Hello, design lovers! 🔥

It’s that time of the month again! Welcome to the 12th edition of Design Feast—your ultimate source for the latest design news and sizzling hot trends. Get ready to be inspired and amazed as we dive into a world of innovation and creativity!

Until next month, stay curious, stay creative, and most importantly, stay inspired! 👀

1. WHAT'S UP!

🏅LA28 Olympic logo

As the Paris Olympics come to an end and the Paralympic Games begin, France passes the torch to Los Angeles, marking the start of the journey to 2028.

The logo for the LA28 Olympic & Paralympic Games , which was first unveiled in 2020, breaks new ground in the history of the competition with its infinitely customizable design.

The logo is comprised of a gradient blue "L," an "A" shaped by the tricolored American flag, positioned above the number "28." While the "L" and "28" remain constant, the "A" can be changed. Currently, there are 42 variations of the logo, crafted by athletes, artists, and even brands.

Inspired by Los Angeles, where everyone is unique and accepted, the LA28 emblem symbolizes limitless possibilities and the strength of diversity. Created for the digital era, the animated logo is meant to adapt and showcase the city's boundless potential.

Furthermore, this logo presents an opportunity for the city to attract more advertisers by enabling them to customize the emblem to match their own brand, offering a chance to establish a closer association with the event.

🌞 IKEA brings sunshine to Stockholm 

IKEA used Sweden's often chilly summer weather to emphasize the brand's commitment to creating moments of happiness.

This summer, the brand launched a campaign in Sweden by installing a giant version of their NISSEDAL mirror in a busy square in Stockholm. The installation was designed to reflect natural sunlight onto shaded outdoor seating areas, making them more enjoyable for people. The billboard, equipped with a GPS motor, automatically adjusted its mirror's angle according to the sun's position in the sky, ensuring that sunlight was directed exactly where it was needed.

Through this campaign, IKEA not only brought brightness to everyday life but also showcased the versatility of its products.

2. HOT & TRENDY

👵 Beauty Never Gets Old

Dove has been challenging societal norms around women's representation in the media since their 'Real Beauty' campaign in 2004. With their latest campaign, 'Beauty Never Gets Old,' the brand is taking on the beauty industry's obsession with youth.

Research conducted by the brand revealed that 66% of women feel pressured to look young, and girls as young as 10 are starting anti-aging skincare routines.

The campaign features a group of 'real' older women who have been loyal Dove users throughout their lives, breaking away from the stereotypical 'granny' image often portrayed in the media. The campaign shows that aging can be a source of joy and confidence rather than the anxiety it often causes.

With inflation concerns increasing, consumers are embracing back-to-basics trends. The brand also highlights the growing popularity of soap bars due to their affordability and longer lifespan.

If you're interested in learning more about the Manpower trend, which signifies a transformative attitude towards aging driven by female empowerment, or the Play It Smart trend, which showcases how consumers, grappling with rising living costs, are compelling brands to adapt, download our Design Trends Report 2024. ⤵️

3.UNLEASH THE FUTURE

♿️ Sport / Gravity / Friction / Time / Heat / Force doesn’t care about disability

According to Nielsen, interest in the Paralympics has more than doubled in the last eight years, with the Tokyo 2020 Paralympics attracting a record 4.1 billion cumulative viewers. The Paris Paralympics, taking place from August 28 to September 8, are expected to surpass these numbers, achieving record-breaking audience reach and ad sales. This increase in viewership presents a unique opportunity for brands to connect with a diverse and influential demographic.

Research commissioned by Channel 4 revealed that nearly 60% of people watch the Paralympic Games to “see athletes overcoming their disabilities”, while only 37% tune in for the “exciting sporting competition”.

Building on this insight, British broadcaster Channel 4 launched the "Considering What?" campaign, challenging the public to recognize Paralympians as world-class athletes, not just as competitors overcoming their disabilities.

The campaign film captures people's reactions as they watch Paralympic sports, shifting the focus from athletes “overcoming their disabilities” to showcasing how Paralympians confront and overcome universal forces such as gravity, friction, and time—impartial elements that challenge all athletes. This highlights that Paralympians compete on the same level as any other athlete, facing the same unchangeable forces of our world.

4. CHANGEMAKERS

🎲 More Inclusive Play Experience

Mattel, Inc. has announced that 80% of its global games portfolio will be accessible to colorblind individuals by the end of this year, with the goal of reaching 90% by 2025. This initiative is part of the company's commitment to creating more inclusive play experiences.

To achieve this, Mattel has partnered with ColorADD - Color Identification System , experts in vision and creators of a universal color identification system. They develop adapted design elements, such as patterns, tactile cues, and symbols, to serve as additional visual markers.

For example, in UNO, the four colors in the game will be distinguished by simple symbols added to each card. In games like Tumblin’ Monkeys and KerPlunk, the colors of the sticks that players need to remove will be differentiated by added 3D details.

This initiative highlights the crucial role of design in product accessibility. To learn more about inclusive design, check out our article. ⤵️

🏋️ 15 Minute Weight Loss

Despite the growing body positivity movement, there is still a high interest in rapid weight loss. Searches for "weight loss exercises" have surged by 552% over the past year, while "quick weight loss" searches have increased by 581%. ASICS ’ research reveals that 42% of adults feel insecure when exposed to "rapid weight loss" content, negatively impacting their mental health. ASICS, in collaboration with King’s College London, found that just 15 minutes and nine seconds of physical activity can lead to positive mental health benefits.

In June 2024, ASICS launched a new UK campaign to challenge societal pressure to lose weight. The campaign, featuring 15-minute exercise videos, aimed to shift the focus from physical weight to the mental well-being that exercise provides.The title "15 Minute Weight Loss" was chosen to directly target those searching for "weight loss" on search engines.

With this campaign, ASICS has strategically positioned itself as a brand that not only offers quality products but also genuinely aims to enhance the well-being of its audience. This approach demonstrates a profound understanding of today’s consumer landscape, reinforcing the brand's efforts to build strong emotional connections and foster more meaningful relationships.

5. BEYOND BOUNDARIES

🎾 Game, Set, Netflix

In tennis, it has become a tradition for the winning player to sign the lens of a courtside camera at the end of the game. Netflix decided to embrace this post-match ritual to announce the upcoming release of its docuseries, "Game, Set, Netflix".

On March 10, 2024, Carlos Alcaraz signed off his first-round win at the Indian Wells Open with the cryptic message "N. See You Soon" in red ink. This move sparked widespread speculation among fans, influencers, and broadcasters about what the "N" could represent, with many guessing it might be related to Nike or Rafael Nadal. Two days later, after his second-round win, Alcaraz deepened the mystery by signing the camera with the word "Tudum," Netflix's signature sound. On March 14, Alcaraz teased fans once more by writing "No more secrets" on the camera. That same day, Netflix revealed itself as the "N" with a social media video of Alcaraz signing "Game, Set, Netflix."

By keeping the mystery alive, Netflix not only created a buzz online and prolonged interest in the campaign, but also took advantage of extensive media coverage, as many news outlets talked about Alcaraz's actions. Overall, the campaign achieved 1.2 billion impressions and engaged more than 20 million people. By involving the audience in the process, Netflix strengthened its connection to the upcoming docuseries and ensured long-lasting engagement, as people devoted time and effort to understanding the campaign's significance.

☎️ Want to keep the design discussion going or share feedback on this newsletter? Let's get in touch!