Role
Creative Director
Practice Areas
Website, Content Strategy, Brand Messaging, UI Design, Data Visualization, Motion Design, Interactive Storytelling
Challenge
Purpose is Nike's corporate social responsibility initiative designed to transform how a global sportswear company can drive positive change. It represents a comprehensive approach to sustainability and responsibility across five fundamental pillars: equality, communities, manufacturing, environment, and product.
With consumers increasingly demanding transparency and meaningful corporate action, Nike needed a platform that could communicate their complex Purpose efforts in an accessible, compelling way. The challenge was to take an overwhelming amount of data, initiatives, and commitments and distill it into a narrative that resonates with everyday consumers as well as industry stakeholders.
The site needed to go beyond isolated statistics, creating a dynamic experience that showcased the company's dedication to spreading positive change while reinforcing brand loyalty and investor confidence.
Approach
Our initial exploration revealed a key insight: people struggled to understand why they should care about Nike's efforts on a personal level. The enormity of the challenges we face, coupled with the vast scope of Nike's initiatives, felt daunting and abstract. To make the work truly effective, we needed to help people not only understand Nike's initiatives but also feel their impact on a human scale.
To achieve this, we developed a storytelling framework that balanced big-picture data with personal, relatable narratives. By elevating individual stories that showcased the real-world impact of Nike's work, we created emotional connections that made the larger goals feel tangible and meaningful.
Our work centered on creating a flexible, evolving system that could grow with the Nike's Purpose work. We developed a modular content architecture and visualization toolkit that balanced data-driven insights with emotional storytelling, and refined the user experience to be both informative and inspiring.
The design language maintained a balance between Nike's iconic brand identity and the need for a fresh, purpose-driven aesthetic. This ensured that the platform felt distinctly Nike, while also signaling the company's commitment to positive change.
The result was a dynamic platform that organized Nike's extensive data and ensured that each piece of content, whether a personal narrative or an industry report, contributed to a cohesive and compelling story of Nike's positive impact.
Results
The site became a vital showcase of Nike's purpose narrative. The platform offered a comprehensive view of Nike's sustainability efforts, reinforcing their commitment to making a positive impact. This transformation was recognized in the industry, earning two Webby Awards for excellence in digital communication.
Credits
Todd Arnold
Rachel Avallone
Rusty Grim
Kylie LaCour
Jess Lyons
Lisa Oliver
Adam Poe
Stacy Westbrook
Grace Young
Made at Owen Jones
