NIKE x JD
CROSSTOWN RUNNING
Spring 2014
Nike partnership with JD Sport to create a London-based Running store concept to speak to urban runners invested in style + serious running. Name, Identity,
Visual Center, Photography, fixtures and full experience designed in a small in-house team of 3 — myself, the Retail Lead Architect and a spatial Designer.
Established Identity and name.
Visual Center based on urban neon and road language. Graphic patterning inspired by patterns used in architectural drawing to represent urban textures.
Logo created in a way that allowed it to work not just as branding but also as texture and unifying DNA element through all graphic applications.
Visual Center/Branding across external facade and secondary internal JD entrance
Visual Center and graphic language
applied to 365 localised posters behind
the cashwrap.
Community board graphic at back featured imagery created for the store as well as social feed content shared by runners.
London photoshoot with local influencer runners.
Creative direction on copy, graphics and photography all directed by myself.
Seasonal mannequins and Bra Bar bust forms all 3D printed.
The fixture system was modifiable and rolled on a centralised trolley-style transport system.
Digital signage for immediate change of communication and less waste.
Low resolution typography fit aesthetic of urban + functional.
Art direction of quarterly photoshoots covered key styles for the JD x Nike product highlights
