Legacy in motion
Reimagining Nike’s DNA through identity, digital, and immersive experiences
Industry Partnership
Storytelling
Interactive Experiences
Brand Engagement
Innovation
[2023]
Overview:
Nike partnered with SCAD to create the brand identity and interactive experiences for the Department of Nike Archives (DNA). In celebration of Nike's 50th anniversary, the project introduced DNA and highlighted key milestones through engaging storytelling and design.
Client: Nike
Timeframe: 10 weeks
Industry: Branding, Experience Design, UX
Role: Interaction Design Lead
My Role
As the Interaction Design Lead, I was heavily involved in creating immersive brand experiences, including the Nike phone app, Roblox, Decentraland, interactive mirrors in stores, the overall Nike store experience, and Times Square installations. I led a team of six in designing these experiences.
01. Branding identity
We developed a comprehensive brand identity for the project, including primary and secondary logos, a fully customized typeface, a complete color palette, and a distinct brand feel. This cohesive visual language ensured a consistent and engaging experience across all platforms and touchpoints.
02. Visual examples of new brand identity
03. Brand Experiences
Mobile application:
We designed a Nike app with 360° artifact exploration, an interactive treasure hunt, a virtual closet, and fitting rooms.
Roblox:
In Roblox, we built an immersive experience where users explore and interact with Nike DNA in a dynamic digital world.
Decentraland:
In Decentraland, we created a virtual space where users engage with Nike’s history through digital innovation and storytelling.
In real life - Consumer Interaction:
We created in-store experiences with interactive mirrors and installations at Nike stores and Times Square.
In real life - Times Square:
Takeaways
Working with a global brand like Nike was one of the most valuable experiences I had during college. Our project began just as the world was emerging from COVID, at a time when younger audiences were deeply engaged with gaming and AR/VR. This context gave me a chance to explore how these technologies could shape brand experiences while also challenging me to think strategically as a UX Designer.
Through this project, I gained real-world experience designing for both digital and physical touchpoints, making sure every concept aligned with Nike’s DNA. I also learned how to collaborate across disciplines, working with branding students to create a cohesive identity and meaningful applications. The process showed me how to balance creativity with consistency and deliver work that resonated with both the brand’s story and its audience.
