https://brianmetcalf.com Brian Metcalf Wed, 21 Oct 2020 05:44:07 +0000 https://brianmetcalf.com en https://brianmetcalf.com/Homepage Wed, 21 Oct 2020 05:44:07 +0000 Brian Metcalf https://brianmetcalf.com/Homepage <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/bead9b97cfd90dfb856f0c2bb1ac2dc2da0130f1e5b4f6a11c1083800cf4fe82/Thumbnail_1.1_1920x1080.jpg" data-mid="86226538" border="0" src="https://freight.cargo.site/w/1000/i/bead9b97cfd90dfb856f0c2bb1ac2dc2da0130f1e5b4f6a11c1083800cf4fe82/Thumbnail_1.1_1920x1080.jpg" /> Nike Air Rebrand <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6be9b48f28a7ab5b9c543aaebc3f3d4167daacc837d5af854958eeae57cab69c/SH_Trash_03_1920x1080.jpg" data-mid="86226540" border="0" src="https://freight.cargo.site/w/1000/i/6be9b48f28a7ab5b9c543aaebc3f3d4167daacc837d5af854958eeae57cab69c/SH_Trash_03_1920x1080.jpg" /> Space Hippie <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/215701ea97362ee2c4531738a4c558aad64c8803e7a90daa5e515b5fb607514c/YCSS_Megan_16x9.jpg" data-mid="86226542" border="0" src="https://freight.cargo.site/w/1000/i/215701ea97362ee2c4531738a4c558aad64c8803e7a90daa5e515b5fb607514c/YCSS_Megan_16x9.jpg" /> You Can’t Stop Us <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/b3196d22eac98a6e7859f15c103283b372992c40c2bd1379555a79f0fd6fa8e2/MTZ_Thumbnail_2.jpg" data-mid="86226586" border="0" src="https://freight.cargo.site/w/1000/i/b3196d22eac98a6e7859f15c103283b372992c40c2bd1379555a79f0fd6fa8e2/MTZ_Thumbnail_2.jpg" /> Move to Zero <img width="960" height="540" width_o="960" height_o="540" data-src="https://freight.cargo.site/t/original/i/184cd1fa3d500c9e0401c2ff612a5f4fa45d6d7a078d754b540f4b4ef8684828/LogoThumb2_1.gif" data-mid="88843622" border="0" src="https://freight.cargo.site/w/960/i/184cd1fa3d500c9e0401c2ff612a5f4fa45d6d7a078d754b540f4b4ef8684828/LogoThumb2_1.gif" />NSRL Branding 🔒 <img width="2400" height="1346" width_o="2400" height_o="1346" data-src="https://freight.cargo.site/t/original/i/1cd5c245d141a77ae2bda6eba0986cb094420ceae4cefaf46f636a1c6c0df5fe/Memebership_Hero_Serena.jpg" data-mid="86226528" border="0" src="https://freight.cargo.site/w/1000/i/1cd5c245d141a77ae2bda6eba0986cb094420ceae4cefaf46f636a1c6c0df5fe/Memebership_Hero_Serena.jpg" />Nike Membership Rebrand https://brianmetcalf.com/Nike-Air-Rebrand Sun, 27 Sep 2020 18:30:58 +0000 Brian Metcalf https://brianmetcalf.com/Nike-Air-Rebrand Nike Air Rebranding one of Nike’s biggest footwear innovation platforms to realign consumer expectation and build brand equity.&nbsp; Role: Art Direction &amp; Design LeadCreative Direction: Aaron BelchereArt Direction: Danny DemmersType Design: Nemanja JehlickaAgency Support: Accept &amp; Proceed <img width="1920" height="760" width_o="1920" height_o="760" data-src="https://freight.cargo.site/t/original/i/ecdd7fc54c38d491e99de94c3630f0f60eaf2260fb5d5d736704c950722b5f20/Air_Logo_Black_1920x760.png" data-mid="84474999" border="0" src="https://freight.cargo.site/w/1000/i/ecdd7fc54c38d491e99de94c3630f0f60eaf2260fb5d5d736704c950722b5f20/Air_Logo_Black_1920x760.png" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/4aac0aafc62703ce3853409f52b6b26216d6ecc4fed219b62e98b492ddd2ef76/Air_Product_Alphafly_Profile_Glow_1.2.jpg" data-mid="84617437" border="0" src="https://freight.cargo.site/w/1000/i/4aac0aafc62703ce3853409f52b6b26216d6ecc4fed219b62e98b492ddd2ef76/Air_Product_Alphafly_Profile_Glow_1.2.jpg" /> Nike Air Zoom Alphafly NEXT% shot by Swanson Studio, Art Direction by Adriano Furtado/Nike Global Running <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/b8e7e702b9677777c21e150afaa3dac8ccc7669f204ec81f25ddfccb87bfdb6e/Air_Product_ZoomViperfly1.jpg" data-mid="83907840" border="0" src="https://freight.cargo.site/w/1000/i/b8e7e702b9677777c21e150afaa3dac8ccc7669f204ec81f25ddfccb87bfdb6e/Air_Product_ZoomViperfly1.jpg" />NIke Air Zoom Viperfly shot by Swanson Studio, Art Direction by Taro Motoda <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/166197f5f6eb840ea15ef418df89de1817ae2e158ff1c85d5092858f53b15e02/Air_Product_ZoomViperfly2Detail.jpg" data-mid="83907839" border="0" src="https://freight.cargo.site/w/1000/i/166197f5f6eb840ea15ef418df89de1817ae2e158ff1c85d5092858f53b15e02/Air_Product_ZoomViperfly2Detail.jpg" /> The Air Zoom lockup was introduced on the 2020 Olympic footwear lineup, announced February 2020 <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/0ce4f7efe6355c0e4a11f88625741f7a3fc51d5c2eebc56bc84d1f40a8b596ca/Air_Logo_AirMax.png" data-mid="83907833" border="0" src="https://freight.cargo.site/w/1000/i/0ce4f7efe6355c0e4a11f88625741f7a3fc51d5c2eebc56bc84d1f40a8b596ca/Air_Logo_AirMax.png" /> <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/d6d721a68a3189b5626154adf2e1f5c079d62e286baa8d296ea967464f005b51/Air_Logo_AirZoom.png" data-mid="83907835" border="0" src="https://freight.cargo.site/w/1000/i/d6d721a68a3189b5626154adf2e1f5c079d62e286baa8d296ea967464f005b51/Air_Logo_AirZoom.png" /> <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/ce590fea142873200e735af1256e82b667efc76c4c04970526fbea44f63a4331/Air_Logo_AirVapormax.png" data-mid="83907834" border="0" src="https://freight.cargo.site/w/1000/i/ce590fea142873200e735af1256e82b667efc76c4c04970526fbea44f63a4331/Air_Logo_AirVapormax.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e1d0dbdb5a9e2cda554767b2607d1ffa845ef49dd67dd5bc7b6bb10f21d53166/Air_Product_Alphafly_3Q_1.1.jpg" data-mid="83907841" border="0" src="https://freight.cargo.site/w/1000/i/e1d0dbdb5a9e2cda554767b2607d1ffa845ef49dd67dd5bc7b6bb10f21d53166/Air_Product_Alphafly_3Q_1.1.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/4da056918c23da6ebc8b36240e1c4f88a1f6582777d3d77d266d691900f61357/Air_Product_BB_3Q_1.1.jpg" data-mid="83907842" border="0" src="https://freight.cargo.site/w/1000/i/4da056918c23da6ebc8b36240e1c4f88a1f6582777d3d77d266d691900f61357/Air_Product_BB_3Q_1.1.jpg" /> <img width="960" height="810" width_o="960" height_o="810" data-src="https://freight.cargo.site/t/original/i/b2e98ecf6b37a80c330c6cc3a694a9ef6217c43adf302a1b323a9c45fb812eaa/Air_Product_AMUp_BirdsEyeDetail.jpg" data-mid="83939478" border="0" src="https://freight.cargo.site/w/960/i/b2e98ecf6b37a80c330c6cc3a694a9ef6217c43adf302a1b323a9c45fb812eaa/Air_Product_AMUp_BirdsEyeDetail.jpg" /> <img width="960" height="810" width_o="960" height_o="810" data-src="https://freight.cargo.site/t/original/i/3cf7f0e63583e45edd0179e03af3f47a9a71db6ffd4a344fe5a043b55df0254c/Air_Product_Verona_NaomiOutsole.jpg" data-mid="83938725" border="0" src="https://freight.cargo.site/w/960/i/3cf7f0e63583e45edd0179e03af3f47a9a71db6ffd4a344fe5a043b55df0254c/Air_Product_Verona_NaomiOutsole.jpg" /> <img width="960" height="810" width_o="960" height_o="810" data-src="https://freight.cargo.site/t/original/i/f24369fbba074caf81458626608f7bdac21e9a7ff1c2fe8dd60586be13368b20/Air_Product_AutoMax_HeelDetail.jpg" data-mid="83938722" border="0" src="https://freight.cargo.site/w/960/i/f24369fbba074caf81458626608f7bdac21e9a7ff1c2fe8dd60586be13368b20/Air_Product_AutoMax_HeelDetail.jpg" /> Why rebrand Nike Air? Nike Air is one of the most loved footwear innovations of all time, but the public perception was not aligned with Nike’s vision; Nike Air is rooted in performance. The opportunity to re-position Nike Air as a performance innovation aligned with the release of Nike’s most exciting line of Air performance innovation shoes launched to date, including the Nike Air Zoom Alphafly Next%—the shoe Kipchoge was wearing when he broke the two-hour marathon barrier. OUR WORKThe redesign is an attempt to realign Nike Air as a performance innovation, drawing consumer expectations closer to the company’s vision of the Air innovation platform. We created a simple system and brand strategy to be utilized by product and marketing teams to create an intuitive and integrated ecosystem. OUR FOCUSNike Air is currently split into three distinct innovations: Air Max, Air Zoom, and Air Vapormax. To tell the unique story and benefits of each innovation, 
we worked to build a meaningful vocabulary through consistency on product, logo, packaging and communication. The fundamental role of the new brand system is to build platform equity and lead the consumer on a self-guided journey to understanding 
