Women of Nike

Women of Nike is a global employee network that creates spaces for women, friends, and allies to connect.

I joined their leadership team as the brand designer to refresh the look and feel, and lead creative strategies and tactics for their programming and communications. The team needed a new brand that could scale, establish consistency across digital platforms and messaging, and garner excitement from membership as the network evolves. The brief was fairly open ended, but one key tenet was that the team wanted to move away from the gender binary and create a logo that doesn’t rely on symbols for recognition.

I aimed to create a logo that was simple and clean. One that wouldn’t compete with or distract heavily from the Nike swoosh, and was capable of evolution with seasons and campaigns. Additionally I wanted to create graphic elements that could be leveraged as a background or complementary feature. I had been exploring contour style drawings with the idea that they could draw emphasis on movement and articulation of the body rather than a specific portrait or idea of how an athlete should look. I wanted to depict a wealth of different athletes and how they move.

The result was a brand scheme that gives a nod to women showcased in the Nike’s seasonal photography, monochrome logo variations, and a color palette that changes seasonally to remain fresh.

An important component of the rebrand was to also create an engagement platform concept for members to gather, share ideas, and connect. I created a lockup that identifies this forum. The name NOW with Women of Nike stemmed from the idea of being present, and also as a call to take action.

With the absence of in-person meetings, pivoting to virtual events has put an emphasis on the use of video, and strategic messaging delivered at a regular cadence to be accessible and inclusive. These meetings are often more casual, but I worked with the team to develop a framework and show format to create a consistent experience that showcases the Nike brand through the lens of empowered women. I cut together a heat video to add a little production value into the mix.

The heat video is used to cue the start of the event, and ground viewers in the moment. To keep the look and feel fresh, the editorial video content is updated seasonally to align with timely product or story moments.