As Nike introduced its new “Leadership Defined” framework—outlining what great leadership looks like across the organization—they needed a visual identity and internal campaign that felt bold, authentic, and personal to every employee, from stores to global headquarters.
I led the creative team in developing the campaign identity and learning materials, inspired by a simple truth: leadership is personal. We invited employees to hand-draw their own depictions of the word “Leadership”, creating a collection of unique marks that became the foundation of the campaign visuals and learning experiences.
This approach resonated instantly with the L&D team and employees alike—turning abstract commitments into something human, expressive, and relatable. The result was an identity system that felt less like an HR mandate and more like a reflection of Nike’s diverse, rebellious spirit—empowering everyone to define leadership in their own way.