the unique benefits the Air platform has to offer. MY ROLEWhen I joined the project, the team had a brief and general strategy, but no design. Working as part of a small team of three, I led exploration on all things visual. As the project grew, we presented to and collaborated with multiple product and brand functions across the company. I was also responsible for engaging and leading agency relationships as we worked to expand and systematize the work and guidelines. <img width="2560" height="800" width_o="2560" height_o="800" data-src="https://freight.cargo.site/t/original/i/817fb5341b93ce0ec1b104e55329a87e33896b3af972caaca8156456f80c3d70/Air_Logo_Past.png" data-mid="83907829" border="0" src="https://freight.cargo.site/w/1000/i/817fb5341b93ce0ec1b104e55329a87e33896b3af972caaca8156456f80c3d70/Air_Logo_Past.png" /> ONE MORE LOGO Nike loves logos. At one point, almost every new Air Max shoe had a new logo to match its distinctive style. When this project started, there were at least 20+ different Air logos being used on product. The logos for the three unique Air innovations had been developed independently of one another without consideration of the innovations’ roles within the broader Nike Air platform. Although this created a rich and diverse visual language across the product, it prevented the consumer from understanding the relationship of the individual innovations to Nike Air. Inconsistency in naming and branding across Air products stood in the way of building a system that was easy to navigate. Additionally, when Nike introduced ZoomX foam in 2016, the existing Air Zoom logo had been appropriated in branding ZoomX. The two innovations had nothing in common, but shared a logo. Instead of continuing along the path of independent branding for each innovation, we opted to create just one more logo and worked to bring consistency to the platform by creating a simple and straightforward brand system specific to the Nike Air platform around that mark. BEFORE<img width="1440" height="1000" width_o="1440" height_o="1000" data-src="https://freight.cargo.site/t/original/i/7c4ca494df34f653318c862e0638e643388bcc15b2c8590d061c81e998206b53/Air_Logo_Before2_1440x1000.png" data-mid="83949273" border="0" src="https://freight.cargo.site/w/1000/i/7c4ca494df34f653318c862e0638e643388bcc15b2c8590d061c81e998206b53/Air_Logo_Before2_1440x1000.png" /> AFTER<img width="1440" height="1000" width_o="1440" height_o="1000" data-src="https://freight.cargo.site/t/original/i/e373d8fea631c7a79c73846d6d64459ea5748e529df1cd74b752ce311974b921/Air_Logo_After2_1440x1000.png" data-mid="83949272" border="0" src="https://freight.cargo.site/w/1000/i/e373d8fea631c7a79c73846d6d64459ea5748e529df1cd74b752ce311974b921/Air_Logo_After2_1440x1000.png" />DID YOU KNOW?Generally, Air Max units provide comfort while Air Zoom units produce spring and speed. I had no idea that there were performance differences between Air, Max, Zoom, and Vapormax units when we started this project. The Logo THE IDEA At its core, the Air logo is based on the simple and pure geometry of a circle. The circle can represent the concept of an air molecule, a bubble, or even a simplified air bag. From that, the building blocks of the letter forms spelling “Air” can be pulled: a half circle, a straightened quarter circle, and a quarter circle. Those paths are then distributed using the diameter of the original circle and the stroke is thickened—or inflated, much like an air bag—to create a bold mark with a strong hierarchical read. <img width="1440" height="810" width_o="1440" height_o="810" data-src="https://freight.cargo.site/t/original/i/16445e8a38ea6c165cbc4c4eefca12d1dab27cdfca83f0bbdaf4f1eeecafd947/1_CircletoMark_with_Outlines.gif" data-mid="83942520" border="0" src="https://freight.cargo.site/w/1000/i/16445e8a38ea6c165cbc4c4eefca12d1dab27cdfca83f0bbdaf4f1eeecafd947/1_CircletoMark_with_Outlines.gif" /> REFINEMENT &amp; ADJUSTMENT The structure of the original Air logo concept has been applied to a grid for furthered refinement. The height of the “I” is adjusted for optical alignment. Rounded corners are added to give the mark a familiar softness while maintaining the integrity of the mark. The corner radius, based off the grid size, informs adjusted spacing between each letterform. To ensure optical rendering at any scale, we have three versions with different corner radii. The primary logo features tight rounded corners and letter spacing (2x grid). As the logo is edited down for smaller scales, the logo has more pronounced curves and more open letter spacing (4x grid).&nbsp; I’m not sure about you, but I’m normally one to laugh at logos on grids with circles and lines everywhere hinting to a conceptual geometry that doesn’t actually exist. In the case for this logo, there is some reason here, despite it also being just some geometry that’s a product of an organic exploratory process. Regardless, knowing the process soothes my anxious tendencies, but feel free to still have a laugh on my behalf if you must. <img width="1240" height="1080" width_o="1240" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1ffcf2006da6ab1fa2e60f2079527e448b5f0ccbbb90bfc0de9fb1c9fc6b70c7/Air_Logo_Skeleton_2.1.png" data-mid="83947861" border="0" src="https://freight.cargo.site/w/1000/i/1ffcf2006da6ab1fa2e60f2079527e448b5f0ccbbb90bfc0de9fb1c9fc6b70c7/Air_Logo_Skeleton_2.1.png" /> Typography AIR INNOVATION TYPE An innovation as unique as Nike Air requires a distinct typeface. A bespoke typeface was created in tandem with the new logo. The intent was to pair this new type with the new logo to create the individual innovation lockups. Nemanja Jehlicka, teammate and typophile, joined our small team in the middle of the project and immediately dived into taking the lead in concept and design for the typeface. Nemanja worked with Marko Hrastovec, of Hot Fonts Foundry, for additional development, refinement, and finishing of the files. The final design lands in an innovative and futuristic space. Exaggerated straight lines contrast the curves of the Air logo, giving the type a machined precision, while the tight but rounded corners draw the two together. <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/0ce4f7efe6355c0e4a11f88625741f7a3fc51d5c2eebc56bc84d1f40a8b596ca/Air_Logo_AirMax.png" data-mid="83907833" border="0" src="https://freight.cargo.site/w/1000/i/0ce4f7efe6355c0e4a11f88625741f7a3fc51d5c2eebc56bc84d1f40a8b596ca/Air_Logo_AirMax.png" /> <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/d6d721a68a3189b5626154adf2e1f5c079d62e286baa8d296ea967464f005b51/Air_Logo_AirZoom.png" data-mid="83907835" border="0" src="https://freight.cargo.site/w/1000/i/d6d721a68a3189b5626154adf2e1f5c079d62e286baa8d296ea967464f005b51/Air_Logo_AirZoom.png" /> <img width="1280" height="160" width_o="1280" height_o="160" data-src="https://freight.cargo.site/t/original/i/ce590fea142873200e735af1256e82b667efc76c4c04970526fbea44f63a4331/Air_Logo_AirVapormax.png" data-mid="83907834" border="0" src="https://freight.cargo.site/w/1000/i/ce590fea142873200e735af1256e82b667efc76c4c04970526fbea44f63a4331/Air_Logo_AirVapormax.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/7af0897ca6acc7c671ad1e032e870b80f7a5fd6ddbb0e9467fb0f9601591dd50/Air_Type_A2.png" data-mid="84029896" border="0" src="https://freight.cargo.site/w/960/i/7af0897ca6acc7c671ad1e032e870b80f7a5fd6ddbb0e9467fb0f9601591dd50/Air_Type_A2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/a7b5557319fd349b3a1fe9310587f25a5842a5d560658ab5f63159cbe7c3a507/Air_Type_V2.png" data-mid="84030017" border="0" src="https://freight.cargo.site/w/960/i/a7b5557319fd349b3a1fe9310587f25a5842a5d560658ab5f63159cbe7c3a507/Air_Type_V2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/393f5f23dbeb305bca04a9ff4d68d21abc1c585ef1326a37ddcb97015fa3641a/Air_Type_X2.png" data-mid="84030018" border="0" src="https://freight.cargo.site/w/960/i/393f5f23dbeb305bca04a9ff4d68d21abc1c585ef1326a37ddcb97015fa3641a/Air_Type_X2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/ec0b37c5be689ed740ba5f2ce2f3aa3d512af4d8dd5cdf19f446b236f8b65014/Air_Type_Z2.png" data-mid="84030019" border="0" src="https://freight.cargo.site/w/960/i/ec0b37c5be689ed740ba5f2ce2f3aa3d512af4d8dd5cdf19f446b236f8b65014/Air_Type_Z2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/d33912c0ea0d904a665764d02e90333e825738b42c9a83b7f64a6f2ad150f94b/Air_Type_12.png" data-mid="84030012" border="0" src="https://freight.cargo.site/w/960/i/d33912c0ea0d904a665764d02e90333e825738b42c9a83b7f64a6f2ad150f94b/Air_Type_12.