We were approached by Puma to help organise an event introducing to the press their latest collections in their main London store. It wasn't the launch of a specific range, but a way to present new products while also showing all the collections, hence the name Puma Present Future. 



We were asked to create a small lookbook featuring all of their footwear for the press. It acted as a simple give-away piece that shows men and women's sneakers, with a reference number and some information. We agreed with Puma about the need to design a poster that people would hopefully have a desire to keep beyond providing information about the shoes.



Our idea was to use the reference numbers as a path, creating a game like connect the dots. The somewhat random layout of the shoes is justified by the back where the dots marked an incomplete drawing. Once finished, the illustration revealed a surreal landscape with a snowman, a palm tree, mountains and the sun. This was our way to communicate that the shoes were a mix of the autumn/winter and spring/summer collections. The bits of drawing already completed were made with the shoelaces as if they were piercing through the paper, suggesting clearly the connection between the composition on the front and the dots on the back.



We had a great response from Puma, but things changed at the last minute. They wanted to replace the illustration with an image of Walt Clyde Fraiser, the face of the Puma Archive collection. As their request came in just a few minutes before going to print there was unfortunately no time to recreate the shoelaces in the back.



Joining the dots became the identity of the event and was applied to the design of the invitation and store graphics.