On its 20th anniversary, Nike iD needed to show that they understood a changing consumer mindset — one that demands a more collaborative and personal approach to creating products with brands.
Outcome
The new identity, which saw a change in name from Nike iD to Nike by You, celebrates the co-creation between Nike and You. Nike is shown as the technical innovator, known for its expertise in performance and production. You are the co-creator, bringing your personal expression and creativity. The two layer system allows for wildly varied expressions, while maintaining consistent recognition.
The project broadened from a straightforward visual identity to a strategic reframing of customization within the Nike organization.
D&AD Wood Pencil Winner
— A Gretel project. ECD: Ryan Moore Creative Direction: Simon Chong Strategy: Carter Bird, Daniel Edmundson Design: Andy Keating, Elaan Bourn, Dylan Mulvaney Project Management: Claire Banks
