Without a single word on the display, the entire presentation is meant to be a direct and visceral experience that conveys the brand message instantaneously.
For this spec piece for a marketing event in Orlando, I was responsible for creating a spec lightbox floor standing display that featured Nike branded college football uniform apparel. I was accountable for conceiving and executing the entire creative direction of the project. Project aspects included the structural design, SEG (silicone edged graphics) fabric visuals from pre-existing Nike media kit assets and overseeing the production and assembly process.
The design had to adhere to both Nike's brand guidelines and keep within the look-and-feel of the University of Oregon's football uniform identity system.
The SEG main image features an imposingly faceless Oregon Ducks football player who creates the college's logo on playing gloves when his hands are joined together. The player's number, 13, is representational of the uniform's release year. When the lightbox is lit, the yellow in SEG fabric is a truly an electric "goal post" yellow while the yellow striping accent of the lightbox is a perfect match to the athletic look-and-feel of the overall presentation. This "goal post" yellow is based off PMS108 — the University of Oregon's Pantone yellow — but substantially heighten to accommodate for the backlighting aspect.
Display front SEG design and display back SEG design.
The yellow lightbox display legs are intended to vaguely echo the football goal post design. Generously thick 1/4" aluminum end caps aid in the visual "thread spool" transitions from large / small / large profile legs, mimicking the muscularity of football athletes.
The floor base itself was uniquely designed and fabricated. Utilizing two sheets of steel for the entire floor base, the top sheet is 3/16" steel (6 gauge) that is powder coated black and features a cutout of the Nike logo. The second sheet is 1/16" steel (13 gauge) and was powder coated "goal post" yellow RAL1016. The bottom floor base was about 1/4" larger than the top plate which not only created an exciting outer lip design, but provided a brilliant yellow logo fill tying the color scheme together perfectly. The two floor base plates are screwed together with DIN7991 M10x25 and DIN7991 M8x20 screws that connect to the display legs.
The “thread spool” transition leg hardware prior to being powder coated.
The “thread spool” transition leg hardware being powder coated RAL1016.
All wiring is pre-installed and is instead the aluminum frame and display legs.
The display frame contains the latest state-of-the-art LED strips. Two acrylic diffusers are utilized to aid with light disbursement.
Preliminary sketches of the “thread spool” transition leg.
Preliminary sketches of the display design.
Project Details:
PROJECT: Nike Lightbox Floor Standing Display
CLIENT: Nike (Spec Project)
ROLE: Art Director, Structural Display Designer, SEG Fabric Graphic Designer
PROJECT: Nike Lightbox Floor Standing Display
CLIENT: Nike (Spec Project)
ROLE: Art Director, Structural Display Designer, SEG Fabric Graphic Designer
Display Structure Size: 68.75" height x 36.375" width x 22.125" depth
Fabric Lightbox Frame Size: 54" height x 36" width x 4.25" depth
Fabric Lightbox Frame Size: 54" height x 36" width x 4.25" depth
SEG Open Size: 53.875" height x 35.875" width
Fabric Type: "Olyte" from Olympus Group
Output: Direct Print Backlit SEG Fabric
Fabric Type: "Olyte" from Olympus Group
Output: Direct Print Backlit SEG Fabric
Ink: Modified PMS108 for illuminated SEG fabric, CMYK black build
Powder Coat: RAL 1016 "Goal Post" Yellow, RAL Black Tex
Powder Coat: RAL 1016 "Goal Post" Yellow, RAL Black Tex
Primary Responsibilities:
- Created the initial conception, overall art direction and design for entire project
- Project art director
- Creative direction for the structural design
- Graphic designer for the SEG fabric
- Directed industrial designer with overall aesthetics and design proportions
- Created the initial conception, overall art direction and design for entire project
- Project art director
- Creative direction for the structural design
- Graphic designer for the SEG fabric
- Directed industrial designer with overall aesthetics and design proportions
Secondary Responsibilities:
- Oversaw production and assembly of prototype lightbox display
- Oversaw production and assembly of prototype lightbox display
For a recent marketing event in Orlando, I was responsible for creating a spec lightbox floor standing display that featured Nike branded college football uniform apparel. I was accountable for conceiving and executing the entire creative direction of the project. Project aspects included the structural design, SEG (silicone edged graphics) fabric visuals from pre-existing Nike media kit assets and overseeing the production and assembly process.
Working with Alexandra Hart, Industrial Designer, I provided her conceptual sketches and various design notes for overall aesthetics and design proportions. She took these sketches and design notes and engineered the lightbox that included project manufacturability, all LED wiring requirements and overall display stability.
Without a single word on display, the entire presentation is meant to be a direct and visceral experience that conveys the brand message instantaneously. The design had to adhere to both Nike's brand guidelines and keep within the look-and-feel of the University of Oregon's football uniform identity system.
The yellow lightbox display legs are intended to echo the football goal post design vaguely. Generously thick 1/4" aluminum end caps aid in the visual "thread spool" transitions from large/small/large profile legs, mimicking the muscularity of football athletes. Gusset plates are utilized for extra stability for the lightbox.
The floor base itself was uniquely designed and fabricated. Utilizing two sheets of steel for the entire floor base, the top sheet is 3/16" steel (6 gauge) that is powder coated black and features a cutout of the Nike logo. The second sheet is 1/16" steel (13 gauge) and was powder coated "goal post" yellow RAL1016. The bottom floor base was about 1/4" larger than the top plate which not only created an exciting outer lip design but provided a brilliant yellow logo fill tying the color scheme together perfectly. The two-floor base plates are screwed together with DIN7991 M10x25 and DIN7991 M8x20 screws that connect to the display legs.
The mix of aluminum, steel, and fabric keeps the structure lightweight yet extremely rigid. The lightbox floor standing display can be set up or broken down quickly within an éphémère setting needing only a few hex keys and one 120v outlet.
The SEG main image features an imposingly faceless Oregon Ducks football player who creates the college's logo on playing gloves when his hands are joined together. The player's number, 13, is representational of the uniform's release year. When the lightbox is lit, the yellow in SEG fabric is a truly an electric "goal post" yellow while the yellow striping accent of the lightbox is a perfect match to the athletic look-and-feel of the overall presentation. This "goal post" yellow is based off PMS108 — the University of Oregon's Pantone yellow — but substantially heighten to accommodate for the backlighting aspect.
The backside SEG image, a centered Nike logo, is printed in the same "goal post" yellow and is reversed against black. And with the beauty of SEG fabric, this graphic could quickly be altered to include a team schedule, university information or other communication appropriate for a college stadium or Nike éphémère branding event.
Designed within the display frame contains high-output LED strip lighting to achieve a powerful and even distribution of light. Acrylic diffusers are utilized to aid even light disbursement. All wiring is concealed within the aluminum frame and electrical wiring runs through the bottom of the floor base. The Oregon Ducks are closely tied to Nike, as both Nike founders Phil Knight Bill Bowerman are alumni of Oregon. So it's no surprise that the Ducks receive many large donations from Nike. As a result, the team never wears the same uniform design twice in a season. The color scheme for the lightbox and SEG fabric is based on the University's annual "Spring Football Game", wearing uniforms that honor the men and women who serve our country.
