To create Nike’s US Football 365 NFL Campaign Language, we col­lab­o­rat­ed with Nike NA to push further into the Never Done” language, high­light­ing the spirit and celebrating the journey of progress. By pairing elevated typographic lock-ups with expressive hero shots and immersive action photography, we developed a versatile language that can be expressed by each of the 32 teams.

We expanded the global DNA.WIP toolkit to include more visual man­i­fes­ta­tions of progress: hole punches, painted illus­tra­tions made and a bespoke, handwritten typeface, appro­pri­ate­ly named Playbook.’

  • Branding & Identity
  • Art Direction
  • Type Design
  • Motion & Animation
02 Jets Compressed 3
03 04 Bengals 4 Compressed
06 Illustrations Compressed 3

In the language of Nike’s existing paint marks for DNA.WIP, UK-based ILOVEDUST hand-painted a series of iconic illus­tra­tions that embodied the irreverent, expressive emotion we sought to create for the 2022 season. Each illus­tra­tion feels intentional, youthful and serves to push forward the concept of Never Done.”

08 Titans Compressed
09 Vikings Compressed 3
10 Full Typography Compressed

As a tertiary typeface to the Palatino and Prototype, we hand drew Playbook: a light­heart­ed element used in small doses to tie the identity together.

11 Playbook Compressed
12 Poster Collage 2
16 Dolphins Compressed
17 Collage Compressed 2
18 Broncos Combination
99 Final Lockup Compressed