Nike approached us to refresh their promotional visual centre. The promotions Nike run throughout the year are an opportunity to give back to their dedicated community, offering high-quality products at head-turning prices. We wanted a direction that brought the brand and its audience closer together — something that was eye-catching yet had the flexibility to be used again and again.

Nike are on a mission to ‘make people move’, so we created a visual identity that was full of kinetic energy. A playful kaleidoscopic effect entices consumers while a metallic, futuristic palette gives a premium feel. The 3D assets can be mixed and matched across campaigns, giving the toolkit flexibility and a longer lifespan.

The work has been designed to live boldly across all of Nike’s online and offline platforms, including nike.com, the Nike App, in film, in store and on advertising. The identity system was launched across EMEA to empower Nike’s busiest period of retail sales. The VC also achieved its aim of driving distinction between wider seasonal and more member lifecycle-specific promotions.