We were invited to develop the identity system and visual center for Nike's Air Attack initiative. This involved developing the core design elements and typography, applying that thinking to apparel and footwear, as well as laying down the guidelines, inspiration and direction for photography and retail. Here is a look at what we did:
Throughout the Air Attack system, an energetic and playful dynamic is emphasized through broad application of bright color.
The foundation of the visual identity is bold simplicity, and the strong use of broad color and focused compositions works to highlight product while maintaining a strong voice.
In conjunction with the use of bold color, pattern was employed as a contrasting force to emphasize either simplicity or complexity depending on scale and implementation. Three patterns were developed, one to support each of the three product wave releases.
Wave 1: Broad, simple color. Apparel, Footwear and packaging accents in this wave utilized portions of this pattern for motif or interior/exterior contrast.
Wave 2: Texture through pattern is introduced as a leading graphic element for the Air Attack visual language.
Wave 3: Scale and contrast dominate as splash color and complex pattern unite for full effect.
The Logo: The logo was derived from the same principles as the elements from the larger Air Attack system, utilizing building blocks of the base grid, and introducing a diagonal emphasis to contrast the other linear-biased family elements.
Typography and Image: Basic guidelines were established for how to use typography and image together at retail and online that emphasized product while maintaining a strong visual dynamic.
Typography and Image: Basic guidelines were established for how to use typography and image together at retail and online that emphasized product while maintaining a strong visual dynamic.
Typography and Image: Basic guidelines were established for how to use typography and image together at retail and online that emphasized product while maintaining a strong visual dynamic.
Typography and Image: These rules followed over to Nike's retail website, as well as other properties such as the Nike Sportswear, Running and Football sites.
Wave 1 Footwear Box: Pattern 1 was used here for the insert tray body with a Wave 1 highlight color pull-panel, and a gloss exterior shell that utilized debossed logos on all sides and a die cut logo detail on the backside. Custom insert tissue paper was also included (not shown).
Wave 2 Footwear Box: Pattern 2 was used here for the insert tray body with a Wave 2 highlight color pull-panel, and a gloss exterior shell that utilized debossed logos on all sides and a die cut logo detail on the backside. Custom insert tissue paper was also included (not shown).
Wave 3 Footwear Box: Pattern 3 was used here for the insert tray body with a Wave 3 highlight color pull-panel, and a gloss exterior shell that utilized debossed logos on all sides and a die cut logo detail on the backside. Custom insert tissue paper was also included (not shown).
Wave 1 Footwear: Pattern 1 was employed for all footbed inserts, corresponding specifically to each individual footwear color sku. Each model release also received a bespoke AIR tongue label design specific to the Air Attack initiative. Also included was an alternate contrasting lace pack.
Wave 2 Footwear: Pattern 2 was employed for all footbed inserts, corresponding specifically to each individual footwear color sku. Each model release also received a bespoke AIR tongue label design specific to the Air Attack initiative. Also included was an alternate contrasting lace pack.
Wave 3 Footwear: Pattern 3 was employed for all footbed inserts, corresponding specifically to each individual footwear color sku. Each model release also received a bespoke AIR tongue label design specific to the Air Attack initiative. Also included was an alternate contrasting lace pack.
Apparel: We also employed the system towards a number of Tee designs. Some of the treatment details specific to Air Attack included a laser cut AIR sleeve tab, premium soft-feel water based inks and a pixel-patterned interior neck band.
Apparel: We also employed the system towards a number of Tee designs. Some of the treatment details specific to Air Attack included a laser cut AIR sleeve tab, premium soft-feel water based inks and a pixel-patterned interior neck band.
Apparel: We also employed the system towards a number of Tee designs. Some of the treatment details specific to Air Attack included a laser cut AIR sleeve tab, premium soft-feel water based inks and a pixel-patterned interior neck band.
Nike Air Attack — Agency >> Yes Please
Nike Air Attack