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/b6b1404ae83b85ae186e79ee07fd25af3de9d162f50892aa098c2a19e946cef2/Air_Type_R2.png" data-mid="84030015" border="0" src="https://freight.cargo.site/w/960/i/b6b1404ae83b85ae186e79ee07fd25af3de9d162f50892aa098c2a19e946cef2/Air_Type_R2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/56211e70ca84479c9983bb36ec5b9318be08189980350de72a2f6a6adf5cc60f/Air_Type_AAlt2.png" data-mid="84030014" border="0" src="https://freight.cargo.site/w/960/i/56211e70ca84479c9983bb36ec5b9318be08189980350de72a2f6a6adf5cc60f/Air_Type_AAlt2.png" /> <img width="960" height="740" width_o="960" height_o="740" data-src="https://freight.cargo.site/t/original/i/f2f30bf839f0e42d76b8a3a567ac8581e2aa6fd06df2cb4f91fda6af06ff5a7e/Air_Type_82.png" data-mid="84030013" border="0" src="https://freight.cargo.site/w/960/i/f2f30bf839f0e42d76b8a3a567ac8581e2aa6fd06df2cb4f91fda6af06ff5a7e/Air_Type_82.png" /> <img width="1920" height="740" width_o="1920" height_o="740" data-src="https://freight.cargo.site/t/original/i/001e1501eb3e12f248bf082ed47f643b48b7e5a505f0bada4df31d2fa96e74c1/Air_Type_Alphabet2.png" data-mid="84029975" border="0" src="https://freight.cargo.site/w/1000/i/001e1501eb3e12f248bf082ed47f643b48b7e5a505f0bada4df31d2fa96e74c1/Air_Type_Alphabet2.png" /> Typeface designed by Nemanja Jehlicka, in collaboration with Marko Hrastovec of Hot Fonts SIZE MATTERSOn-product application requires logos to work at a small-scale and withstand a variety of application processes: print, emboss, deboss, heat-transfer, etc. To ensure optical rendering for smaller sizes, the innovation wordmarks are scaled up to match the full height of the Air logo. <img width="960" height="150" width_o="960" height_o="150" data-src="https://freight.cargo.site/t/original/i/a06fcb6efa5ce99898880bd9377692160c1e1f1aa06665daacf461b663253c28/Air_Logo_SmallMax.png" data-mid="84031459" border="0" src="https://freight.cargo.site/w/960/i/a06fcb6efa5ce99898880bd9377692160c1e1f1aa06665daacf461b663253c28/Air_Logo_SmallMax.png" /><img width="960" height="150" width_o="960" height_o="150" data-src="https://freight.cargo.site/t/original/i/38a2211f552eea25b8eced0bce09268c4ae07f4660e439f153cfbd6c79918977/Air_Logo_SmallZoom.png" data-mid="84031437" border="0" src="https://freight.cargo.site/w/960/i/38a2211f552eea25b8eced0bce09268c4ae07f4660e439f153cfbd6c79918977/Air_Logo_SmallZoom.png" /><img width="960" height="150" width_o="960" height_o="150" data-src="https://freight.cargo.site/t/original/i/d7a2982bcf4aadeb5ffd46a547777f323bf53579ae7d2b7fa7e5e013b7d53c51/Air_Logo_SmallVapormax.png" data-mid="84031431" border="0" src="https://freight.cargo.site/w/960/i/d7a2982bcf4aadeb5ffd46a547777f323bf53579ae7d2b7fa7e5e013b7d53c51/Air_Logo_SmallVapormax.png" /> Can it float? LOGO ANIMATIONS Nike Air has always been a little irreverent and playful. We tried to bring some of that enegry into the branding with animations of the logo. Working with More and More, we used the logo to convey various product benefits that Nike Air provides: from the lightweight and plush comfort of Air Max to the propulsive speed of Air Zoom. Animations in collaboration with More and More Category Integration INTO THE WILD The logo and lockups are slowly making their way into the world as more products are branded with the marks, giving the design teams a chance to use the logos in product marketing campaigns, resulting in a tighter cohesion between product and marketing creative. <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/03d231dee2b5b78e5814b7cf1c9472aa8f02f9b79203a4f4aacf1e585a2c8a4f/Air_Peg37_1.jpg" data-mid="84530200" border="0" src="https://freight.cargo.site/w/1000/i/03d231dee2b5b78e5814b7cf1c9472aa8f02f9b79203a4f4aacf1e585a2c8a4f/Air_Peg37_1.jpg" /> <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/6c7d2493e5ce22b64805fbf04ba7cc7f8f1a4795e67f890ada17296c11ca5811/Air_Peg37_3.jpg" data-mid="84530202" border="0" src="https://freight.cargo.site/w/1000/i/6c7d2493e5ce22b64805fbf04ba7cc7f8f1a4795e67f890ada17296c11ca5811/Air_Peg37_3.jpg" /> <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/26672fb948346361e7869205a2278a51685eaf9040e275ee1bdf255e5460615a/Air_Peg37_2.jpg" data-mid="84530201" border="0" src="https://freight.cargo.site/w/1000/i/26672fb948346361e7869205a2278a51685eaf9040e275ee1bdf255e5460615a/Air_Peg37_2.jpg" /> Campaign creative for the Peg37 from Nike Running <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/3376f7a14cc9da362ed1616e86a8c634711e36d26a8bc9f2866ed9394e5a0cb5/Air_YTThumbnail.jpg" data-mid="84530294" border="0" src="https://freight.cargo.site/w/800/i/3376f7a14cc9da362ed1616e86a8c634711e36d26a8bc9f2866ed9394e5a0cb5/Air_YTThumbnail.jpg" />Title card for The Story of Air Max on YouTube 3D animation by Dean Giffin, as part of Nike Running’s Tempo Next% Behind the Design Nike Running’s Air Zoom Pegasus 37 Behind the Design <img width="800" height="450" width_o="800" height_o="450" data-src="https://freight.cargo.site/t/original/i/db6e5b9e3f879454bf1761ad0282b9c63f245fb1a21654cc4835c6af35de6640/Air_NSW2090Lockup_.gif" data-mid="84530581" border="0" src="https://freight.cargo.site/w/800/i/db6e5b9e3f879454bf1761ad0282b9c63f245fb1a21654cc4835c6af35de6640/Air_NSW2090Lockup_.gif" />Lockup from the Air Max 2090 creative from Nike Sportswear ︎︎︎Previous Next︎︎︎ https://brianmetcalf.com/Space-Hippie Tue, 29 Sep 2020 04:06:22 +0000 Brian Metcalf https://brianmetcalf.com/Space-Hippie Space Hippie With each silhouette weighing in at 25–50% recycled content, Space Hippie is trash transformed. It was our job to show it. Role: Art Direction &amp; Design LeadCreative Direction: Aaron BelchereArt Direction: Andre Simmons Animation and Set Photo: Movie MountainStudio Photography &amp; Styling: Unruh/Jones <img width="1920" height="900" width_o="1920" height_o="900" data-src="https://freight.cargo.site/t/original/i/cdcb3784179aa13574f358ebe797d019cc662563494d92963b27c5dedb26d53b/SH_HeadImage_03Dual.jpg" data-mid="84045067" border="0" src="https://freight.cargo.site/w/1000/i/cdcb3784179aa13574f358ebe797d019cc662563494d92963b27c5dedb26d53b/SH_HeadImage_03Dual.jpg" /> Stop motion animation in collaboration with Movie Mountain Concept TRASH TRANSFORMEDThere is a single objective at the core of the Space Hippie collection: create Nike’s lowest carbon footprint shoe. This singular focus, which started in the innovation lab, drove numerous teams to question everything—from source materials and method of make, to how the final product was delivered to a consumer’s doorstep. OUR SOLUTIONThe shoes net out between 25-50% of recycled materials by weight. Our job was pretty simple in theory: show how one man’s trash can transform into another man’s shoe. We worked with the magical brains at Movie Mountain to craft a short, completely hand-made, whimsical stop motion animation showing the raw material transform into a fully formed product. MY ROLEThis project was unique in that we had a surprisingly long lead time from brief to delivery. Naturally, the work took many twists and turns with rebriefs and total scrapping of concepts. I worked closely with my teammate, Andre Simmons, on concept and design for the final output. My primary focus was on the in-studio trash sculptures and all design work Andre utilized his diverse shoot experience to focus on the direction for the stop motion and on-set photography—all done remotely, just after stay-at-home issues were ordered. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/dfc634862d45fc8070e94b535e5b2f77979d3d4f02701e578da5157c68df45b5/SH_Set_01_1920x1080.jpg" data-mid="84044678" border="0" src="https://freight.cargo.site/w/1000/i/dfc634862d45fc8070e94b535e5b2f77979d3d4f02701e578da5157c68df45b5/SH_Set_01_1920x1080.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/80785dab8cddc2ab801905361328405db6d9dd8d62e3292b843cced4bb52b95d/SH_Set_02_1920x1080.jpg" data-mid="84044679" border="0" src="https://freight.cargo.site/w/1000/i/80785dab8cddc2ab801905361328405db6d9dd8d62e3292b843cced4bb52b95d/SH_Set_02_1920x1080.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5250c86a1d7780a08eccc3fc8881a5ef8db6721d11fadb4f56f930635feedb54/SH_Set_03_1920x1080.jpg" data-mid="84044685" border="0" src="https://freight.cargo.site/w/1000/i/5250c86a1d7780a08eccc3fc8881a5ef8db6721d11fadb4f56f930635feedb54/SH_Set_03_1920x1080.jpg" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2968c53a7bce551655f948e74c6dad5650cd3889fced0fb3a461d46ff4a71cee/SH_Set_04_1920x1080.jpg" data-mid="84044688" border="0" src="https://freight.cargo.site/w/1000/i/2968c53a7bce551655f948e74c6dad5650cd3889fced0fb3a461d46ff4a71cee/SH_Set_04_1920x1080.jpg" /> THE WORKSHOP TABLEOur inspiration for the stop motion animation and on-set photography environment was the birthplace of the collection: the designers‘ workspace. The hand-made set was propped with objects from the designers’ real tables: a salt lamp, air plant, power drill, and of course, a tie-dyed shirt. Trash Sculptures ONE MAN’S TRASHIn addition to the primary on-set assets, we created a series of trash sculptures in the shape of the four Space Hippie silhouettes. These were meant to be more artistic, referencing, but not limited to, the raw materials used in manufacturing. These images allowed us to play with a rather classic Nike advert layout formula paired with the provocative line, “This is Trash.” A number of iterations were created on set during a day spent with the photo and ideation duo, Unruh/Jones. <img width="900" height="643" width_o="900" height_o="643" data-src="https://freight.cargo.site/t/original/i/b6eb56102a8c3668c8f87a1bf307be59a9cc2f8b6cd9d0d9010dc82edab9f0aa/SH_TrashShoes_01.jpg" data-mid="84530700" border="0" src="https://freight.cargo.site/w/900/i/b6eb56102a8c3668c8f87a1bf307be59a9cc2f8b6cd9d0d9010dc82edab9f0aa/SH_TrashShoes_01.jpg" /> <img