When you’ve got to equip a country for an international sporting event, where do you begin?
Nike, sponsors of the Chinese team at the Doha Asian Games, 2006, needed a campaign for their retail initiative based on their ‘Nike Team China’ concept. An integral part of this exercise was the creation of a typeface, which would be used as a branding element on all promotional merchandise. The design was inspired by traditional Chinese elements like the national flag (colour palette and stars) as well as forms of the alphabet. These designs were then carried out across various media, including ‘temporary interior brand immersion spaces’ for the purpose of PR events and athlete appearances at the Games. The exercise, which proved hugely successful, was then replicated for the Beijing Olympic Games, 2008.