THE CHALLENGE:
The golf equipment category was crowded with performance claims and familiar visual conventions. The challenge was to create a system that felt distinctly Nike while giving the PD line a clearer point of view across product, packaging and future product extensions.
THE APPROACH:
Working alongside Creative Director Mark Aver, I led the development of multiple creative territories informed by competitive research and strategic exploration. From there, we established a complete identity system spanning typography, color, graphic language, golf ball graphics, packaging architecture and production-ready standards, giving Nike a consistent framework across the entire PD family.
THE OUTCOME:
The result was a cohesive product identity that elevated the PD line beyond a traditional packaging refresh. By establishing a scalable visual system instead of individual executions, the work created a foundation that could support future product launches, marketing and manufacturing.
Role
Creative Director/
Design Consultant
Agency
COMBO
* Competitive research
* Product positioning
* Territory exploration
* Identity system
* Typography
* Graphic language
* Packaging system
* Product graphics
* Golf ball graphics
* Color system
* Production direction
* Mechanicals