Nike Purpose

Communities with Purpose

Nike's many purpose driven communities are all unique, with their own stories to tell. These groups within Nike have traditionally operated independently, and the brand was seeking a way to create a connected system of identities that would allow each community to have their voice, yet fit within a guiding system. Our process to develop this ecosystem started with the visual identity of the Nike Purpose Communities or "NPC". This is the internal organization that coordinates for all the diverse groups and communities within Nike that are united by their mission to create positive change.

For NPC, we created a dynamic visual direction that was flexible and fun, but also grid based and truly Nike. Using the Nike Orange paired with Black and White, we created a restrained backdrop for the messaging and images of community members. Once this language was established, we built it out into a system, and ultimately the brand book, enabling Nike's teams to create the myriad of assets they would use on a daily basis. This brand book included Type, Color, Image treatments, Iconography, Backgrounds, Layout examples, Presentation Templates, Title Cards, etc. This comprehensive system was then adopted and integrated by the Nike teams.

With the NPC brand book in place, we set to work on two of the most vibrant communities at Nike; Nike Sustainability Community and Nike Mindfulness Community. For both, we developed brand books using a similar architecture, but each identity was distinct and ownable, ultimately empowering each community to be recognizable at a glance within the broader Nike communication landscape.

Ultimately, the groups loved the identities. They felt heard, and appreciated having a cohesive set of tools to tell their story, engage with their communities, and focus on the work they are so passionate about.