_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

01/09

Target Audience BackgroundExperienced male & female snowboarders. Passiontate people who live an active life-style and are willing to part with their cash for quality goods.

Nike Snowboarding grew out of a simple idea: unite the best of Nike with the best of snowboarding. At the foundation of this is a love of snowboarding, not just for its raw athleticism, but also for its soulfulness.

Tone of VoiceInnovative, Technical, Professional.

DiNIK B

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

THE PROBLEM

THE SOLUTION

Nike want to innovate the world of snowboarding and release their own boards.

Creating a new version of NikeID but for custom built snowboards. The first of its kind.

The Product The ContextMuch like the existing NikeID, the product will be an online interactive hub where users can visit, design and purchase their own custom built board. Using Nike’s rich history of technological innovation as the main selling point.

The context for this will primarily be nikesnowboarding.com, therefore this is very much a digital based brief.

The DeliverablesThe deliverables will be an interactive hub, an Iphone application and a digital based promotional campaign.

02/09

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

03/09

The LogoTaking advantage of the existing visual identity of Nike iD the logo is an alteration of the original, changing the colour to that of the brand guidelines of Nike Snowboarding. Then changing the name to, Nike iDB. The ‘B’ standing for boards.

The HubThis being the homepage of the interactive hub. The design of which I made to fit in with the existing design of nikesnowboarding.com

DiNIK B

The Design01 Existing Nike iD logo02 Existing Nike iD Hub03 Logo design for Nike iDB04 Hub design for Nike iDB

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

04/09

IDBIn the menu bar, remains highlighted in the teal, (brand colour) throughout the process of designing the board.

Next This allows the user to skip through each stage without having to select an option, or make decisions on the latter stages first.

Information As the target audience is primarily experienced snowboarders there are certain terms and board options that some boarders may not initially understand or have heard of. With this in mind each option has an info bar which can be selected popping up a brief description of the choice at hand.

ExpandEach option has a drop down explanation of the choice, activated upon clicking on the ‘+’ or the op-tion title, in this case, ‘Directional’. When selected the text appears and the ‘+’ rotates and remains

highlighted.

TitleSimply stating the stage of design, The Shape, in this instance, being the point in which the user will choose what shape / style of board they want. Each stage of design has a title and a inspirational toned sub-header.

SelectThis is the selection button for all and any of the options at hand. Clicking on any of these arrows will store the option selected and move on to the next stage of design.

Process BarThis process bar shows what stage the user is currently at, they can also be used as buttons to take the user to each specific stage of design. Again giving the ability to choose the aspects of the board design in what ever order the user requires, plus being able to go back and change any decisions easily

BreakdownExplaining how the interactive hub works, what buttons do what and how the user can navigate around the design process.

The DesignI’ve made the design of the hub fit in with the visual identity of Nike Snowboarding and the existing website. There was no need to change something that was already working well. The challenge came with making something that didn’t exist and portrayed my concept appropriatley whislt keeping to a strict style.

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

05/09

The ProcessThe process is a set of 11 stages, each giv-ing an aspect of the board to design, from the length, the width, the camber and the colour.

11 Stages01 The Model02 The Shape03 The Camber04 The Length05 The Width06 The Core07 The Base08 The Laminates09 The Sidecut

10 The Stringers11 The Colour

12 The Stats

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

06/09

The IPhone ApplicationExpanding the range with the release of the Nike IDB app. Taking the original online design hub to a new format, enabling the users to design their own custom boards, save creations in their library and visit the Nike Snowboarding site, all from their IPhone.

11 Stages01 Opening Page02 Main Menu (Home)03 About04 The Board Model05 The Sidecut

06 The sidecut Info07 The Colour08 The Stats09 The Stats 2

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

07/09

The PromotionAs the main product is digitally based I decided to keep the promo campaign online. So the main products of promotion are GIF web banners, the contents of which are shown here. Keeping in line with the clean style yet incorporating a traditional Nike feel.

The BannersThe banners are GIF’s of 4 images, promoting the release of Nike IDB and the design hub. With a fairly mysterious yet slick and professional tone of voice relying on the notoriety of the Nike brand to sell it.

Banner Dimensions01 728 x 93 px02 158 x 594 px03 296 x 248 px

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

08/09

Mpora.comThe suitably titled, original home of action sports. A perfect context for the web banners, it also has the availability of advertising on the entire space of the page, something I have designed above.

DocumentSnowboard.co.ukOne of the biggest snowboard mags on sale in the UK. Another board related and appropriate means of context.

The PromotionAs the main product is digitally based I decided to keep the promo campaign online. So the main products of promotion are GIF web banners, the contents of which are shown here. Keeping in line with the clean style yet incorporating a traditional Nike feel.

The ContextSnowboarding is essentially a niche market within the world wide web so the context for these GIF’s need to be specific to appropriate sites about snowsports or even action sports in general.

Website context for GIFs01 mpora.com02 snowboard-asylum.com03 forsnowboarding.com04 whitelines.com05 documentsnowboard.co.uk

06 snowboardclub.co.uk07 the-house.com08 snowboarding.transworld.net09 snozoneuk.com10 valdisere.com

_ Mitch Gibbons_ OUGD303_ FMP

Brief One: Nike IDB

RationaleType based branding & promotion forsub-cultures, focussing on identity within music, fashion & sport culture.

The BriefCome up with a means for Nike Snowboarding to innovate the world and culture of snowboarding.

09/09

The PromotionSecond piece of promotion, keeping it closer to home this time round, being placed on the Nike Snowboarding homepage. This is often used to advertise the release of new products and gives links directly to the associated page.