Nike
Nike By You
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Empowering expression
through collaboration
On its 20th anniversary, Nike iD needed to show that they understood a changing consumer mindset—one that demands a more collaborative and personal approach to creating products with brands.
The assignment started as a straightforward task—to sharpen the strategic and visual structure of Nike customization. It quickly became clear that the offering was about much more than the product itself. It’s about collaboration between brand and consumer, empowering consumers to design, discover and celebrate their individuality.
System
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We created an identity that visually celebrated the co-creation between Nike and You. Nike is shown as the technical innovator, known for their expertise in performance and manufacturing excellence. You are the co-creator, bringing your personal expression and creativity.
The system is comprised of two ‘layers’—Nike and You. Nike is black and white, with outlined type and components. The You layer is full of expression and creativity, working off the platform that Nike provides. The system allows for wildly varied expressions, while consistently being recognized as Nike By You.
Identity
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“The result is a graphic identity which reinforces the brand’s consistent highlighting of the power and potential of co-design, and co-authorship.”
D&AD Awards:
Wood Pencil
“Featuring an array of different colours and graphics, it is flexible enough to allow for endless different iterations for any Nike product.”
Heron Preston By You Pre-Launch | Milan Design Week 2019
“What’s exciting for youth right now is that they can create things that we weren’t originally supposed to have—so I think that’s really exciting—also for me to be at the start of what Nike By You is going to deliver and what it represents, the creative magic toolbox of putting things together.”
heron preston
designboom | april 2019
