For this conceptual project, I reimagined JanSport, transforming it from a trusted name in backpacks and accessories into a global leader in athletic wear.

The goal was to reposition the brand alongside industry icons like Adidas and Nike, blending its heritage of durability and reliability with a bold, performance-driven identity. I explored how JanSport could expand beyond its familiar products to create a cohesive athletic lifestyle brand. This included rethinking its logo system to feel more elevated and modern, designing sleek activewear pieces that balance function and fashion, and developing campaign visuals that speak to both everyday athletes and trend-forward consumers. Every element was crafted to preserve JanSport’s approachable spirit while evolving it into a contemporary powerhouse in sportswear.