width="900" height="643" width_o="900" height_o="643" data-src="https://freight.cargo.site/t/original/i/e4fd6fa89e9667133e35ec91aeffcdfcc3016de5bee7dceea099965bcca51728/SH_TrashShoes_02.jpg" data-mid="84530701" border="0" src="https://freight.cargo.site/w/900/i/e4fd6fa89e9667133e35ec91aeffcdfcc3016de5bee7dceea099965bcca51728/SH_TrashShoes_02.jpg" /> <img width="900" height="643" width_o="900" height_o="643" data-src="https://freight.cargo.site/t/original/i/2c70e09d5b33604d0bdf3f495c257bc37001334f27fc6fddbae4ac52647495c3/SH_TrashShoes_03.jpg" data-mid="84530702" border="0" src="https://freight.cargo.site/w/900/i/2c70e09d5b33604d0bdf3f495c257bc37001334f27fc6fddbae4ac52647495c3/SH_TrashShoes_03.jpg" /> <img width="900" height="643" width_o="900" height_o="643" data-src="https://freight.cargo.site/t/original/i/5ff9328573324733a97b9f9b8aa3c7d8f75bc652d5dc9be12bc557fdce2a342a/SH_TrashShoes_04.jpg" data-mid="84530703" border="0" src="https://freight.cargo.site/w/900/i/5ff9328573324733a97b9f9b8aa3c7d8f75bc652d5dc9be12bc557fdce2a342a/SH_TrashShoes_04.jpg" /> Styling and Photography with Unruh/Jones <img width="2200" height="1033" width_o="2200" height_o="1033" data-src="https://freight.cargo.site/t/original/i/909364979d85c56612fd32c4b92ecd7ae613f3b7d0f1da663e86550074d9dea1/SH_Posters_Insitu.jpg" data-mid="84142735" border="0" src="https://freight.cargo.site/w/1000/i/909364979d85c56612fd32c4b92ecd7ae613f3b7d0f1da663e86550074d9dea1/SH_Posters_Insitu.jpg" /> Slide Animations TRASH TO TREASUREWe captured product shots at the same time we made the trash sculptures. This allowed us to play with a simple reveal animation for all four shoes that directly explained the headline.&nbsp; <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/af97069594625f2d578eec03dc5fa04df6c248d686db63b6261d07768cfb91d6/SH_SwipeVideo_03_Comp.gif" data-mid="84230039" border="0" src="https://freight.cargo.site/w/1000/i/af97069594625f2d578eec03dc5fa04df6c248d686db63b6261d07768cfb91d6/SH_SwipeVideo_03_Comp.gif" /> ︎︎︎Previous Next︎︎︎ https://brianmetcalf.com/You-Cant-Stop-Us Tue, 29 Sep 2020 15:55:07 +0000 Brian Metcalf https://brianmetcalf.com/You-Cant-Stop-Us You Can’t Stop Us Serving as the keystone in part of Nike’s multi-chapter 2020 brand campaign, You Can’t Stop Us celebrates the power of sport to bring people together and inspire hope. Role: Art Direction &amp; Design LeadCreative Direction: Aaron BelchereAgency Partner: Doubleday &amp; Cartwright <img width="2000" height="1125" width_o="2000" height_o="1125" data-src="https://freight.cargo.site/t/original/i/215701ea97362ee2c4531738a4c558aad64c8803e7a90daa5e515b5fb607514c/YCSS_Megan_16x9.jpg" data-mid="84155375" border="0" src="https://freight.cargo.site/w/1000/i/215701ea97362ee2c4531738a4c558aad64c8803e7a90daa5e515b5fb607514c/YCSS_Megan_16x9.jpg" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/ee17a0818975a4271bca611a15286aa4980c35225ddbf5029bc3964dd0f1667f/YCSS_Layout_InSitu_Serena5.jpg" data-mid="84160408" border="0" src="https://freight.cargo.site/w/1000/i/ee17a0818975a4271bca611a15286aa4980c35225ddbf5029bc3964dd0f1667f/YCSS_Layout_InSitu_Serena5.jpg" /> <img width="1200" height="1200" width_o="1200" height_o="1200" data-src="https://freight.cargo.site/t/original/i/33b192c258a860faf49ce504a3ac0c7a3b43c6b29024f7bee99c07e7045f5986/YCSS_Layout_InSitu_KapMegan_VERT.jpg" data-mid="84531925" border="0" src="https://freight.cargo.site/w/1000/i/33b192c258a860faf49ce504a3ac0c7a3b43c6b29024f7bee99c07e7045f5986/YCSS_Layout_InSitu_KapMegan_VERT.jpg" /> <img width="2200" height="949" width_o="2200" height_o="949" data-src="https://freight.cargo.site/t/original/i/cb821e509ac5ee53e0861bbc86868ddf06476d794efcd9683ee3633e08ca924a/YCSS_Layout_Mbappe_A1.jpg" data-mid="84159431" border="0" src="https://freight.cargo.site/w/1000/i/cb821e509ac5ee53e0861bbc86868ddf06476d794efcd9683ee3633e08ca924a/YCSS_Layout_Mbappe_A1.jpg" /> Concept YOU CAN’T STOP US At the core of the campaign was Wieden + Kennedy’s eponymous anthem, a viral spot that was 90 seconds packed with nearly perfect split screen footage of athletes. Serving as the inspiration for our OOH and digital extension of the work, we explored how to bring the You Can’t Stop Us message to life in split imagery. <img width="1200" height="1553" width_o="1200" height_o="1553" data-src="https://freight.cargo.site/t/original/i/39d66eac473a7bcfc76e2d14f899f44677a7fa40ee9767e317558646aee6f575/YCSS_Layout_Caster_A2.jpg" data-mid="84160938" border="0" src="https://freight.cargo.site/w/1000/i/39d66eac473a7bcfc76e2d14f899f44677a7fa40ee9767e317558646aee6f575/YCSS_Layout_Caster_A2.jpg" /> <img width="1200" height="1553" width_o="1200" height_o="1553" data-src="https://freight.cargo.site/t/original/i/5a127a71463fe59dc49323ec619a1ba4ad48fe0d3325cca1816dadd5ea24bb29/YCSS_Layout_KapLiverpool_A2.jpg" data-mid="84161030" border="0" src="https://freight.cargo.site/w/1000/i/5a127a71463fe59dc49323ec619a1ba4ad48fe0d3325cca1816dadd5ea24bb29/YCSS_Layout_KapLiverpool_A2.jpg" /> <img width="1200" height="1553" width_o="1200" height_o="1553" data-src="https://freight.cargo.site/t/original/i/8c5b41e8e84121ca5a941d1c91786899b7638f7834e0e7122f8dce1eb8f6480a/YCSS_Layout_Giannis_A2.jpg" data-mid="84161029" border="0" src="https://freight.cargo.site/w/1000/i/8c5b41e8e84121ca5a941d1c91786899b7638f7834e0e7122f8dce1eb8f6480a/YCSS_Layout_Giannis_A2.jpg" /> Split Images A SHARED EXPERIENCE The primary campaign centered on split images pairing elite and everyday athletes together in a shared composition.&nbsp; Starting the process in the height of the pandemic, we knew the odds of producing a photoshoot(s) was slim. We tapped the team at Doubleday &amp; Cartwright—creators of the well-known Victory Journal, a beautiful image-forward sports publication—to help out on image sourcing, pairing, and retouch. We had several important conceptual guardrails that made the process anything but easy. Beyond matching up as perfectly as possible, we pushed for emotional tones of unity, joy, and hope. We wanted to mix sports within the pairings and contrast in-game and everyday shots. Our last goal was to search for everyday athletes that had a story and could create a greater narrative depth within the image pairing. <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/61dcfa9f1953e6881b33f6f303b11be4953e5fee49f33cdc3922b5017a5e6018/YCSS_KapMegan_8x5.jpg" data-mid="84531439" border="0" src="https://freight.cargo.site/w/1000/i/61dcfa9f1953e6881b33f6f303b11be4953e5fee49f33cdc3922b5017a5e6018/YCSS_KapMegan_8x5.jpg" /> <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/41f365226cdc385034fe7fb3dd89c4d8069893da2317d09efbdf41c42db4e43f/YCSS_Mbappe_8x5.jpg" data-mid="84531443" border="0" src="https://freight.cargo.site/w/1000/i/41f365226cdc385034fe7fb3dd89c4d8069893da2317d09efbdf41c42db4e43f/YCSS_Mbappe_8x5.jpg" /> <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/480f89baa198e94195f2d0324fbf3214a3ae287dc82fde6f617de214e851a750/YCSS_KapNurse_8x5.jpg" data-mid="84531441" border="0" src="https://freight.cargo.site/w/1000/i/480f89baa198e94195f2d0324fbf3214a3ae287dc82fde6f617de214e851a750/YCSS_KapNurse_8x5.jpg" /> <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/1bcf25a4b41b327f137fe83b11814ab4bc58261697748d9126942301199ce543/YCSS_Ronaldo_8x5.jpg" data-mid="84160793" border="0" src="https://freight.cargo.site/w/1000/i/1bcf25a4b41b327f137fe83b11814ab4bc58261697748d9126942301199ce543/YCSS_Ronaldo_8x5.jpg" /> <img width="1200" height="754" width_o="1200" height_o="754" data-src="https://freight.cargo.site/t/original/i/e32fc29a398cdf73587ad8b45a5b04e94f1e149d412abd7115581d710974975e/YCSS_Kipchoge_8x5.jpg" data-mid="84160766" border="0" src="https://freight.cargo.site/w/1000/i/e32fc29a398cdf73587ad8b45a5b04e94f1e149d412abd7115581d710974975e/YCSS_Kipchoge_8x5.jpg" /> <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/be06931785405b343b2cc9f5613745ff2f93a29d129afdf82a3de7fb92bf7588/YCSS_KapCheer_8x5.jpg" data-mid="84531416" border="0" src="https://freight.cargo.site/w/1000/i/be06931785405b343b2cc9f5613745ff2f93a29d129afdf82a3de7fb92bf7588/YCSS_KapCheer_8x5.jpg" /> <img width="1200" height="754" width_o="1200" height_o="754" data-src="https://freight.cargo.site/t/original/i/7acf4680072a5cc9b743be56fc34dc71fafb3bd61d3b97442ceaa0efea80e322/YCSS_Lebron_8x5.jpg" data-mid="84160786" border="0" src="https://freight.cargo.site/w/1000/i/7acf4680072a5cc9b743be56fc34dc71fafb3bd61d3b97442ceaa0efea80e322/YCSS_Lebron_8x5.jpg" /> <img width="1200" height="750" width_o="1200" height_o="750" data-src="https://freight.cargo.site/t/original/i/7aa1321629a65566bf53c94b6e18c481b85436d76038089b70161054090d081d/YCSS_Serena_8x5.jpg" data-mid="84531458" border="0" src="https://freight.cargo.site/w/1000/i/7aa1321629a65566bf53c94b6e18c481b85436d76038089b70161054090d081d/YCSS_Serena_8x5.jpg" /> <img