Doin Damage
Bigger than an idea, it's a state of being and an attitude
Packaging
Brand Identity
Animation
Collateral
Graphic Design
Posters
In 2024, we were asked to turn the ethos and energy we had established with Nike Diamond into an evergreen expression symbolizing the truth: today’s diamond athletes don’t play with pressure, they bring it. Nike needed a Platform Idea and Visual Center to inspire and empower retailers, Grassroots teams, and MLB League and teams alike.
Damage is for the athletes setting trends, breaking records, and doing a little flexing along the way. When others are trying to survive and make contact, they’re DOIN DAMAGE.
OWNIN A MINDSET.
OWNIN A LIFESTYLE.
PLAYIN FREE.
PLAYIN HARD.
BREAKIN WINDOWS.
BREAKING RECORDS.
CREATIN NEW. CREATIN BOLD.
FLIPPIN HOW WE PLAY.
FLIPPIN HOW WE THINK.
SWITCHIN RULES.
SWITCHIN MOLDS.
GROWIN ME.
GROWIN OTHERS.
TAKIN OVER THE GAME.
TAKIN OVER MY WORLD.
DOIN DAMAGE.
The Visual Center reflects the many faces of the game and refracts all facets of their game.
Results
It looks Imperfect, Rebellious, Kinetic
It feels Vulnerable, Fearless, Spontaneous
A wordmark cut for brilliance and balance to their raw fire. The new Nike Diamond logo is a bold signature in tandem with the swoosh, using an iconic diamond framing device to communicate “Doin Damage” in dynamic, flexible, and extendable formats. Bold and playful combinations of typography and geometry create instantly recognizable marks inspired by the different facets of the diamond.
A black-and-white primary color system allows imagery, lockups, and graphic elements to fill the system with the energy, color, and boldness of Doin Damage while the secondary system brings vibrancy, like a light shining on the different facets of our diamond.
Honest expressions
create new realities
Photography captures the relentless spirit of excellence and unapologetic style that defines those who excel in life, sports, and self-expression.
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Our apparel and footwear is always featured as an artifact for Doin Damage, existing in context and showing how it enables damage.
To punctuate bold displays, the font, Farmacia_Alt.otf contains the diamond period glyph. Intentional motion is decisive and snappy, no hesitation. Short holds, fast speeds and rhythm.
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“Biggest win of the year, it sets us up with a strategy, a narrative and a visual center so we don’t have to reinvent next year. We can give it off to our partners, employing our partners like MLB and RBI to do the work and creation for us.”
- Erik Wade, SR. Brand Director Field Sports
