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.

Alexander Isley is president of Alexander Isley Inc., a Graphic Design Consultancy in Redding, Conn., and New York, NY.

Retail graphic program for the John G. Shedd Aquarium Gift Shop, Chicago

The Shedd Aquarium and Frederic Schwartz Architects invited us to collaborate on the redesign of the Shedd Aquarium gift shop. An exciting part of the project was working with Judith Bacal, a College of Design classmate who was an exhibit designer at Shedd.

We worked in creating the graphic approach for the shop, which has an underwater theme. Our involvement included determining the color palette for the space and designing the murals and oversized fixturing elements for the store. We created designs for large pink Lucite panels cut to the shape of coral, which glow as if they are under water. Within the bookstore section we selected passages from 20,000 Leagues Under the Sea, Treasure Island and Moby Dick, coupling them with period engravings on large translucent panels to suggest stylized books.

Throughout the store we placed text containing educational and otherwise interesting facts about marine life, which addresses an important part of my personal design approach. I believe that it is not enough to conjure up a pretty design; I think the most successful designs leave an audience coming away with added knowledge or a more informed point of view. In this way this retail environment serves to provide a bit of education.

This assignment allowed me to do some things that are close to my heart: work in collaboration with people I respect and apply our design approach to architectural spaces. In our retail and exhibit work we get a chance to venture beyond the realm of the printed page, and I find this to be very exciting.