AGV Sport was entering a crowded motorcycle apparel market where customers were overwhelmed by the sheer number of brands and products competing for their attention. The hang tags needed to do two things simultaneously: set AGV Sport apart visually from competitors, and communicate the unique features of each individual product clearly and quickly at the point of sale.

The deeper challenge was scalability. A solution that worked for one product needed to work for all of them (helmets, gloves, suits, boots, and jeans) without losing visual consistency or brand recognition.

The Goals

• Establish a visually distinct brand identity that stood out on the shelf
• Communicate individual product features clearly and efficiently at the point of sale
• Build a design system flexible enough to scale across 75 different products

1. 1. Brand Identity Design

   • Develop a bold, recognizable visual identity for the hang tag that differentiated AGV Sport from competitors on the shelf
   • Establish a consistent color language and layout system that could live across every product category

2. 2. Icon System

   • Build a library of custom icons and brief descriptions that could be mixed and matched to communicate the specific features of each individual product without losing brand consistency

1. 1. Research & Discovery

   • Customer Empathy Mapping: Visited several motorcycle apparel retail locations and conducted in-store interviews with customers actively shopping for riding gear
   • Key Insight: Customers felt overwhelmed by the number of brands and products available, and struggled to quickly identify what made any individual product worth the investment — durability and feature clarity were the deciding factors at the point of sale

2. 2. Design Execution

   • Visual Brand Identity: Developed a bold orange color system designed to catch the eye on a crowded retail rack and create an immediately recognizable AGV Sport brand presence.
   • Low Fidelity Mockups: Developed initial layout concepts to establish a tag structure that could flex across product categories while maintaining a consistent visual hierarchy
   • Scalable Language: Designed 20+ custom icons paired with brief product-specific descriptions, creating a modular system that could be customized to each of the 75 products in the line

1. 1. A Unified Visual Identity

   • The bold orange hang tag system created an immediately recognizable brand presence at the point of sale, differentiating AGV Sport from competitors on the shelf

2. 2. A Scalable Design System

   • The icon library scaled cleanly across all 75 products in the release, communicating individual product features without sacrificing visual consistency across the line. The CEO of AGV Sport approved the system for the current product line and established it as the foundation for future releases.

If I were approaching this project today, AI tools would significantly accelerate both the research and execution phases.

1. 1. Customer Research & Insight Gathering

   • Tools like Google Gemini could be used to analyze product reviews, forum discussions, and retail feedback across motorcycle apparel communities to surface recurring customer frustrations and feature priorities at scale, supplementing in-store interviews with a much larger data set

2. 2. Icon Generation & Iteration

   • AI image generation tools could rapidly prototype icon concepts, allowing for faster low-fidelity iteration before committing to final execution, compressing what was a manual sketching process into a much tighter feedback loop