WE: Dream Play Persist Elevate
Nike Retrospect 2022
Connecting on a new level with Nike, by diving into their past.
Visual Identity · Campaign Design · Curatorial · Motion Design · Collateral
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WE: is an exhibition that commemorates the achievements and enduring legacy of Nike. This event centers on providing viewers with an immersive experience, allowing them to connect with the core values that define Nike — Dreaming, Playing, Persisting, and Elevating. Utilizing Nike's extensive collection of photo and video advertisements, WE: joyfully highlights the brand's journey and longstanding success.
The logo design and concept "WE:", embodying the holistic essence of the brand, feature a rotating wheel symbolizing unity, process, and progression. These elements reflect the shared journey of athletes, encompassing dreams, play, persistence, and elevation — collectively constituting the broader narrative of Nike's evolution.
The logo design and concept "WE:", embodying the holistic essence of the brand, feature a rotating wheel symbolizing unity, process, and progression. These elements reflect the shared journey of athletes, encompassing dreams, play, persistence, and elevation — collectively constituting the broader narrative of Nike's evolution.
CHALLENGE · 01
- Design an identity system and process that embodies Nike's core values and journey.
- It should have a distinctive character specific to the event, yet maintain consistency with Nike's existing visual identity.
SOLUTION · 02
- Develop of an identity system centered on holism, rooted in Nike's core values. Each category tells a unique story, and together they signify an athlete's journey, transcending the ordinary.
- Maintain many of Nike's current visual identity, however experiment with function and form to reflect the holistic concept.
- Curate of some of Nike's advertisement work categorized into each core value.
