Identity for an internal initiative
Nike, Women's Marketplace
- Client
- Nike
- Services
- Logo design, brand identity for an internal initiative
- Year
- 2024
Context
Inside Nike, internal initiatives often need their own identity: a way to organize teams, signal purpose, and rally cross-functional partners. The Women's Marketplace initiative is one of those efforts, a strategic program built to better serve a critical part of Nike's business and community.
Challenge
Design an identity that lives comfortably within Nike's iconic brand system, without competing with it, while standing on its own as a recognizable mark across internal and external touchpoints.
Approach
We designed the mark around a gemstone, a symbol for the many facets of a woman's life, and worked the Swoosh into it. The brief was a logo both powerful and soft. Emerald green, chosen for its rarity, carries strength and distinction; yellow nods to Nike's performance energy, and the palette steers clear of stereotypically feminine hues. The system spans typography, color, and a flexible visual language built to scale from internal documents to product touchpoints.
Outcome
An identity that gives the Women's Marketplace team a clear flag to organize under and a recognizable mark across the work they ship. [TK: any internal adoption notes you can share.]
