Brand Identity
Art Direction
Photography
The project delivers a new brand identity for Nike Running, and art direction for a promotional campaign. The strategy was to shift the brand’s tone of voice to more accurately align with the ethos of the iconic slogan, Just Do It. Integration of a new titular direction using the imperative form, Nike Run, enables the brand to articulate action and intent.
The concept for the logo emerged from a creative exploration of typographic form, leading to the realisation that the swoosh symbol could be integrated into the new identity, and improve brand recognition. By using the same typeface as Nike’s logotype, the design maintains brand clarity and consistency, while carefully matching the font weight to the swoosh ensures visual balance. The result is a logo device that communicates movement and direction, making it inherently connected with the brand’s purpose.
Copywriting for the art direction needed to be indicative of Nike. ‘Faster’ represents a concise and impactful culmination of Nike’s status, and its core values of performance and innovation. It also strategically functions as both an imperative and an adjective, making the word increasingly versatile in how it's perceived and interpreted.
In 2024, New York-based design studio Porto Rocha rebranded Nike Running as ‘RUN,’ creating a bold, typographically driven identity that reinforces the brand’s connection to movement and performance.
University Capstone Project (2022)
