We partnered with Nike By You, their exclusive customisation service designed to empower members to personalise their products in a unique and meaningful way. Our brief was to create a collection of 14 customisation patches, all inspired by our home city of London. Four of these designs were to reflect the distinctive character of West London, while another four were specifically inspired by Niketown London, Nike's global flagship store.

Our idea was inspired by the fact that London means something different to everyone, yet there's a shared visual thread connecting life in the city. We aimed to capture everyday London, focusing on the unsung heroes that Londoners encounter daily, all seen through a playful Nike lens. This approach extended to store-specific elements, highlighting the subtle details of the store and location that only regular visitors would recognise—those 'if you know, you know' moments.

The result was a playful collection celebrating the everyday staples that define London. Our city-inspired designs featured everything from the humble pigeon to the corner shop and the beloved chicken shop, all viewed through a unique Nike lens. For the store-specific designs, we focused on details like the infamous drains outside and the iconic store architecture. Meanwhile, our Nike-focused designs creatively incorporated iconic elements and silhouettes of their product range.

Creative Strategy, Illustration, Motion