brand guidelines, downloadable assets, and identity tools were scattered across separate systems requiring multiple logins, making it difficult for both employees and external agencies to find and use brand materials consistently.

The core idea was to integrate the Brand Identity platform into the intranet’s existing navigation and visual framework, eliminating extra logins for adidas employees entirely. External agencies would receive a single-entry extranet with role-based access scoped to the brands they work with.

A key principle throughout was progressive disclosure: rather than burying guidelines in complex hierarchies, the platform surfaces only what is contextually relevant, reducing cognitive load for users who need quick access to the right assets. Integrated tools such as the CI ordering tool and the event tool would appear directly within the brand context, not as separate applications.

The full conception document, including all usage scenarios and scribbles, is available as a PDF download.

The same principle applies at different scales throughout the platform. On the logo overview, hovering a tile surfaces a small info bubble with key details and a direct download link, so users who only need a quick reference never have to leave the page.

For users who need a specific file, the logo download flow uses a short contextual questionnaire to determine the right asset. Each answer reveals the next relevant question. Once all parameters are set, the download button becomes active.