Sorry, what did you say your name was again?

Nike and Jordan wanted to roll out a new festival across its EMEA markets, specifically designed to promote local Black communities pushing the conversation in the fields of sport, fashion and wellness, but they needed a comms platform and visual guidelines to give their ambition a tangible identity. They also wanted to call it ‘The Black Future Festival’.

Maybe let’s dial that back

Working from a new strategic approach we sold in to the team, we successfully won Nike around to a name that reflected their role as offering a platform to Black communities - rather suggested they had a definitive vision for tomorrow - with the event instead going by ‘Future Forward’. In keeping with the festival’s ties to B-ball culture, we developed a visual identity inspired by the concept of evolution, movement and the Jordan heritage. The logo and core graphic device is formed from the basic shapes within a basketball court, creating space for containing different types of visual content from sport and community to lifestyle. The visual world was brought to life in experiential, outdoor and social comms globally.