by abduzeedo
Dive into Nike's "North American Voices" and its impactful motion design system. Discover how tailored visuals amplify compelling stories.
Hey creatives! Ever wonder what happens when a global giant like Nike wants to tell its internal stories with impact? It takes a clever approach to visual communication, especially in the realm of motion design. Nike, known for its bold branding, recently embarked on a compelling internal docu-series called "North American Voices." This project aimed to spotlight extraordinary teams across the continent, celebrating purpose, unity, and momentum.
The Challenge of Cohesion
Bringing diverse stories together while maintaining a strong brand identity is no small feat. That's where a well-crafted motion design system comes in. The team at North Sea Air brought in Athletics to develop a dynamic, mini motion system for this six-part film series. The goal? To amplify the journeys of six remarkable teams from various markets.
The collaborative effort, which also included Revel, focused on creating a "bold, cohesive visual identity". This meant designing a flexible system. It needed to mirror the energy of the films. But it also had to amplify each team's unique voice.
A System in Motion
So, how did they do it? Through a series of tailored motion assets. This included:
- Title animations
- Closing tags
- Transitions
- Lower thirds
- Pull quotes
These elements formed a "visual language" that gave each story its own personality. Yet, it ensured a consistent thread ran throughout the entire series. The outcome was described as a "colorful, playful system." It effectively united the content while allowing individual team spirits to shine through.
Imagine the vibrancy of Nike's NYC-based basketball marketing experts championing a youth streetball tournament. Or the precision of the Haskell Distribution Center team, ensuring products reach consumers in four days or less. Even the heartfelt community of the Nike Soho Run Club found its visual rhythm within this system. Each narrative, from the LA Marathon's 3,250 Challenge to the growth of Nike stores in Canada, was given its own visual space while contributing to the larger story. The same system even supported the "NA Kids x USA Gymnastics" partnership.
The Impact of Deliberate Design
What this project highlights is the power of strategic motion design. It's not just about making things move. It's about crafting an experience. It’s about building a visual identity that resonates. This system shows how design can bring clarity and rhythm to complex narratives. It celebrates what it means to move with purpose and heart.
This case study from Nike and Athletics proves that a thoughtful approach to motion branding can elevate internal communications. It transforms them into inspiring, impactful stories. It makes a lasting impression.
Want to dive deeper into their incredible work? Explore more from Athletics, the studio behind this impressive motion system, on their portfolio.
