Art Direction | Brand Development


A collaboration where market power meets technological performance.

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My Role:

Art Direction, Photography Direction, Packaging Design, Graphic Design, Retouching, and UI & UX.


‘PUMA by X-BIONIC®’ was the first big collaboration with a ‘big player’ in the sports apparel market and it was a great responsibility to keep PUMA as excited to collaborate as X-BIONIC® were.

My role in the project was to brainstorm, create, and Art Direct all presentations to PUMA. The first presentation to the head of innovations for PUMA went very well and after impressing him on multiple occasions more presentations for the marketing and design direction to their heads of international marketing followed. The look and feel went well, with very few changes which was a flattering surprise. It was a great achievement for the company to have had this chance to collaborate with a brand like puma and have earned their respect.

PUMA recognized that X-BIONIC® and its technologies could be a great partner to them to create fully-functional sportswear with an assortment of patented technologies.

Apart from the Art Direction, I also assisted in the direction of the photoshoots, as well as all design for the communication and packaging (shirts, shorts, socks, and jackets). The collaboration look and feel was used by PUMA international for their own campaign work.

Link (X-BIONIC®) :
Link (PUMA) :

A campaign that started a domino effect

© Marc Ruckstuhl 2020 / All rights reserved.
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