“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.

Final DELIVERIES

No items found.

Video

Early Explorations

No additional samples

Endorsements at

Nike

Collaborator
Kristin Boden

Nike

Technical Webmaster

Kristin

Boden

David entered the nike.com scene just as we were struggling to find our voice; nike.com was launched and we had some crazy features going on, but David brought creative vision, indeed a voice, to nike.com that was mature, well-crafted and years ahead of the 'net. David was also key in building and shaping the team that would lead nike.com out of it's schizophrenic ‘marketing/advertising/gaming’ zone into it’s unique full on e-commerce, global interactive presence. David - along with being a creative genius, is well versed in the technology and business aspects of the interactive space. Grab him if you can.
Collaborator
Mike Savage

Nike

Macintosh System Technician

Mike

Savage

David is a man of the times. He is intelligent and witty with a must-do attitude along with the knowledge and skills to back it up. He is able to think 2-3 thoughts ahead of the rest. He is a consummate professional with a friendly demeanor and an ethical approach to his work and life. It was great to see how he managed his team with respect and open communication. I would heartily recommend him to my friends and clients.”
Direct Report
Lisa Morgan

Nike

Senior Digital Producer

Lisa

Morgan

I tackled numerous major projects with David at Nike and he was consistently adept at hitting tight deadlines without sacrificing creative integrity -- a seemingly impossible task at a large company such as Nike. David was also a great mentor, helping me to develop the skills needed to create multiple innovative campaigns. His attention to detail while never losing site of the big picture is truly amazing. Most importantly, however, David has a great sense of humor, which helped to keep us all sane in the dark moments and laughing our heads off the rest of the time.
Direct Report
Gary Goodrich

Nike

Program Manager

Gary

Goodrich

David is an individual of unique talent & vision. I've seen him inspire and educate other to find & promote User Experience solutions in five countries. For David, it is not simply a vocation but, a passion. In a business where is it easy to take path of least resistance, David puts himself in the place of the end-user and finds creative solutions that are well-reasoned, intuitive and cutting-edge. He is always willing to walk though scenarios, or listen to other ideas. With him you don’t just get someone who will make pretty pictures or find you UX solutions. You get a person who will explain to you why a particular solution was chosen, why others were not, and look at the long-term UX business solutions. In a business (software) where too many people look out for number one, David has always shown integrity and honesty. It was a pleasure to work with him.
Direct Report
Necia Dallas

Nike

Art Director

Necia

Dallas

David is singular, arriving at Nike in a comet of visionary excitement and manic, feverish workaholism. He's all vision & crazy talent. David, ever caffeinated, brought delight and purpose to a young and unseasoned department, with strong, brilliant opinions borne of an almost unparalleled gift of intuition and of his considerable hard-earned experience. I love David!
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