Bringing the spirit of PLAY FEARLESS to the forefront of a versatile design system for Nike Kids

The Task
We partnered with Nike to craft a new visual system and toolkit for their Kids offering. Our goal was to broaden the visual range, empowering them to appeal to both a wider range of kids, as well as the responsible adults who often hold the purchasing power.

The Idea
We developed a flexible system that offers a vibrant range of expression, from the soft and playful PLAY FREE to an energised and dynamic PLAY FEARLESS. PLAY FREE unlocks a joyously squishy and approachable tone for babies and toddlers, while PLAY FEARLESS offers a more care-free visual expression for young teenagers, celebrating the optimism and curiosity of their newfound independence and developing identity.

The Outcome
The result is an ultra-flexible global toolkit that effortlessly flexes from babies up to teens, while never losing sight of the responsible guardians that hold the