width="1200" height="754" width_o="1200" height_o="754" data-src="https://freight.cargo.site/t/original/i/e6fd4d4013e837ec026f175a48da049c6c039a209ddb1140f8247c019b15d6fd/YCSS_Saquon_8x5.jpg" data-mid="84160767" border="0" src="https://freight.cargo.site/w/1000/i/e6fd4d4013e837ec026f175a48da049c6c039a209ddb1140f8247c019b15d6fd/YCSS_Saquon_8x5.jpg" /> On Social SUPPORTING THE ANTHEMWith a majority of people stuck inside during the pandemic, social media became a primary conduit for the campaign. Our work supported the viral W+K spot, aiming to add to the story versus take away the spotlight. We utilized Instagram’s carousel feature to reveal the split images. Additional athletes posted a supporting text graphic paired with an image of them making change in their communities. Nike’s Geo teams also took the oppertunity to scale our split image concept with athletes important to their specific region. KEY ATHLETES <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5c636276d6e1da718a0caf8deaad0a34508dc511f19c39a3ea1136d03fd1882f/YCSS_Social_Serena.png" data-mid="84164317" border="0" src="https://freight.cargo.site/w/1000/i/5c636276d6e1da718a0caf8deaad0a34508dc511f19c39a3ea1136d03fd1882f/YCSS_Social_Serena.png" /> ATHLETE COSIGNS <img width="1440" height="1080" width_o="1440" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ee9d171c41660ae899b85175980aeb6b56b4565e9983bcdc77f1922209ad7d63/YCSS_Social_AntDavis.png" data-mid="84164612" border="0" src="https://freight.cargo.site/w/1000/i/ee9d171c41660ae899b85175980aeb6b56b4565e9983bcdc77f1922209ad7d63/YCSS_Social_AntDavis.png" /> GEO EXTENSIONS <img width="900" height="626" width_o="900" height_o="626" data-src="https://freight.cargo.site/t/original/i/2a1b6ce5994df6e58ebc708ceee80010d0b30dc72b659830b2597946009217cc/YCSS_GeoExtension_London.jpg" data-mid="84583014" border="0" src="https://freight.cargo.site/w/900/i/2a1b6ce5994df6e58ebc708ceee80010d0b30dc72b659830b2597946009217cc/YCSS_GeoExtension_London.jpg" /> <img width="900" height="626" width_o="900" height_o="626" data-src="https://freight.cargo.site/t/original/i/955ba404dc6142b86fbfef8cba1a32e60b10694819bbca18f979ab88bd3cfd48/YCSS_GeoExtension_Berlin1.jpg" data-mid="84583017" border="0" src="https://freight.cargo.site/w/900/i/955ba404dc6142b86fbfef8cba1a32e60b10694819bbca18f979ab88bd3cfd48/YCSS_GeoExtension_Berlin1.jpg" /> <img width="900" height="626" width_o="900" height_o="626" data-src="https://freight.cargo.site/t/original/i/bf9a10f90fb87933df72f0e9aeaf6c586bd3cf2b100df4cf6cb80ada8682e24e/YCSS_GeoExtension_Berlin2.jpg" data-mid="84583018" border="0" src="https://freight.cargo.site/w/900/i/bf9a10f90fb87933df72f0e9aeaf6c586bd3cf2b100df4cf6cb80ada8682e24e/YCSS_GeoExtension_Berlin2.jpg" /> <img width="900" height="626" width_o="900" height_o="626" data-src="https://freight.cargo.site/t/original/i/033cc9bc92139011773266355a7d114f569684c01c0811a91eeb87ea312817f8/YCSS_GeoExtension_USFootball.jpg" data-mid="84583672" border="0" src="https://freight.cargo.site/w/900/i/033cc9bc92139011773266355a7d114f569684c01c0811a91eeb87ea312817f8/YCSS_GeoExtension_USFootball.jpg" /> ATHLETE REACTIONS <img width="597" height="408" width_o="597" height_o="408" data-src="https://freight.cargo.site/t/original/i/d7961407325e9ad95612798cf52157a655a19e61b9d62116a5effea99987976f/YCSS_Social_KapPost.png" data-mid="84532193" border="0" src="https://freight.cargo.site/w/597/i/d7961407325e9ad95612798cf52157a655a19e61b9d62116a5effea99987976f/YCSS_Social_KapPost.png" /> We had a few Kaepernick pairings; he chose to post one paired with a nurse kneeling in solidarity with the White Coats for Black Lives protest. <img width="1021" height="763" width_o="1021" height_o="763" data-src="https://freight.cargo.site/t/original/i/39b9eb97d2e082dcd6fcbbec97dd2b90b93b83ce15b7f60c58e1d41b07c3f0fc/YCSS_Social_NiaPost.png" data-mid="84532194" border="0" src="https://freight.cargo.site/w/1000/i/39b9eb97d2e082dcd6fcbbec97dd2b90b93b83ce15b7f60c58e1d41b07c3f0fc/YCSS_Social_NiaPost.png" /> It was amazing to see the responses and excitement of the everyday athletes in images; Nia Snelling, the cheerleader paired with Kaepernick, had my favorite response. <img width="815" height="600" width_o="815" height_o="600" data-src="https://freight.cargo.site/t/original/i/27b46e8ee9563592a957aac3da09289fdbb8216338d9a2b3eddcb285b7fb222f/YCSS_Social_SatouPost.png" data-mid="84532575" border="0" src="https://freight.cargo.site/w/815/i/27b46e8ee9563592a957aac3da09289fdbb8216338d9a2b3eddcb285b7fb222f/YCSS_Social_SatouPost.png" />Satou Sabally, German WBNA Rookie, exclaimed the pride she felt that her brothers could see her on a mural in Berlin. <img width="2200" height="1031" width_o="2200" height_o="1031" data-src="https://freight.cargo.site/t/original/i/a521bf16514abb13987ad074e2fbaa5930b98251237419ad3a0eea333504e821/YCSS_Retail.jpg" data-mid="84161294" border="0" src="https://freight.cargo.site/w/1000/i/a521bf16514abb13987ad074e2fbaa5930b98251237419ad3a0eea333504e821/YCSS_Retail.jpg" /> ︎︎︎Previous Next︎︎︎ https://brianmetcalf.com/Move-To-Zero Thu, 01 Oct 2020 00:30:17 +0000 Brian Metcalf https://brianmetcalf.com/Move-To-Zero Nike Move To Zero Revealed in 2019, Move to Zero is Nike’s journey toward zero carbon and zero waste, with a singular aim: help protect the future of sport. Working closely with various Sustainability functions at Nike, our team lead strategy and branding for the initiative. Role: Art Direction &amp; Design Lead Creative Direction: Aaron Belchere Art Direction: Danny Demmers Design: Nemanja JehlickaAgency Support: Accept &amp; Proceed <img width="1343" height="638" width_o="1343" height_o="638" data-src="https://freight.cargo.site/t/original/i/b9976181f1256e56500720eacd06b2cb39743ec65d4ac849feab33a7d4056951/Logo_3Up.gif" data-mid="84366416" border="0" src="https://freight.cargo.site/w/1000/i/b9976181f1256e56500720eacd06b2cb39743ec65d4ac849feab33a7d4056951/Logo_3Up.gif" /> BRIEFClimate change is threatening the future of sport, and the world. 94% of GenZ believe companies should be environmentally friendly, and consumers are demanding companies be useful or get out of the way. Nike has a number of separate teams working on sustainable products and innovations at all times, but historically, there was no central hub nor focus. Move to Zero (MTZ) was created to package those efforts together under a central focus and single brand. SOLUTION Move to Zero is a look at the company’s past to inspire the future. With the young consumer in mind, we developed the concept of “Optimistic Urgency” to inform the work. We developed an identity system that felt fresh and new, but also informative and trustful. An exposed grid speaks to the transparency of the structure, hazard striping mimics emergency vehicles, and Volt keeps it undeniably Nike. MY ROLEOur small team was brought into the process early on, working with cross-functional teams from start to finish on strategy, naming, and design. After working closely with Aaron and Danny on initial strategy and direction, I led art direction and design with Aaron’s creative oversight. Our primary deliverable was an identity system and design guidelines that could be handed over to other design teams for project-specific execution. I was also responsible for engaging and leading agency relationships as we worked to expand and systemize the work and guidelines. <img width="2200" height="453" width_o="2200" height_o="453" data-src="https://freight.cargo.site/t/original/i/daed90399217ba216b8acbec9df7cd2f30a475219506b82877f70c0c24686bb5/MTZ_HeaderTape4.jpg" data-mid="84353913" border="0" src="https://freight.cargo.site/w/1000/i/daed90399217ba216b8acbec9df7cd2f30a475219506b82877f70c0c24686bb5/MTZ_HeaderTape4.jpg" /> Identity A SIMPLE KIT OF PARTSWe developed an identity system that felt fresh and new, but also informative and trustful. An exposed grid speaks to the transparency of the structure, hazard striping mimics emergency vehicles, and Volt keeps it undeniably Nike. LOCK-UP <img width="960" height="900" width_o="960" height_o="900" data-src="https://freight.cargo.site/t/original/i/33636693fbeeb3e920af47fdbb7461ee09409d08c919d32520f09a0b733b3af4/MTZ_Brand_1Logo.png" data-mid="84370071" border="0" src="https://freight.cargo.site/w/960/i/33636693fbeeb3e920af47fdbb7461ee09409d08c919d32520f09a0b733b3af4/MTZ_Brand_1Logo.png" /> MISSION STATEMENT <img width="960" height="900" width_o="960" height_o="900" data-src="https://freight.cargo.site/t/original/i/0db40a1b70ac424cb060b2767ba91a6f8650fbd15be409a4f752a0aaaf7ae2c0/MTZ_Brand_2Statement.png" data-mid="84370136" border="0" src="https://freight.cargo.site/w/960/i/0db40a1b70ac424cb060b2767ba91a6f8650fbd15be409a4f752a0aaaf7ae2c0/MTZ_Brand_2Statement.png" /> EXPOSED GRID &amp; HAZARD STRIPING <img