Portfolio

The redesign of a single tag for a Women’s Performance Launch prompted a complete rebrand for all of Nike’s consumer touch points.

The system applied a “Good, Better, Best” structure for products with visual cues like photography, typography and product naming to indicate levels in the sytem.

They system objective was simplification for the consumer. Following research that indicated the audience looks for specific materials or innovation in product construction. So, this information became the first read.

The extreme visual shift required an update of all product labeling and packaging. Our single product line update became a wholesale brand redesign. The rebrand was applied product-by-product with customizations for outliers as we went. The work took 4 years to complete.

HOI store packaging concepts were produced in very short order for a retail lab on Nike’s campus in Beaverton. This exercise gave the executive stakeholder group a 360° experience, who approved the ideas for execution. These comps were our north star for the three store launches globally.

This resuable RPET bag was developed as the first artifact in what became Nike’s Move to Zero journey. The aim was to eliminate all single use plastic and we started with the NYC / 000 store.

Paper deliverables evolved for HOI based on individual store needs. We developed this solution following the launch and we were able to leverage the work in our Sustainability Initiative for Nike’s Move to Zero journey.

The original intent for bag offerings was tied to the tiered store structure. For higher end and custom products, the Elite bag was provided to consumers.

For the retail lab, a local vendor in Portland created customized tape for an interior installation. This concept was applied to the site in NYC for the first HOI store launch.

Following the launch day, the store — and in particular the shopping bags — went viral on social media. This is one of my favorite iterations of the bag.

The HOI launch was the first in a systematic approach to the In Store Consumer experience. Leveraging the materials and deliverables through HOI and Move to Zero, we created retail shopping system for the Nike Live Store experience.

Working with a production partner we produced samples of shopping bags based on the updated retail structure. This ripstop nylon solution was developed for a Grab-n-Go consumer use case.

For the retail lab, a local vendor in Portland created customized tape for an interior installation. This concept was applied to the site in NYC for the first HOI store launch.

Nike’s Move-to-Zero rolled out with store launches. Partnering with a manufacturer that could handle global production we researched materials, focusing on reusable bags. RPET was the solution for this, we applied it for HOI and then developed a universal design.

In the effort to eliminate single use plastic, we needed to offer a comparable unit cost. Through consolidation of manufacturing partners and materials research we were able to offer a paper bag solution globally at a lower cost than plastic.

Messaging was the essential part of Move to Zero. It signaled Nike’s waste reduction efforts to the customer base. The message was applied inside bags and externally on shipments.

Messaging was the essential part of Move to Zero. It signaled Nike’s waste reduction efforts to the customer base. The message was applied inside bags and externally on shipments.