NIKE TRAIL IDENTITY SPEC*
Objective: Create a scalable visual identity for a performance-driven trail running brand.
Approaching the project as an end-to-end creative system, I developed bespoke typography, brand marks, motion language, copy, and visual assets across photo and video. Inspired by Nike Run and ACG, the identity balances technical performance with a distinct, ownable point of view.
Research: Early mood boards pulled from classic hiking imagery and my own photography across the Northern California trail systems. Roots, rocks, trees, and trail signage began to define an organic visual language that grounded the identity.
Logos and Wordmarks: Early on, I knew I wanted to play with the iconic Swoosh- pushing it toward a more organic, cellular form. In parallel, I developed a cast of alien-like characters, inspired by the otherworldly feeling of moving through redwood groves and open, dreamlike pastures.
Image Generation: Using a layered prompting approach, I created a series of “logo-in-environment” visuals and established a consistent cast of models and settings for photo and video. While I still prefer the work of professional photographers, this process allowed me to explore and articulate a scalable visual world.
Copy: To explore voice and consistency, I built a custom “brand guardian” GPT aligned to Nike’s language system. While it served as a tool for iteration, the central idea -(R)UNSTABLE- was human generated :)
Motion: I created a 3D logomark in After Effects, then brought it into Cavalry to develop a series of rotating ASCII and metaball animations, utilizing Cavalry’s node-based system for procedural exploration.
Where This Can Go: What started as a spec project turned into a full system—one that can keep growing. There’s more to explore in motion, storytelling, and real-world applications, but the core is there. A flexible identity built to move, evolve, and hold its own across formats.
Top Secret Location- North Bay, California