R.A.D Global

Person wearing sunglasses holding a magazine titled 'BAD GLOBAL' with a woman smiling on the cover, against a plain background.

Niche subcultures aren’t meant

for mass communication.


So I turned R.A.D Global’s story

into a coffee table book.

Close-up of a white plate with a faint rim visible, placed against a neutral background.
A woman wearing sunglasses and rings is sitting on the floor, smiling and holding an open magazine or booklet with bold text and various points listed, against a purple and yellow gradient background.

Insight:
R.A.D Global’s impact is meaningful, but its depth and emotion aren’t

fully captured through digital channels alone.

Idea:
Translate R.A.D Global’s work into a physical, editorial experience that

invites deeper engagement and makes the impact feel tangible.

LET’S REWIND

R.A.D® is a Portland-based

training brand blending

performance, streetwear,

and 90s subculture.

The brand’s niche focus

limits its growth and profitability

compared to larger,

more widely recognized competitors.

People see training gear as

an extension of their identity

and want pieces that create a sense of

belonging and fit into their lives

beyond the gym.

Expand beyond performance

into lifestyle,

showing up in culture,

not just sport.

MY ROLES

    • I developed the strategy by conducting one-on-one interviews and a competitive industry analysis to better understand the distance running community. I used these insights to identify key tensions and shape a concept that felt authentic to the audience while differentiating from competitors.

  • I developed the art direction by translating RAD Global’s niche subculture into a tactile, editorial coffee table book. I used intentional typography, raw image treatment, and immersive layouts to create a visual system that felt authentic to insiders while intriguing to outsiders.

TEAM:

SIENA

LUCY