width="960" height="900" width_o="960" height_o="900" data-src="https://freight.cargo.site/t/original/i/b2e9d545b9ad49f39df2e4dbcf6b11cf1ffe67e2a0a10bf9ccb80f39978bafc0/MTZ_Brand_3Graphic.png" data-mid="84370086" border="0" src="https://freight.cargo.site/w/960/i/b2e9d545b9ad49f39df2e4dbcf6b11cf1ffe67e2a0a10bf9ccb80f39978bafc0/MTZ_Brand_3Graphic.png" /> COLOR <img width="960" height="900" width_o="960" height_o="900" data-src="https://freight.cargo.site/t/original/i/62797cdaf3fc196c744ce64076644f64fc73fddcdda7ac8d95f95619e3b6de1b/MTZ_Brand_4Color.png" data-mid="84370088" border="0" src="https://freight.cargo.site/w/960/i/62797cdaf3fc196c744ce64076644f64fc73fddcdda7ac8d95f95619e3b6de1b/MTZ_Brand_4Color.png" /> <img width="2200" height="999" width_o="2200" height_o="999" data-src="https://freight.cargo.site/t/original/i/db0d38f646923f53dac3619fb59e4712dad9f142d9e4cf6d0bf0c54e6021c37c/MTZ_Guidelines2.jpg" data-mid="114279624" border="0" src="https://freight.cargo.site/w/1000/i/db0d38f646923f53dac3619fb59e4712dad9f142d9e4cf6d0bf0c54e6021c37c/MTZ_Guidelines2.jpg" /> Reduce, Reuse, Recycle [The Logo] THE SUNBURST You might already recognize the icon without knowing what Move to Zero is. That’s because the mark was one of the first iterations of the Nike Swoosh to appear on product. The Sunburst was initially sketched out in the mid 70s by Nike’s first employee, Jeff Johnson, because he felt like the asymmetry of the Swoosh didn’t work well on product. Geoff Hollister refined the mark, and Carolyn Davidson (designer of the Swoosh) went on to use it on product. As we began research and design exploration for Move to Zero, the Sunburst became more and more intriguing. We were talking a lot about circularity and thought, what if we embodied the concept of circular design, and reclaimed this logo as a marker for all things sustainable? After conversations with the apparel teams, who were still using the mark as a hertiege decorative element, and with the blessing from Jeff Johnson himself, the Sunburst was declared the offical mark of MTZ. <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/f31b75a4f44e661f79a79669e24661796b96a348cccf65d6203fe68c653c3df5/MTZ_Logo_JJSketch2B.jpg" data-mid="84381893" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/f31b75a4f44e661f79a79669e24661796b96a348cccf65d6203fe68c653c3df5/MTZ_Logo_JJSketch2B.jpg" />Jeff’s original Sunburst sketch (left) and Carolyn’s drawing with application notes (right) <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/950ef11e9476530fc30d74b86b98cc266446ceab373ba347914b198460e1dfa3/MTZ_Logo_Heads.jpg" data-mid="84382514" border="0" src="https://freight.cargo.site/w/1000/i/950ef11e9476530fc30d74b86b98cc266446ceab373ba347914b198460e1dfa3/MTZ_Logo_Heads.jpg" />Carolyn Davidson &amp; Jeff Johnson THE WORD MARKKnowing MTZ was positioned to become a core pillar of the company, we didn’t want to stray too far from the brand’s core typeface, Futura Condensed Extra Bold. The typography for the wordmark comes with a slight nod to the idea of reduction and visually “moving to zero”. We chopped off the top and bottom of the letterforms, creating a truncated face that is 80% of the original height. This decision on this coinceded with a presentation page (top right) positioning MTZ as the brand’s answer to the abundance of excess in the world. <img width="1600" height="668" width_o="1600" height_o="668" data-src="https://freight.cargo.site/t/original/i/ce52e7fb0fc273f758111e433529be1cb337adb547cc1ba34a820c08440ab6fb/MTZ_TypeCrop.gif" data-mid="84461139" border="0" src="https://freight.cargo.site/w/1000/i/ce52e7fb0fc273f758111e433529be1cb337adb547cc1ba34a820c08440ab6fb/MTZ_TypeCrop.gif" /> <img width="400" height="225" width_o="400" height_o="225" data-src="https://freight.cargo.site/t/original/i/b58d193272033397c18d177a593d1f974ded87d2e225be1f7ca67f8c43a9ada0/MTZ_Logo_ZER0CropAnimation.gif" data-mid="84459291" border="0" src="https://freight.cargo.site/w/400/i/b58d193272033397c18d177a593d1f974ded87d2e225be1f7ca67f8c43a9ada0/MTZ_Logo_ZER0CropAnimation.gif" /> <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/00ed8e0b390e7d377f98249ab1a50d3afb0011295a7f95db0b6733ae3f1fcb1c/MTZ_Type_Wordmark.png" data-mid="84464200" border="0" src="https://freight.cargo.site/w/500/i/00ed8e0b390e7d377f98249ab1a50d3afb0011295a7f95db0b6733ae3f1fcb1c/MTZ_Type_Wordmark.png" /> Circular Design GuideGUIDING THE FUTURE OF THE IDENTITYAs we were in the midst of still figuring out and nailing down the Move to Zero identity, our team was involved with designing of a publication and website between Nike and Central St. Martins that coincided with Helsinki Design Week in 2019. My teammate, Nemanja Jehlicka, led the design for the project with Portland-based agency, This Design. Early elements of the branding: the exposed grid, utilitarian type, and the Sunburst; are present and served as inspiration to the final identity system. <img width="2200" height="1031" width_o="2200" height_o="1031" data-src="https://freight.cargo.site/t/original/i/21f5e8c8d8e589e53063416fb9afd4049189da4971880679b174cf1902668595/MTZ_Circularity_Spreads.jpg" data-mid="84258908" border="0" src="https://freight.cargo.site/w/1000/i/21f5e8c8d8e589e53063416fb9afd4049189da4971880679b174cf1902668595/MTZ_Circularity_Spreads.jpg" /> Design by Nemanja Jehlicka in collaboration with This Design TAKE IT ONLINE The team did a great job at translating the printed guidebook into a digital space. The responsive design proved favorable to the exposed grid and use of whitespace.&nbsp; Visit the Nike Circular Design Guide site. <img width="342" height="699" width_o="342" height_o="699" data-src="https://freight.cargo.site/t/original/i/aa59d002ff2aefbbea819c4b27014c3816ac963480f8813305012db6a366c690/MTZ_Circularity_Site_Homepage.gif" data-mid="84377808" border="0" src="https://freight.cargo.site/w/342/i/aa59d002ff2aefbbea819c4b27014c3816ac963480f8813305012db6a366c690/MTZ_Circularity_Site_Homepage.gif" /> <img width="1082" height="700" width_o="1082" height_o="700" data-src="https://freight.cargo.site/t/original/i/d9d15f9c2dfca3ca3d34d700bf88cf64bd5080ca2d11ad58e44c364eea05f2db/MTZ_Circularity_Site_3up.jpg" data-mid="84377857" border="0" src="https://freight.cargo.site/w/1000/i/d9d15f9c2dfca3ca3d34d700bf88cf64bd5080ca2d11ad58e44c364eea05f2db/MTZ_Circularity_Site_3up.jpg" /> Site designed and programmed by This Design Packaging &amp; Product BRINGING IT TO LIFEThe MTZ branding is slowly making its way onto apparel and footwear packaging. Working with the Sustainable Product and Packaging teams, I designed packaging direction for the global shoebox and hangtags. This was a delicate dance between what we wanted to do and what we could do logisticaly and legally. As more MTZ projects pop up, like Nike France’s expansion of the Reuse-A-Shoe program, Geo and City Studios have begun continued to implement the branding for a unified experience. <img width="1200" height="1000" width_o="1200" height_o="1000" data-src="https://freight.cargo.site/t/original/i/5153da4d8b2800474b8802e21d52cf0e8e5dad419d8e667b38998ad1e62f0006/MTZ_BoxInside_Front.jpg" data-mid="84250766" border="0" src="https://freight.cargo.site/w/1000/i/5153da4d8b2800474b8802e21d52cf0e8e5dad419d8e667b38998ad1e62f0006/MTZ_BoxInside_Front.jpg" /> Shoebox concept design <img width="1200" height="1000" width_o="1200" height_o="1000" data-src="https://freight.cargo.site/t/original/i/581ec046686fc32114fc7e74253bbe4ec51b7a7dd0e158712bcc79182d0bb406/MTZ_BoxInside_Back.jpg" data-mid="84250760" border="0" src="https://freight.cargo.site/w/1000/i/581ec046686fc32114fc7e74253bbe4ec51b7a7dd0e158712bcc79182d0bb406/MTZ_BoxInside_Back.jpg" /> Messaging is translated to 7 key languages so the design can be used globally <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5b3aeb1d6f83fceea94ceaa6aa3b4418ade1678cb21a027acfbe3f3f78c69d3b/MTZ_Product_Tag.jpg" data-mid="84262542" border="0" src="https://freight.cargo.site/w/1000/i/5b3aeb1d6f83fceea94ceaa6aa3b4418ade1678cb21a027acfbe3f3f78c69d3b/MTZ_Product_Tag.jpg" />Final hangtag design by Nike Packaging Studio <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/65d3fd2a770a747beb237f01b717fe01a293e1aead94ed7cd2819a2155718014/MTZ_ReuseAShoe.jpg" data-mid="84371604" border="0" src="https://freight.cargo.site/w/1000/i/65d3fd2a770a747beb237f01b717fe01a293e1aead94ed7cd2819a2155718014/MTZ_ReuseAShoe.jpg" />Reuse-A-Shoe Bag rendered by Area of Work for Nike Paris Studio <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2648b120be443452a23d435470c052e0ae1476aedaae4c218a63b15e3ea1c5c4/MTZ_BoxLineArtVert.jpg" data-mid="84263166" border="0" src="https://freight.cargo.site/w/1000/i/2648b120be443452a23d435470c052e0ae1476aedaae4c218a63b15e3ea1c5c4/MTZ_BoxLineArtVert.jpg" /> Final box lineart by Nike Packaging Studio ON PRODUCTThe Sunburst has shown up as a heritage graphic on a variety of products since the 2000s. Today, the Sunburst is no longer a part of the