^{[ DESCRIPTION ]}                     To create Nike’s US Football 365 NFL Campaign Language, we collaborated with Nike NA to push the “Never Done” language, highlighting the spirit and celebrating the journey of progress. Pairing elevated typographic lock-ups and expressive hero shots and immersive action photography, we developed a vertsatile language that could be expressed by each of the 32 teams.

Additionally, to expand the global DNA.WIP toolkit, we needed to include more visual manifestations of progress: hole punches, painted illustrations made with a bespoke, handwritten typeface, titled “Playbook.”

As an expansion of the DNA.WIP toolkit, the custom, handwritten typeface titled “Playbook” is a tertiary typeface paired with Palatino and Prototype which adds a lighthearted and playful element that ties the rest of the rest of the identity together. Final glyph set was designed based off a process of drawing using sharpie on paper, scanning it into the computer, vectorizing and tightening the letterforms up in Glyphs. “Playbook” comes with two variations of each letter as ligatures.