Overview
Nike Back to Sport: a brand identity that invites everyone back to movement.
Back to Sport is one of Nike’s biggest buying moments of the year. I led the brand system for the Summer 2024 campaign, adapting Nike’s global direction into a distinct North American expression while staying unmistakably Nike.
The goal was to create one cohesive “Go Back Better” brand moment that could flex across every touchpoint, from Nike.com and the app to email and integrated media.
Role
Brand & Visual Design
Deliverables
Campaign Toolkit: System of reusable assets, components, and patterns for geo activation.
Execution Playbook: Single source of truth for internal and external partners, showing how to translate the toolkit into channel- and market-right executions.
The Toolkit
I built a flexible set of visual assets and design elements that formed the foundation of the Back to Sport campaign. From lockups and typography to color, composition, and imagery, each element was designed to work together across different formats and content needs.
↳ COloR
A closer look at the scale relationship between the lockup and the format across different touchpoints.
Reusable Components & Patterns
The system needed to be usable beyond the creative team. I built configurable Figma components for key campaign elements, giving other teams a faster way to create and adapt executions across formats. This helped scale the system while keeping the visual language consistent.
From System to Production
I partnered closely with the Art Director, copywriter, producer, and broader creative, marketing, and production teams throughout the campaign.
*Campaign materials have been omitted or obscured due to confidentiality. Happy to share more context on a chat.
The brand system work across the entire consumer journey, from first impression to purchase. Before production began, I worked with the marketing team to map the key campaign moments and touchpoints and define what the campaign needed at each stage.
Bringing the System to Life
The system came together across Nike.com, app, email, and integrated media, adapting to each channel while maintaining a consistent Back to Sport expression.
