Although Zerofit is an international sports and lifestyle brand from Japan, the European arm is based in Antrim. Michael Morton co-owner of Zerofit was so impressed by the work I’d done for Minnis Brands, a multi-brand fashion, leisure and sports agency, that he asked me to rebrand and redesign the global brand and website for Zerofit.

Zerofit is the most advanced range of base layers in the world, far superior in terms of materials and technology than Under Armour. Following a Brand Sprint with Michael and his team, I created a new global design and digital strategy base on the strapline ‘No other baselayer is made this way’. I positioned the products as a futuristic solution using advanced materials that will keep athletes and everyday users warm no matter what the weather.

The parent company in Japan were so impressed with my designs and brand strategy they asked me to build their new website including a Woo Commerce shop. In the middle of lockdown I also directed a series of brand and product imagery using original photography and video with video in Belfast.

Eugene Burns