Nike Wave
A performance surf sub-brand identity and product line that brings Nike's sport innovation to the ocean.
Timeline
10 weeks
Team
Kai Barnum
Brian Yoo
Scope
Brand
Exhibition
Creative Direction
Production/Print
Launching ahead of the 2028 Los Angeles Olympics, Nike Wave explores the fusion of authentic athlete stories and handcrafted, organic visual elements. Our research and branding were reviewed by former Nike VP, Creative Director, Julie Igarashi and former Nike Senior Director of Creative Outreach, Howard Lichter.
Logo Design
After exploring a variety of directions, we realized that without
Lo-fidelity (brainstorming and exploration)
Mid-fidelity (narrowing directions)
High-fidelity (final)
Watercolor Exploration
In staying true to the authentic nature of Nike Wave, we decided to use a more handcrafted approach in establishing our visual language. We found watercolor to be an excellent medium as it produced natural, organic forms while also being water-based, which was fitting for the aquatic nature of the sub-brand.
V1 (Simple, concentrated areas of color)
V2 (Layering colors, more complexity)
V3/Final (Single color, variety of concentrations)
Print and Production
As an employee of UW's on-campus workshop, I had the unique advantage of being able to use equipment during after-hours, allowing us to explore a variety of production techniques, including heat transfer and embroidery.
V3/Final (Single color, variety of concentrations)
Design Showcase
After long hours of designing and printing panels for a custom exhibition structure, we got to see our exhibition structure come to life during the UW senior design show at the Jacob Lawrence Gallery!
Brand Teaser
A teaser for Nike Wave inspired by the grit and passion of the elite Nike-signed surf athletes.
Reflection
The timeline for the website was very tight when factoring in the time it took to seek out and hire an additional designer. The process felt somewhat like trying to fly an airplane while building it at the same time. Despite these challenges, I'm extremely proud of the final product and know that the website will only continue to grow with the club's expanding interest level and increasing submissions.