Role
Creative Director
Practice Areas
Website, Content Strategy, Brand Messaging, UI Design, Data Visualization, Motion Design
Challenge
Consumers want transparency. They want to know that big brands aren’t just making promises but taking real action. With so many sustainability claims out there, companies need to back up their words with tangible impact. Nike had the initiatives, but they needed a way to make their efforts clear, compelling, and human.
Nike Purpose is the company’s response to that demand, built to drive change across five key areas—equality, communities, manufacturing, environment, and product. But with so much happening at once, the challenge was turning vast amounts of data, initiatives, and commitments into a story that resonates. Something that would inspire everyday consumers while reinforcing confidence among investors and industry leaders.
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 scale of Nike’s efforts was impressive, but it was also abstract. To make an impact, we had to help people not just understand the work but feel it.
Our solution was a storytelling framework that balanced hard data with human stories. Instead of overwhelming visitors with numbers, we put people at the center—athletes, factory workers, community leaders—bringing Nike’s impact to life through their experiences.
To keep things flexible, we designed a modular system that could evolve alongside Nike’s Purpose initiatives. A custom content architecture made it easy to showcase both big-picture goals and personal narratives, while a visualization toolkit helped translate complex data into something engaging and digestible.
The design struck a balance between Nike’s bold, iconic identity and a fresh, purpose-driven aesthetic. The result was a site that felt unmistakably Nike while signaling real commitment to change.
Results
The new platform turned Nike’s sustainability efforts into a clear, compelling story. Instead of isolated stats, visitors got a full picture of Nike’s impact—one that was both informative and inspiring.
The site became a key tool for communicating Purpose, strengthening Nike’s reputation as a leader in corporate responsibility. It also earned industry recognition, winning 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
