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
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.”
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.