2020 Winner
Communication Design
Nike Free
Nike Free
Category—Identity
2020 Winner
Communication Design
Nike Free
Studio
M35
Designer(s)
Liam Brown, Sydney
Client
Nike Running
Additional Credits
JUNIOR DESIGNER:
Samson Ossedryver
CREATIVE DIRECTION:
Jamie Mitchell
NIKE BRAND CREATIVE:
ART DIRECTION:
Vincent Lowe, Portland, Oregon
CREATIVE DIRECTION:
Jason Herkert
PRINCIPAL TYPE:
Helvetica Mono
Helvetica Neue
Nike Free (Custom)
CONCEPT:
Nike Free is a minimalist running shoe that was first developed in 2005 to replicate the experience of running barefoot. 2019 represented a brand reset for Nike Free with the focus shifting toward elevating both the science and natural benefits of the footwear. Collaborating with the global team out of Portland, M35 redesigned the entire visual identity system for Nike Free, including logo lockups, grid systems, a bespoke typeface, art direction, color palettes, and materials. The design system resulted in a set of modular brand assets that enable flexible local implementation by all of Nike’s territories around the world.
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