Overview
Nike Member Days: Building the North America campaign system for Nike’s global member celebration.
Member Days is Nike’s largest celebration of its members, bringing together exclusive access, product, experiences, and membership benefits across the consumer journey.
Nike’s global team established the strategy and creative direction for Member Days. For North America, the challenge was making that foundation work across regional membership priorities, multiple campaign phases, and a wide range of digital and media formats while keeping the global idea coherent.
Role
Brand & Digital Design
I operationalized the global direction for North America by translating static guidance into a production-ready campaign system. This includes designing the component architecture, embedded application guardrails, and created focused guidance for production partners.
The toolkit connected Member Days with channel-specific design systems, giving teams the flexibility to meet their platform requirements while preserving a coherent campaign identity.
IMPACT
Enabled the North America rollout of Member Days across Nike.com, Nike App, email, paid media, retail, the App Store, and additional partner placements. A shared activation toolkit connected the campaign across teams and channels.
Equipped internal teams and external production partners with reusable Figma components, lockup configurations, templates, and application guardrails. This gave teams a clear production starting point and reduced repeated interpretation of the global playbook.
Supported channel-specific execution across independently managed design systems. Configurable components allowed teams such as the App Store team to meet platform requirements while preserving the Member Days visual hierarchy and campaign identity.
Created a shared reference for campaign production across North America. Guidance covering lockups, colorways, typography, photography, messaging, and graphic-system usage aligned teams around a common set of standards.
The system
The Member Days lockup comes in three colorways based on the phase of the program: , , and .
Building Hype For Member Days
The Toolkit
The global toolkit supplied three primary Member Days lockups. I consolidated them into one configurable component, allowing teams to select the layout, campaign phase, date range, and tagline from a controlled set of options. This made the lockup ready for regional production while preserving its approved hierarchy and color relationships.
APplication
I defined how the Member Days lockup should scale and align across contact sheets, film-strip units, and tickers. Proportion-based rules connected the lockup to each format, giving production teams clear guidance for maintaining hierarchy and recognition across different compositions.
