I had the pleasure to work with Nike to bring to life the concept of RIO city: developing a graphic identity that would make people feel the spirit of such Brazilian city, exploring the different elements which convey in this magnificent place.
The first step was to explore different aesthetics.
The Letterpress direction was one of the strongest at first sight: textures and typography are aligned in a print style. A rigid but scalable system.
Another direction was the Glitch version, more risky and dynamic.
Thirdly, a handwritten field, more human and sensible, and suitable to create a feeling of sportiveness.
Lastly, a chance for an urban style. I developed a more legible type, layouts and elements without losing the Brazilian and sportive approach.
Rio has established a significant sporting culture. And Nike supports this core spirit.
I had the huge opportunity to create the visuals for this new brand campaign.