Role: Brand strategy, creative and art direction, graphic design, product design.
2XU MCS - Muscle Containment Stamping.
This technology was creating for compression to get better muscle support and muscle efficiency. Anatomically designed panels map key muscle groups to stabilize muscles for greater power output and increased stamina.
The original brand imagery for this product has the tech displayed on the human form without the seeing the actual apparel. The intent was to focus on the relationship between the physical form and the technology and to accentuate the anatomical muscle mapping.
MCS is a visible technology that allows for easier consumer understanding of the function and the benefits.
Originally designed for running and fitness, the MCS technology was deployed across other sports such as endurance running, football and sailing.