Throughout my time on the Fashion Communication and Promotion course I have flourished as a confident creative, using my skills in illustration and digital design to aid me. As a strong advocate for self-expression, I have developed a fascination for learning about consumer behaviours. This has been elevated by my personal experiences working in the sports industry for 5 years, where I partake in visual merchandising and campaign launches. With this in mind, my self devised project details how the brand ASICS can reposition themselves as Generation Z’s Solemate within their personal fitness journeys. This made me realise how much I would love to work within sports branding, a dream that would combine my love for fitness and creativity. As I look into the future, I aim to always bring my profound illustrative style and creative communication into any work that I do.