Nike Women
Identity, Art Direction, Campaign

I worked closely with the Nike team to explore and define a new look-and-feel for Nike Women moving forward. As a culture consultant, I worked to define all new visual elements including underlying grids, color palettes, typographic systems and executional creative partnerships that their internal teams could employ moving forward.

The new system leads with lifestyle and reflects the millennial’s holistic approach to fitness that prioritizes community, bold expression, and the constant pursuit of progress. The collages tell potent stories creating interesting juxtapositions and dynamic expression within a system. Mood was executed in the context of logos, ad visuals, magazine spreads, Nike.com homepage content and social media content.

Unfortunately, the identity system was never used by Nike Women.