
CLIENT:
Nike
SERVICE: Graphic System
YEAR: 2016
—
AGENCY:
Wieden+Kennedy
ART DIRECTION:
Rehanah Spence
& Rebecca Parker
DESIGN:
Raina Jung,
Christy Lee Zilka
& Karen Koch
DESIGN MANAGER:
Leticia Barajas
RETOUCHER:
Kyle Pero
PHOTOGRAPHY:
RJ Shaughnessy
Nike
SERVICE: Graphic System
YEAR: 2016
—
AGENCY:
Wieden+Kennedy
ART DIRECTION:
Rehanah Spence
& Rebecca Parker
DESIGN:
Raina Jung,
Christy Lee Zilka
& Karen Koch
DESIGN MANAGER:
Leticia Barajas
RETOUCHER:
Kyle Pero
PHOTOGRAPHY:
RJ Shaughnessy
We worked with Nike North America Brand Team to
re-design a lasting graphic system for Nike XC.
Inspired by the athlete’s
tenacity and performance through any circumstance, we created a system informed
by the terrain and conditions unique to the sport of XC. The overall
look-and-feel represents the tension and physical endurance necessary to push
past personal limits in extreme environments. Heat, snow, dirt, rain, tough
terrain, and mud are the environmental cross sections of the east, west, north,
and south regions. A modular approach in the use of pattern allows for
degenerative, playful, and narrative expressions—capturing the dynamic movement
and cadence of XC.










