Nike Olympia

An Olympic campaign lands everywhere at once — retail, packaging, press, stage. Each format has different physics. The brand has to survive all of them.

Build the identity out of a single graphic system that could be embossed, printed, projected and worn without losing itself. Restraint as the premium signal, not decoration.

Design the system for the hardest format first — dark, tactile packaging with almost no colour — then let the easier formats inherit it rather than adapt it.

Where this project spent weeks producing variants for each format, that part is now hours. Generative production is genuinely excellent at volume and variation once the system is locked. What it will not do is decide what the system should be.

Material and finish specification for packaging, retail application, event staging and the imagery that tied the three together.