The ask:
Develop a “Playbook” and “Toolkit” to support on-brand campaigns for Nike’s APLA regions (Asia, Pacific, and Latin America).
The Challenge:
Build a design system that reflects local seasonal moments with storytelling while maintaining consistency across multiple platforms.
The Result:
Delivered a comprehensive playbook and a scalable, easy-to-use Figma toolkit for APLA regions, recognized as one of Nike’s most innovative marketing resources.
My Role:
Led a team of three designers from concept to delivery, providing hands-on design direction and solving key challenges under the guidance of Group Creative Directors. Partnered closely with marketing, production, and motion designers.
Nike runs seasonal sales campaigns that reflect each region’s culture. By identifying the cultural moments through unique shapes and patterns, we built storytelling into the design. And diverse color palettes added flexibility while keeping the system cohesive.
We explored several on-brand design directions, but this approach was chosen for its simplicity and adaptability. The system was designed to be easily translated into a manageable toolkit format and adaptable across multiple platforms. The result was a user-friendly, Figma component–based toolkit, ready to publish, that fits Nike’s workflow and significantly reduces production effort.
We supported additional campaigns, detached from cultural moments that deliver a fresh look and feel while maintaining a consistent layout structure as an extension of the toolkit.
The toolkit offers variations that support Nike’s entire marketing ecosystem. From in-store to out-of-home, and across horizontal or vertical formats, everything is covered—with multiple color palettes designed to best complement photography assets.
Even though we delivered an extensive toolkit, we wanted to ensure Nike’s premium quality would be preserved after it leaves our hands. That’s why we developed the playbook—to provide clear on-brand guidance while still allowing room for exciting evolution.
