Nike Design & Branding BLACK PACK TYPOGRAPHY by Furia

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Argentina
Agency Furia
Art Director Pablo Cerezo, Benjamin Belsky
Copywriter Guillermo Tragant
Designer Marcelo Cardozo
Released December 2010

Credits & Description

Category: Advertising Typography
Advertiser: NIKE
Product/Service: BLACK PACK
Agency: FURIA
Date of First Appearance: Dec 27 2010
Entrant Company: FURIA, capital federal , ARGENTINA
Chief Creative Director: Guillermo Tragant (Furia)
Copywriter: Guillermo Tragant (Furia)
Account Manager: Luis Brusco (Furia)
Art Director: Pablo Cerezo (Furia)
Designer: Marcelo Cardozo (Furia)
Production Excecitive: Martin Salas (Furia)
Art Director: Benjamin Belsky (Furia)
Typography: Hiro Kurata (Furia)
Media placement: BOOK LAUNCH - LAUNCH EVENT - DECEMBER 27TH - 2010
Media placement: OOH - ARGENTINA - JANUARY 2011
Media placement: PRINT - G7 - JANUARY 2011
Media placement: PRINT - ROLLING STONE - APRIL 2011
Media placement: ONLINE - 90+10 - JANUARY 2011

Describe the brief from the client
Develop a unique piece of work, with superior artistic values so as to impact the influencers.

Describe the challenges and key objectives
We had to look for an artistic way to express the athletes secrets and portrayed them in a book.
We wanted it to look dark, rich, bold and a bit twisted and typography was the key element to face this challenge.

Describe how you arrived at the final design
Through in-depth interviews to the notorious athletes gathered to this assignment, we got their own quotes to tell the story of their "secret".
Then, we had to find an artistic way to express and portrayed them, in a book.
We wanted it to look dark, rich, bold and a bit twisted and typography was a key element to face this challenge.
Different customized typographies were designed to express the identity and enhance the values of each character.
Pen, pencils, markers, china ink… with brush, with finger, reverse writing and classic fonts.
Each technique was used to support a particular story.

Give some indication of how successful the outcome was in the market
This resulted in a unique artistic book, with 6 kinds of limited editions, each one with a ‘secret’ chapter that could be get through an iPad/iPhone app.
Brand edgy style attributes were built, positioning Nike a step forward.
High demand of the “ghost” book.
Great press amplification.
Concept was also executed in OOH, print and merchandising.