My Role in the System
I defined Aerostep as a connected brand system rather than a single campaign, establishing how physical, digital, and social touchpoints operate as a coordinated structure.
My role focused on organizing how users move between environments and defining how each component reinforces a consistent sustainability narrative across contexts.
System Overview
Aerostep is structured as a system of interconnected components spanning physical, digital, and social environments. The Aerostep brand was defined as part of the system, including its product concept, audience, and positioning, allowing its visual language, messaging, and interaction model to be developed in direct alignment with the overall structure.
The system is built around three primary layers: a pop-up retail environment, an interactive product storytelling layer, and a short-form campaign system. Each layer operates independently while reinforcing a shared structure, allowing users to move between in-person interaction, digital engagement, and social content without breaking continuity.
Together, these components create a coordinated system where brand values are communicated consistently across contexts.
Approach
I structured Aerostep as a coordinated system by defining how physical, digital, and social touchpoints operate as interconnected layers rather than independent experiences.
Each layer was designed with shared constraints, including consistent visual language, simplified interaction patterns, and material choices aligned with sustainability goals, ensuring continuity as users move between environments.
