The Lionel Messi identity was a joint effort between several U.S. and European adidas design teams. The work was completed on a very compressed timeline, starting with all of the participants submitting 3-5 concepts each. After lengthy critiques one of my concepts was chosen as the decided direction.
Phase Two consisted of all of the designers, around thirty in total, supplying their own iterations of the three stripe crest concept. Once again, it was decided that my iterations were the most effective.
The global identity team took over the closing phase to finalize the mark and establish the system standards.
I created all of the images above as mock-ups to help others envision how the mark could be implemented on product and marketing materials.