Nike: DNA brand identity
Nike, the world's largest supplier of athletic shoes and apparel, challenged SCADpro students to develop the brand identity of the Department of Nike Archives (DNA), an internal division of the company tasked with collecting and cataloging culturally and historically significant items from Nike's first 60 years.
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brand identity refresh
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Roblox treasure hunt
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SCAD majors represented
Project approach
SCADpro students were tasked to develop a new visual brand identity for DNA, create applications for this new identity, and produce one-of-a kind brand experiences in physical and digital realms. After delving into brand and industry insights, the student team solidified their target audience and built ideated concepts for this specific group. Stories and brand narratives were built out by the team entering the production and rendering phases of the project.
Project outcome
Over the course of 10 weeks, SCADpro students developed and created Nike DNA: Legacy in Motion, a comprehensive brand identity package that includes specialized logos, wordmarks, fonts, styles, color patterns, textures, and photography. They also strategized ways to apply Legacy in Motion into various Nike channels, working the brand into their digital presence via the Nike app and website, and designed an AR feature that would allow buyers to scan the brand's logo on shoeboxes and open an immersive smartphone experience. SCADpro students also turned to the popular Roblox platform to capture outside audiences, building a treasure hunt and other specialized worlds that tell Nike DNA's story.
