FINISH ON EMPTY  |  NIKE XC

Nike asked us to reimagine the branding for Nike Cross Country. Each year 20 high schools across the country compete in the Nike Cross Country Nationals, Nike Cross Country Regionals, and the Oregon and Washington Boarder Clash.

We were asked to create an evergreen g system—our response was a set of patterns, a grid structure for these patterns to live in, and a bold type treatment to compliment the patterns and photography. We wanted Nike XC to feel energetic, inspirational and most of all, bad ass! Our patterns, the way the grid structure was used, layout of each piece, and how we used the typography were all rooted in supporting these kids to compete with confidence.

My role
In collaboration with designer Raina Drew Jung, Karen Koch and art director Rehanah Spence; I designed patterns, icons, posters, the new NXN and NXR logos, and event materials.

Agency
Wieden + Kennedy


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Below are Snapchat filters used during the National and Regional events.

Below are the environmental pattern write ups I wrote to be used on social media and throughout the events.


Below is some of the process.

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Tough terrain pattern study

Tough terrain pattern study

Pattern sketches

Pattern sketches


I redesigned the Nike NXN logo that was revealed during the fall 2017 Nike Cross Nationals.

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