Nike Apparel & Equipment Rebrand.

Nike produced half a billion pieces of packaging annually and wanted to embark on reassessing the overall strategy, reduce environmental footprint for company-wide global Nike Apparel and Equipment packaging, on garment labeling system, across all Nike brands, technologies, and 16 licensees. I was part of the team at Tolleson that took on this global rebrand. This is the system you see on shelves, and likely in your closet today. My role over four years focused on packaging systems design and photographic art direction.

During this time, we got briefed on new products that needed to be designed and photographed. I worked on the packaging design, shoot planning, shotlist creation, casting, poses, wardrobe, day of schedule, and time on set. This design system continues to have global reach and flex per the needs of the brand.

The results maximized investments by 59% through simplifying brand foundations & reducing complexities under Performance and Sportswear brand logos. It also increased on and offline consumer brand recognition through the creation of unified creative palettes for the first time. The success of this project ignited a company-wide visual brand refresh across Nike digital ecosystem including Nike.com, App’s – NTC, NRC, SNKRS, and email platforms.