“If you have a body, you’re an athlete”

Bill Bowerman

Nike.com Guidelines
Worldwide brand consistency
Nike.com Guidelines
Client
Nike
YEAR
2001
LOCATION
USA
Service
Brand & Logo
Product Design
Visual & Graphic Design
Challenge

Establishing brand consistency on all online initiatives

Nike, at the turn of the 20th century, badly needed a homogenization of their presence online. Until that point, most of their web initiatives worldwide had been done independently by every business unit and/or regional marketing group. Dozens of different solutions with no common overseer! They had little in common in terms of infrastructure and design look & feel

Goal

Global Brand Experience Guidelines

First line of attack was establishing guidelines for a homogenized branded style, adopting a low-demand global navigation that could easily be adopted by all Nike websites without much reconstruction on an early phase, and educating teams an providers on a common visual language of typography, color palette and design motifs.

Result

A worldwide single-direction

A full internal team was recruited. From three original internal web developers,  talent was secured towards building a force of 40 professionals-strong (designers, developers, content producers, product managers, etc), supported by a generous helping of outsourced usability, back-end, visual, tech and consulting firms. Next step was traveling and meeting with all worldwide teams (Beijing, Shanghai, Seoul, Tokyo, etc), evangelizing the benefits of a unified band and global navigation. Providing support and ownership of common assets.

Video

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