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SOLUTION

WE COLLABORATED WITH NSIF TO LAUNCH A REFINED BRAND, MESSAGE AND EXPERIENCE TO ENGAGE WITH A BROADER AUDIENCE. WE REFINED THE CORE MISSION TO FOCUS ON LEADERSHIP BY  ‘FUELING EXCELLENCE IN EDUCATION’, AND LEVERAGING NIKE’S DNA IN INNOVATION. WE EVOLVED THE BRAND TO INSPIRE A MOVEMENT THAT RAISES OREGON’S GRADUATION RATE, ERASES THE OPPORTUNITY GAP, AND MAKES OUR SCHOOLS THE BEST IN THE COUNTRY.

PROBLEM

NSIF SAW AN OPPORTUNITY TO EVOLVE THEIR BRAND. THEY NEEDED A THOUGHT PARTNER TO DEFINE THE END-TO-END JOURNEY WITH BRAND – FROM THEIR LOGO AND PHOTOGRAPHY TO MESSAGING AND ACTIVATION.  THEY WANTED TO BROADEN THE CONVERSATION, SO THAT EVERY STUDENT WALKS AWAY FROM HIGH SCHOOL BELIEVING THEY CAN GO TO COLLEGE.

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APPROACH

IN PARTNERSHIP WITH NSIF, WE DEFINED OPPORTUNITIES TO EVOLVE THE TONE, VOICE AND IMAGE OF THE BRAND. WE HIGHLIGHTED KEY SHIFTS AROUND EDUCATION, COMMUNITY AND PHILANTHROPY AND IDENTIFIED WAYS FOR NSIF TO GAIN TRACTION WITH A GROWING AUDIENCE BY PROTOTYPING THE NEW BRAND EXPERIENCE AT A KEY LEADERSHIP CONFERENCE AT NIKE WHQ.

PROJECT

LEADERSHIP MATTERS

Nike School Innovation Fund Mission

DELIVERABLES

STRATEGY

Consumer Insights

Opportunity Definition

Brand Foundation

DESIGN

Brand Design

MARKETING

Story and Messaging

Integrated Brand Planning

Art Direction

Content Creation

CREDITS

PHOTOGRAPHY

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