Nike International
A Comprehensive Design Program For One of the World’s Most Powerful Brands
From store to store and around the world, Nike wanted to create a cohesive, global customer experience that also had the individual characteristics of each store’s unique location and culture. Because while branding is essential, understanding the heart and soul of your customers is critical. You don’t promote hockey heroes in a city where baseball rules.
Nike commissioned us to implement an extensible, systemic approach for NikeTowns worldwide. We produced a comprehensive design program that included redrawing the famous Nike logotype, information graphics, product displays, banners, point-of-sale displays, signage and packaging—all culminating in a singularly branded NikeTown retail experience anywhere in the world.
Project
NikeTown Global Rebrand
Category
Consumer Retail
Services
Branding
Visual Design
Information Design
Environmental Design
Photography
Packaging
Agency
MetaDesign SF
We were even asked to redraw the famous Nike logotype. As you may know, the famous logotype icon has been used on everything from clothing to massive exterior building signage. Our job was to modernize and optimize it for legibility at every size and digital media needs.
Nike wanted a flexible system they could use in myriad ways. So our retail design solution was designed in a way that would identify specific sections of the stores incorporating imagery and product information distinctive to the Nike brand and repeatable in different areas and a vast array of formats and messaging needs.
“Tell their story” was the mandate given for building storewide graphic programs supporting over 297,000 sq./ft. of Niketowns in Honolulu, Melbourne and Toronto. The work was designed to honestly and emotionally connect customers to the athletes they knew and loved rather than meaningless beauty shots. Inspiring loyalty by focusing on their heroes’ accomplishments.
One of the challenges in designing a consistent and flexible system is leaving room for distinct personalities. For example, basketball speaks to its customers far differently than golf. So our system determined elements which would be consistent, while allowing flexibility for personality to still shine through. These ‘graphic rules’ also helped increase cost efficiency.
One of the challenges in designing a branded program is developing a system that’s both consistent and flexible.
The program was designed to alternate between using big, bold colorful hero shots and gritty black & white images that championed athletes in a photojournalistic way.
Behind every powerful brand is an even more powerful story.
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