Client: Women of Digital, an internal group within Nike
Role: Designer / Illustrator

The Challenge: The identity needed to be unmistakably associated with Nike without having the word “Nike” in it. At the same time, use of the iconic Nike Swoosh was governed by stringent brand standards.

The mark needed to stand out in a company known for highly visible branding and work equally well across signage, communications and merchandise.

The Idea: Use the Swoosh in a new and unexpected way—one that would immediately connect Women of Digital to Nike while giving the group an identity of its own.

The Process: I started by researching Nike’s brand guidelines so I understood the rules—and how much room I had to break them. I also studied how Nike’s skateboarding division was incorporating the Swoosh and whether it was pushing beyond standard usage. It was.

I designed a wordmark that made the Swoosh part of the letterform rather than treating it as a separate logo. I used Nike’s established typography and color palette to reinforce the connection to the parent brand, while the “O” became negative space that gave the Swoosh the required breathing room.

Because the design used the Swoosh in an unconventional way, the final mark went to Nike Brand Design for approval. They approved the exception and liked the innovation.

The Result: The mark became a defining part of the group’s identity and was used across everything from signage to member swag. Years later, the original logo remains in use without modification.

Deliverables: Wordmark • Design system