Nike concepts
Design / Art Direction (2024)
Overview
A conceptual campaign for Nike. Using bold photography and stripped-back typography, the campaign captures Nike’s spirit of movement while giving each product category its own distinctive visual identity.
Challenge
Nike is globally recognised, but maintaining freshness and differentiation across categories without diluting the core brand is a creative challenge. The task was to create a system that communicates dynamism and unity while allowing each category to stand apart.
Process
I used the project to explore using AI as a collaborative design partner, mixing traditional design techniques with my knowlege and love of photography. I dissected the iconic Nike ‘swoosh’ to create a flexible sub-branding system, where each segment symbolised a product category. Combined with bold minimal typography and kinetic photography, the result was a campaign that feels both unmistakably Nike and forward-thinking, balancing consistency with creative distinction.