brand’s heritage, but a mark of its future. The use of the Sunburst has been limited to branding products which reduce carbon and/or waste in a significant, measurable way, under guidelines set by Move to Zero. <img width="1200" height="900" width_o="1200" height_o="900" data-src="https://freight.cargo.site/t/original/i/28e6ad5893a383541c1e8551bf770cb20cb51ab8014ff7203ef536257a50f957/MTZ_Product_SH04Overhead.jpg" data-mid="84257817" border="0" src="https://freight.cargo.site/w/1000/i/28e6ad5893a383541c1e8551bf770cb20cb51ab8014ff7203ef536257a50f957/MTZ_Product_SH04Overhead.jpg" /> <img width="1200" height="900" width_o="1200" height_o="900" data-src="https://freight.cargo.site/t/original/i/769cc54ded092134b98cf08acef9fce21f6584c0c805c279d5cbe00bcffe69f5/MTZ_Product_SH01HeelTab.jpg" data-mid="84257815" border="0" src="https://freight.cargo.site/w/1000/i/769cc54ded092134b98cf08acef9fce21f6584c0c805c279d5cbe00bcffe69f5/MTZ_Product_SH01HeelTab.jpg" /> <img width="1600" height="1000" width_o="1600" height_o="1000" data-src="https://freight.cargo.site/t/original/i/ea6d1be15857215a83827a3fd7504e876b7ce09324ad325bd05e5c9001697516/DigitalMarkerMock_3Up.gif" data-mid="84262328" border="0" src="https://freight.cargo.site/w/1000/i/ea6d1be15857215a83827a3fd7504e876b7ce09324ad325bd05e5c9001697516/DigitalMarkerMock_3Up.gif" /> Digital SUSTAINABLE NAVIGATIONIn addition to MTZ seasonal creative, the Sunburst has found a home on Nike.com. On Earth Day 2020, the site introduced features to make it easier to search, shop and learn about sustainable products, using the icon as a product badge for instant differentiation when shopping online. Read more about it here. Retail IN THE WILDThe MTZ branding has been implemented by the Retail, Category, and Geo teams in store locations worldwide to create, promote, educate, and designate sustainable product areas. <img width="900" height="600" width_o="900" height_o="600" data-src="https://freight.cargo.site/t/original/i/dcc1d4120e8300fdee1da54df574ec718ea6e74779bc07a8436067bc574dc46a/MTZ_HOI_1.jpg" data-mid="84371547" border="0" src="https://freight.cargo.site/w/900/i/dcc1d4120e8300fdee1da54df574ec718ea6e74779bc07a8436067bc574dc46a/MTZ_HOI_1.jpg" /> <img width="1065" height="710" width_o="1065" height_o="710" data-src="https://freight.cargo.site/t/original/i/ab93008583a85ec470078f3e9835aa6d26d94f89ba3957936bf0dc2316332626/120026544_179549803769171_8937929075569664409_n.jpg" data-mid="84257425" border="0" src="https://freight.cargo.site/w/1000/i/ab93008583a85ec470078f3e9835aa6d26d94f89ba3957936bf0dc2316332626/120026544_179549803769171_8937929075569664409_n.jpg" /> <img width="1065" height="710" width_o="1065" height_o="710" data-src="https://freight.cargo.site/t/original/i/f08ce4b69d918e9057eaf8d553154dd5c223ac9fd568895889a86b051e39b21b/120154354_613877879280614_9062777393684233853_n.jpg" data-mid="84371484" border="0" src="https://freight.cargo.site/w/1000/i/f08ce4b69d918e9057eaf8d553154dd5c223ac9fd568895889a86b051e39b21b/120154354_613877879280614_9062777393684233853_n.jpg" /> <img width="1065" height="710" width_o="1065" height_o="710" data-src="https://freight.cargo.site/t/original/i/95c2142a5e45a54a5cbf2e06a59077d392f6e2863c97503a6fbc0b26cd82b746/120040530_647742119215363_4834713121433395401_n.jpg" data-mid="84371483" border="0" src="https://freight.cargo.site/w/1000/i/95c2142a5e45a54a5cbf2e06a59077d392f6e2863c97503a6fbc0b26cd82b746/120040530_647742119215363_4834713121433395401_n.jpg" /> <img width="1900" height="1264" width_o="1900" height_o="1264" data-src="https://freight.cargo.site/t/original/i/0561855e4f070469d07ac95951d069a0d1320b84731f8f57017d70d7b1266a1b/1595827934285655-NikeMOERefit_160.jpg" data-mid="84257421" border="0" src="https://freight.cargo.site/w/1000/i/0561855e4f070469d07ac95951d069a0d1320b84731f8f57017d70d7b1266a1b/1595827934285655-NikeMOERefit_160.jpg" /> <img width="2048" height="1364" width_o="2048" height_o="1364" data-src="https://freight.cargo.site/t/original/i/24b8a94e24d1d2926f450b475587bcd97bc2411138e2a46f06248c240bd733af/Eeq7jHoWkAAAMxJ.jpg" data-mid="84257420" border="0" src="https://freight.cargo.site/w/1000/i/24b8a94e24d1d2926f450b475587bcd97bc2411138e2a46f06248c240bd733af/Eeq7jHoWkAAAMxJ.jpg" /> <img width="900" height="600" width_o="900" height_o="600" data-src="https://freight.cargo.site/t/original/i/93b82d0a445c0b02924a6f91bee470261e8d194e03ef57b0c117375c01b168ab/Nike-Mall-of-the-Emirates.jpg" data-mid="84257422" border="0" src="https://freight.cargo.site/w/900/i/93b82d0a445c0b02924a6f91bee470261e8d194e03ef57b0c117375c01b168ab/Nike-Mall-of-the-Emirates.jpg" /> Extensions PASSING THE BATONThe MTZ identity is making its way into the world as a vessel to hold various sustainable product campaigns. It allows teams the flexibility to chose how heavy handed the the branding needs to be, from just a logo application, to full use of the grid.A notiable example of the system in use the is Space Hippie Behind the Design series in collbaoration with Godfrey Dadich Partners.&nbsp; Check out the series on Youtube. Space Hippie Trailer by Godfrey Dadich Partners <img width="1020" height="574" width_o="1020" height_o="574" data-src="https://freight.cargo.site/t/original/i/e023073f41c04661de2f66ead55988c04757e4125a4ed3bce21081faa8ad6dd5/MTZ_SHExample.jpg" data-mid="84470786" border="0" src="https://freight.cargo.site/w/1000/i/e023073f41c04661de2f66ead55988c04757e4125a4ed3bce21081faa8ad6dd5/MTZ_SHExample.jpg" /> <img width="1020" height="574" width_o="1020" height_o="574" data-src="https://freight.cargo.site/t/original/i/602dd59acc48c03a734bfb7623f9348136dab85cfb6fac49bc128f3959f4f27d/MTZ_VMExample.jpg" data-mid="84470791" border="0" src="https://freight.cargo.site/w/1000/i/602dd59acc48c03a734bfb7623f9348136dab85cfb6fac49bc128f3959f4f27d/MTZ_VMExample.jpg" /> <img width="1020" height="574" width_o="1020" height_o="574" data-src="https://freight.cargo.site/t/original/i/ace9af7c366b002588bdd5e4bc24f2dcc00505de6b876e50fc221dec7d9aab4d/MTZ_SHExample2.jpg" data-mid="84471133" border="0" src="https://freight.cargo.site/w/1000/i/ace9af7c366b002588bdd5e4bc24f2dcc00505de6b876e50fc221dec7d9aab4d/MTZ_SHExample2.jpg" /> Vairous Space Hippie and VaporMax2020 Creative&nbsp; ︎︎︎Previous Next︎︎︎ https://brianmetcalf.com/Nike-Membership-Rebrand Thu, 08 Oct 2020 03:41:24 +0000 Brian Metcalf https://brianmetcalf.com/Nike-Membership-Rebrand Nike Membership Rebrand From Nike+ to Nike Membership: Repositioning a fading loyalty program into a membership service inviting all athletes to join the brand. Role: Art Direction &amp; Design LeadCreative Direction: Aaron Belchere Art Direction: Michael HypAgency Partner: Gretel <img width="2400" height="1346" width_o="2400" height_o="1346" data-src="https://freight.cargo.site/t/original/i/1cd5c245d141a77ae2bda6eba0986cb094420ceae4cefaf46f636a1c6c0df5fe/Memebership_Hero_Serena.jpg" data-mid="84971216" border="0" src="https://freight.cargo.site/w/1000/i/1cd5c245d141a77ae2bda6eba0986cb094420ceae4cefaf46f636a1c6c0df5fe/Memebership_Hero_Serena.jpg" /> THE BRIEF The world of brand loyalty programs has been turned upside-down by a slew of new direct-to-consumer brands. Nike has over 170 million members. Many of them didn’t even know Nike Plus was a membership service—and an even smaller percent return to make purchases year on year. As part of a holistic improvement to the system to sustain and grow its user base, Nike’s Membership team asked us to rethink, rename, and redesign Nike’s existing program, Nike+, into something instantly recognizable, inherently human, and efficient to execute across the brand’s global market.&nbsp; THE SOLUTION In a strong collaboration with NYC-based branding and strategy agency, Gretel, our cross-functional team simplified and strengthened the membership offering, ultimately bringing it closer to Nike’s core.