May 3, 2024 - Nike Diamond, facing a cultural shift in baseball, sought to inject new energy into the legendary sport by engaging with youth and reshaping its cultural narrative. The aim was to attract and inspire a diverse, younger generation, infusing the game with a fresh attitude. We designed an extensive brand system centered around "Doin' damage," symbolizing the impact of youth in revitalizing the iconic sport.I had the lead design role which included creative concept, lockups, developing the design system, creating expressive typography and directing the motion design. Scope: Visual Identity, Brand Campaign, Motion Direction
