The
future of sustainable fashion
NIKE
Sustainable Product Creation
As consumer demand for sustainable products increased, Nike Better World was rapidly becoming the consumer-facing voice of innovation.
Of learning by doing. And failing. Then, doing it differently. It was about disrupting the conventional, embracing the unknown, and cultivating potential. It was about envisioning a world we all want to live in.
With that, I had the opportunity to rebrand Nike Better World, develop visual systems for Nike’s innovation team, and lead a $315M division in a global packaging redesign.
• Creative Strategy
• Visual Identity
• Visual Guidelines/System
• Iconography
• Packaging Design
• Environmental Design
• Presentation Design
Scope
Nike wanted to be extra cautious about the sustainable claims they made under the umbrella of Nike Better World. Claims needed to be backed up by science. Otherwise, the public would pick it apart, and Nike might have a PR nightmare on their hands. Besides, greenwashing is just a recipe for losing trust with consumers.
Challenges
GOALS
Make it simple, sleek, and highly curated.
Symbolize innovation.
Speak to the ongoing evolution of sustainability.
A refresh
This new wordmark hints at the art of construction, a mark being steadily defined and built one segment at a time. There exists a firm foundation, but the missing elements hint at something greater – the unknown.
It speaks to the future, one that Nike will continue to define through industry-leading innovation and sustainable product creation.
Its geometry is carefully crafted, and spry with buoyancy. This re-imagined mark suggests directional movement and explores visionary elements – advocating for a bright future that only Nike itself could create.
Brand Iconography
A set of icons was created to visually represent the pillars of Nike Better World:
• Flyknit – woven technology reduces pattern waste
• Colordry Technology – waterless dying
• Recycled Polyester – from water bottles
• Circularity – waste as an input
• Regrind – shoe waste used in sport court creation
Packaging
Pattern Efficiency
Before
After
By increasing pattern efficiency and using recycled stock, we reduced waste across packaging structures by 34%, equating to a $9M savings in 6 months.
Environmental
A hidden little gem in SE Portland, this design hub was used as an innovation space away from the WHQ campus – a place to play with tools, methods, and ideas. An incubator.
Innovation Iconography
These icons visually represent Nike’s focus areas within the supply chain.
Process sketches
Nike often looks to adjacent industries –
aviation, toys/games, medical, automotive –
for innovative product ideas and processes.