&nbsp; For years, Nike has served the community of athletes around the world. Bringing innovation, inspiration and motivation, we have encouraged the world to make sport a daily habit. We reimagined Nike Membership as a sport community where all athletes belong, and repositioned it as the primary point of entry into Nike’s digital service offerings. MY ROLE This project was a joint effort between Nike’s Membership, Digital, and Brand Creative teams. Our small Brand Creative team led the group on all things design and owned the agency relationship. After leading the agency selection and review process, my primary responsibility was for all design evaluation and feedback throughout the process. Our internal teams worked to get executive approval and begin initial implementation. I oversaw the creation of the initial identity system and created foundational guidelines that were handed over to various internal teams to carry on and advance the work. <img width="800" height="1127" width_o="800" height_o="1127" data-src="https://freight.cargo.site/t/original/i/ffb123103340b370c88b45bcfebffb595e2dbdcaf9cadafb63ea05fdaa12f1ed/Membership_Poster_Kipchoge.jpg" data-mid="85236764" border="0" src="https://freight.cargo.site/w/800/i/ffb123103340b370c88b45bcfebffb595e2dbdcaf9cadafb63ea05fdaa12f1ed/Membership_Poster_Kipchoge.jpg" /> <img width="800" height="1127" width_o="800" height_o="1127" data-src="https://freight.cargo.site/t/original/i/e370577c3743e4e71f5b7876bc0e6997024935a6178858a0b456e62c728dfc9e/Membership_Poster_Naomi.jpg" data-mid="85236765" border="0" src="https://freight.cargo.site/w/800/i/e370577c3743e4e71f5b7876bc0e6997024935a6178858a0b456e62c728dfc9e/Membership_Poster_Naomi.jpg" /> <img width="800" height="1127" width_o="800" height_o="1127" data-src="https://freight.cargo.site/t/original/i/3246a83e800b41b7867488ec122d5d35300baeeb6b4f296412793d867db89a78/Membership_Poster_EverydayGuys.jpg" data-mid="85238037" border="0" src="https://freight.cargo.site/w/800/i/3246a83e800b41b7867488ec122d5d35300baeeb6b4f296412793d867db89a78/Membership_Poster_EverydayGuys.jpg" /> <img width="800" height="1127" width_o="800" height_o="1127" data-src="https://freight.cargo.site/t/original/i/8847a7ade922a31fa666ff1a83575220d880177a77c03ef329dbea4ba8a84d9e/Membership_Poster_EverydayGirls.jpg" data-mid="85238038" border="0" src="https://freight.cargo.site/w/800/i/8847a7ade922a31fa666ff1a83575220d880177a77c03ef329dbea4ba8a84d9e/Membership_Poster_EverydayGirls.jpg" /> <img width="2400" height="1000" width_o="2400" height_o="1000" data-src="https://freight.cargo.site/t/original/i/2558dcf2c4c96f66418321f99cc42bde80ac440b8a1b00fc800451a523fe63f6/Memebership_Posters.jpg" data-mid="121671261" border="0" src="https://freight.cargo.site/w/1000/i/2558dcf2c4c96f66418321f99cc42bde80ac440b8a1b00fc800451a523fe63f6/Memebership_Posters.jpg" /> <img width="1640" height="1080" width_o="1640" height_o="1080" data-src="https://freight.cargo.site/t/original/i/24488f597288b092cd250cbc133524ef9c787693ef923e818ac29d4b7bff3a14/Membership_AppHompeages.jpg" data-mid="85997011" border="0" src="https://freight.cargo.site/w/1000/i/24488f597288b092cd250cbc133524ef9c787693ef923e818ac29d4b7bff3a14/Membership_AppHompeages.jpg" /> <img width="1640" height="1080" width_o="1640" height_o="1080" data-src="https://freight.cargo.site/t/original/i/920c12e152c64ede2d82275c525c603e654629fb19572bcb6813825d5802a519/Membership_Flyer.jpg" data-mid="85997035" border="0" src="https://freight.cargo.site/w/1000/i/920c12e152c64ede2d82275c525c603e654629fb19572bcb6813825d5802a519/Membership_Flyer.jpg" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/30c36450c65f37da9025545f274a3e9b0a9253555ba61757e9af28e8e349bd84/Membership_WAAB_Group.jpg" data-mid="85236006" border="0" src="https://freight.cargo.site/w/1000/i/30c36450c65f37da9025545f274a3e9b0a9253555ba61757e9af28e8e349bd84/Membership_WAAB_Group.jpg" /> Branding CALLING IT WHAT IT IS From the initial kickoff meeting, the Nike Plus name was up for grabs. With the likes of Disney and Apple introducing new paid subscription services with the same moniker, the “+” had far more baggage than equity for Nike’s free membership offering.&nbsp; Working with&nbsp;Gretel, we spent the first few weeks nailing down our tone, expression, and general strategy while also exploring a variety of names, and logos, that might fit. We continued to try on more names and logos as we pushed into design exploration, but every option just felt sticky—and not in a good way. The answer was rather simple and right in front of us: “Nike Membership“. It was immediately transparent, understandable, and direct. We opted to forgo a logo or icon that needed to lock-up with the Swoosh, instead creating a simple wordmark to denote the service. Ultimately, we saw this update as an embodiment of one of our key strategic shifts: Moving Nike from a brand with membership, to a membership brand. BEFORE<img width="2400" height="750" width_o="2400" height_o="750" data-src="https://freight.cargo.site/t/original/i/e4b455a44c3c8a904beec86d2b398767cf22a9b06105ebc95223e2be83a8d6ae/Membership_NikePlus_Logo3.png" data-mid="85235334" border="0" src="https://freight.cargo.site/w/1000/i/e4b455a44c3c8a904beec86d2b398767cf22a9b06105ebc95223e2be83a8d6ae/Membership_NikePlus_Logo3.png" /> AFTER <img width="2400" height="750" width_o="2400" height_o="750" data-src="https://freight.cargo.site/t/original/i/371443ea16318f3fd71627ca1905a865aa87d698000b8e598b5283ca077175f8/Membership_Logo.png" data-mid="85067069" border="0" src="https://freight.cargo.site/w/1000/i/371443ea16318f3fd71627ca1905a865aa87d698000b8e598b5283ca077175f8/Membership_Logo.png" /> COLOR Through its existence, Nike Plus had flings with both red and volt palettes. By the time this project started, Nike Plus had a long, twisted journey, and was essentially stripped of any brand elements beyond the name. As we worked to reposition Nike Membership as one of the core expressions of the brand, we looked to Nike’s heritage to determine the color palette. The off-white gives a slight age while alluding to the slightly-yellowed paper that classic ads were printed on. Nike’s well-established orange became our accent, drawing the brand and the service closer together. <img width="1640" height="420" width_o="1640" height_o="420" data-src="https://freight.cargo.site/t/original/i/bc521a923446bc5f5906470460ce6980185ce984d7c71faa47bea6962a54158f/Membership_Colors2.png" data-mid="85997646" border="0" src="https://freight.cargo.site/w/1000/i/bc521a923446bc5f5906470460ce6980185ce984d7c71faa47bea6962a54158f/Membership_Colors2.png" /> Messaging A SENSE OF BELONG By the time this project started, any language originally associated with the Nike Plus brand had faded into the past and there were few existing examples of any coherent messaging strategy. We knew the rebrand needed a simple yet strong strategic foundation upon which messaging and design could build. We imagined Nike Membership as a place of belonging for all athletes across the world. This hefty and democratic goal led to a tone that felt conversation, human, real, and inviting. There are three core expressions at the heart of the messaging matrix that are meant to serve as an invitation, declaration, and sign off. We also worked on initial guidance for all messaging across various media, from the quick elevator pitch to the full blown benefit proposition, and how those should flex for logged in vs logged out, online vs in store. <img width="960" height="673" width_o="960" height_o="673" data-src="https://freight.cargo.site/t/original/i/6dbafa4b97e17018ae39260b785e8829c22abf6a3b4949ea9ccfbc46b308d18c/Membership_Messaging_1JoinUs.png" data-mid="85994239" border="0" src="https://freight.cargo.site/w/960/i/6dbafa4b97e17018ae39260b785e8829c22abf6a3b4949ea9ccfbc46b308d18c/Membership_Messaging_1JoinUs.png" /> <img width="960" height="673" width_o="960" height_o="673" data-src="https://freight.cargo.site/t/original/i/49898cf70cda9cd906ccd7c1bdd40e745ea900774cc31447986859278360a893/Membership_Messaging_2WhereAllAthletes.png" data-mid="85994240" border="0" src="https://freight.cargo.site/w/960/i/49898cf70cda9cd906ccd7c1bdd40e745ea900774cc31447986859278360a893/Membership_Messaging_2WhereAllAthletes.png" /> <img width="960" height="673" width_o="960" height_o="673" data-src="https://freight.cargo.site/t/original/i/29a4ee0076ece350d40689c5ea449817a8c72948731ff90eb64b066e782ddfe8/Membership_Messaging_3ThanksforBeing.png" data-mid="85994241" border="0" src="https://freight.cargo.site/w/960/i/29a4ee0076ece350d40689c5ea449817a8c72948731ff90eb64b066e782ddfe8/Membership_Messaging_3ThanksforBeing.png" /> &nbsp; INVITATION AND DECLARATION We created a simple system when pairing our key declarations with imagery. As an extension of the invitation, we paired a modified “Join Us” with some of our most celebrated pro athletes, humanizing the brand while celebrating the athlete and creating aspiration in the viewer. Our declaration, “Where all athletes belong,” is always paired with colorful everyday athlete imagery to create a sense of connection and reinforces the idea that everyone can be a member of Nike.&nbsp; <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/d06087ba106230574e633cf8cc54b6dcbc0d1da7b8d9fbc412adb45ab8bc8ac5/Membership_WebHeader_Lebron2.jpg" data-mid="85419938" border="0" src="https://freight.cargo.site/w/1000/i/d06087ba106230574e633cf8cc54b6dcbc0d1da7b8d9fbc412adb45ab8bc8ac5/Membership_WebHeader_Lebron2.jpg" /> <img width="1200" height="675" width_o="1200" height_o="675" data-src="https://freight.cargo.site/t/original/i/6a6137da7f0cca141cb7c2b70226e06970975605710160081998c53e22c43163/Membership_WebHeader_Everyday2.jpg" data-mid="85528585" border="0" src="https://freight.cargo.site/w/1000/i/6a6137da7f0cca141cb7c2b70226e06970975605710160081998c53e22c43163/Membership_WebHeader_Everyday2.jpg" /> ︎︎︎Previous Next︎︎︎