The ask:
Develop a “Playbook” and “Toolkit” to create timely, on-brand campaigns for Nike’s APLA regions (Asia, Pacific, and Latin America) —while maintaining Nike’s premium quality.
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The Challenge:
Create a flexible, user-friendly system that reflects local cultural moments and ensures brand consistency across multiple channels.
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The Result:
Delivered bold, unified design system—defining key cultural moments through unique visual elements and providing a highly usable, component-based Figma toolkit. Created a campaign playbook to guide consistent execution across regions. Recognized as one of Nike’s most innovative marketing toolkits.
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My Role:
Led a team of three designers from concept through delivery, providing hands-on design direction and solving key design challenges. Maintained high design fidelity with oversight from Group Creative Directors, and collaborated closely with marketing, production, and motion teams.
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The "Local Holiday Moments", and "Nike-Initiated Promo Moments" contain common design elements that connect them to a consistent design family. The "Local Holiday Moments" have their unique geometric shapes, pattern and color palettes that symbolize and reflect moments from each cultural background.  The “Nike-Initiated Promo Moments" are designed leveraging a modular approach to ensure quick read and reaction.