© 2018 Stephen Lloyd | Seattle, WA. All Rights Reserved.

Nike

Situation:

Nike's Global Finance division was doing a major overhaul of their processes worldwide and part of that budget was allotted to hire a designer to create a unique brand identity. I was hired as that designer two months into the process and had exactly one month to get this launched in seven geographies including Converse in Boston.

Task:

The human problem at hand was that every team at Nike had their own identity except finance. I needed to make them feel like true Nike employees with a unique brand of their own. I then needed to design brand collateral and even custom bicycles like the rest of the teams around Nike were riding. Finally i needed to create brand guidelines and executive presentation decks that were easy to use for people  who might not necessarily understand technical design terms or practices.

Action: 

I went full heads-down mode for the next 14 days and dove into the research phase by discovering as many finance brands and Nike logos I could find. Next I sketched 200-300 ideas while working side-by-side with the marketing manager to refine the top 10 concepts. After several rounds of iteration between my manager and director, I had three polished logos to present to the VPs and stakeholders. One logo was decided on (shown to the left) and then CFO and Executive VP gave the final stamp of approval. 

Result:

The logo was done in under two weeks and off to the printers for the global launch of the new FutureFI brand. Brand guidelines and executive presentation deck templates were created and successfully launched in seven geographies within the 30 day deadline. From there, my contract was extended because more teams within finance wanted their own identities. I went on to create logos and branded collateral for teams including SWIFT, Global LEAN, Treasury, and Accounting. If I could go back and change anything, I would cold-call more designers around different Nike teams just to get their input on my progress which I didn't know was encouraged at that time.