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Nike’s Move to Zero: the company’s commitment to zero carbon and zero waste across recycling, repair, and refurbishing, needed to feel like it had always been part of the brand. Working alongside Nike and R/GA, we built the visual identity system to prove it.
Problem Any sustainability branding at a company at Nike’s scale and stature carries the risk of looking performative. The brand had to communicate genuine commitment before skeptical consumers and journalists decided it was a greenwashing campaign.
Solution We built the system around the historic Nike pinwheel, a mark created in the 1970’s to express the brand's community roots in Oregon, now reactivated as the symbol of Nike’s environmental commitment. A 50-year lineage that no campaign creative could manufacture.
brand The new identity system features the “Nike pinwheel” developed in the 1970s to express Nike’s efforts to help their community in Oregon, front and center. The logo system works within the Move to Zero identity guidelines previously built by Nike, building from it to showcase the three stages of sustainability.
activation To bring Sustainability Services to life, we partnered with Nike and RGA to help develop and launch films, copy, and creative guidelines for use in international markets while keeping a consistent Move to Zero message.
CAMPAIGN We worked with Young Hero to help develop a campaign launch targeted to Gen Zers to educate and inspire them to take action. We focused the narrative around three young protagonists, showing how they interact with and use the Nike sustainability services.
PHOTOGRAPHY To help document and showcase the recycling process, we worked to document and create an image library of how recycling happens behind the scenes at Nike. These images were used in social media, the Nike app, and on the Nike Sustainability website.
of Nike footwear and apparel use recycled materials.
Nike’s Move to Zero is the company's public commitment to zero carbon and zero waste, encompassing recycling, repair, and refurbishing programs across international markets.
Working alongside Nike and R/GA, Company Policy built the visual brand identity system, creative guidelines, film direction, copy frameworks, and international brand materials, building the system around the historic Nike pinwheel, a mark from the 1970s reactivated as the symbol of Nike’s environmental commitment.
TEAM
ADAM KATZ:
JENNIFER HSU
KAYLA BRIES
ISABELLA HIEW
TIM HUTCHINSON
MAYA RENZ
EDEN MICHNER
BRANDON WELLS
ALEC CARRIER
MOVE TO ZERO BRANDING
ACCEPT AND PROCEED
PRODUCTION
RGA
YOUNG HERO
DIRECTORS
NICK PANAYOTOPOULOS
ROBERTO MAX SALAS
CINEMATOGRAPHER
BEN HYPE
PHOTOGRAPHER
TAWFICK ESPRIELLA
TYPOGRAPHY
HELVETICA NEUE
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
A creative studio that makes brands for humans
It’s 02:32 PM in new york, we’re open
365 days without an accident
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