Role
Creative Director/
Design Consultant
Agency
COMBO
* Competitive research
* Product positioning
* Territory exploration
* Identity system
* Typography
* Graphic language
* Packaging system
* Product graphics
* Golf ball graphics
* Color system
* Production direction
* Mechanicals
Nike Golf was developing the next generation of its PD golf ball lineup and needed a visual language that could reposition the product within an increasingly competitive category. The assignment extended beyond packaging. It required defining a complete visual system that could guide product development from concept through production.
Working alongside Creative Director Mark Aver, I led the creative development of multiple visual territories informed by competitive research and strategic exploration. From those directions, we built a complete design system that included the PD identity, typography, color palette, graphic language, golf ball graphics, packaging architecture, and production-ready applications. The work established a scalable system that could extend across the entire PD product family while providing clear direction for Nike’s internal production team.
The result was a cohesive packaging and identity system that elevated the PD line beyond a traditional equipment refresh. Rather than designing individual boxes, we created a flexible visual language that unified products across the range and established a foundation for future expansion, marketing, and production.