Challenge
Victory is the heart and soul of Nike. It’s the brand’s namesake. However, the common way that most would define victory in fact alienates many athletes. Victory is more than just about the wins. But how do we make athletes see that while walking the fine line between inclusivity and aspiration.

Solution
Change how athletes see victory by transforming it into more of a feeling, rather than an outcome. A feeling that only you can feel.

Role: Senior Visual Designer

In order to change the perception of victory into more of a unique feeling for athletes, we crafted a design direction that combined Nike’s roots in iconic portrayal’s of athletes with a new typography-led way of visualizing each athlete and product’s story.

Typography was a principle way we could infuse personality and feeling into the direction. Starting with Helvetica Neue as our base, we added selective “word hacks” into our type treatment to imbue each design with a story-driven type treatment. This treatment is variable depending on the athlete/product story/insight/benefit.

Another way we found we could incorporate unique, story-driven design elements was through color. We created a simple technique of extracting a set of colors from a blurred crop of a story’s core imagery and using that to fill things such as micrographics, headlines, and backgrounds.

Taking cues from the natural sounds of sport, we constructed a motion concept that brings an inherent energy into the design system. The sound of a footballer sprinting up the pitch. The sound of a basketball bouncing off the hardwood. All of these sounds are taken and used to create a natural yet rythmic tone for the motion system.

Challenge
Nike’s 2024 Run Campaign needed to be extended into international markets outside the US, namely key cities in Korea, Brazil, and Portugal that are a part of the company’s Asia Pacific Latin America (APLA) market.

Solution
A copy, design, and motion system that spans multiple languages, including key OOH and local event placements.

Role: Senior Visual Designer

Running is all about pushing past your comfort zone. That ethos is reflected through copy, design, and motion that brings uncomfortable truths about running to the forefront, but turns them on their head. By pushing beyond those limitations, every runner wins.

McDonald’s Corporate Web Redesign

Challenge
To go along with the announcement of their new strategic growth strategy, Accelerating the Arches, McDonald’s wanted to refresh their entire digital corporate ecosystem, in order to better communicate their brand purpose and unify the many different pages that made up the former corporate site.

Solution
The new design brings the corporate ecosystem up-to-date, while also becoming the central hub for the Golden Arches worldwide.

Role: Visual Designer

The success of such an immense ask depended on the ability of our team of designers, producers, and clients being able to iterate and provide feedback in real time. Figma made all of this possible and was the engine for our design team, allowing us to transition seamlessly from UX to design.

In total, there were over 50 pages that got designed over the course of seven months and seven design sprints. These ranged from high traffic pages such as the corporate homepage, to more detailed issue pages like Conserving Forests and Food Safety...

...along with a fully functioning prototype of nearly the entire corporate website.

The previous version of the corporate ecosystem had no clear page hierarchy. From the outset, we made sure to correct that and created a clear path of information, starting at the larger and more iconic landing pages, and then filtering down to the more detailed issue pages.

And we of course didn’t forget to bring the playfulness that we’ve all come to associate with the Golden Arches to life in small, branded moments across the ecosystem.

Insight
In 2019, only 1 in 10 kids find sports to be fun. With stats like that, it’s easy to see why kid’s participation in sport is declining.

Challenge
Develop a way for Nike to connect with the youth and encourage them to play.

Big Idea
Nike PLAYlist - An episodic series that lets kids reclaim the fun side of sport by owning the conversation and expressing themselves through activity.

Role: Visual Designer, Animator

Each season includes a variety of segments like Sports Lab, #TheReplay and 60 Second Hangs. In each, elite Athletes like Sam Kerr, De’Aaron Fox and Todd Gurley are paired with kids to inspire them to find new, inventive ways to move.

To ensure the show encourages behavior, we designed each episode to run on YouTube, and live as the first-ever Nike content to run on TikTok.

Challenge
Nike Member Days, a biannual celebration of the Nike Membership community, needed a dynamic and recognizable brand identity, one that could be executed globally and consistently across Nike’s many different geographies, with the primary goal of shifting the promise of Nike Membership from buying to belonging.

Solution
We created a brand identity that works across all placements, geo-specific adaptations, and accommodates both consistent Membership identity elements and future seasonal campaign evolutions.

Role: Visual Designer

Our identity created a consistent look and feel for Member Days, a program that athletes will now recognize, anticipate and celebrate long into the future.

We also created a campaign journey and hub, where Members could explore and participate in globally-led as well as geo-specific activations. The hub was built for local Nike markets to customize their Member Days campaign materials according to their unique Member Days programming.

We extended beyond digital into physical OOH and retail spaces as well, making this campaign into a true online-to-offline journey for our Members.