While a member of Nike’s Image Design department, I was charged with establishing a visual language for the ACG category (All Conditions Gear). This entailed devising a look, feel, and approach which spoke directly to the essence of the brand. The ACG team of footwear, apparel, and accessory designers were, and are, serious outdoor enthusiasts and derived their inspiration from travel, outdoor activity, and other forms of research.

The sketchbooks contained a wealth of thoughtful ideas that were most often realized in their final design solutions. The design team also worked closely with professional and amateur athletes and enthusiasts ranging from river guides, snowboarders, cyclists, climbers, and runners. Their design input and photography efforts were also critical elements of the overall brand voice.

The scope of work ranged from product catalogs, point of sale materials, exhibit design, packaging systems, videos, retail fixtures, and special events graphics. The main goal for the program was to accurately describe the ACG range of products as highly innovative, technically superior, and a whole lot of fun. It was also important to communicate that ACG products are designed by a team of people who are dedicated outdoor enthusiasts who possess a keen understanding of the punishment that these products must withstand in order to successfully perform.

While the design for the brand was a lot of fun, I was also expected to test the products. This was not a problem since I enjoy riding, skating, and running anyway! But the main source of enjoyment came from the opportunity to design a visual program that was applied in so many dimensions, places, and flavors.