SWDC 24

What: Creating a Verbal and Visual Identity for Serena Williams Collection 2024 at UNINTERUPTED and Nike.

The project:

Visual ID, verbal ID, and a full 360 campaign (social, OOH, website, app, and seeding), that drove engagement and product demand in three phases; pre-heat, launch, and sustain.

The Verbal ID for “What Limit? taps into individuality and inspiration to propel you past your previous limits. Using a confident, empowering voice that questions what’s seen as possible, while using LA-influenced narratives that challenge the world to explore the endless potential of their style.

The tagline “What Limit?” I crafted for the SWDC campaign was inspired by the ever-changing city of LA, while paying homage to Serena’s unique style as a tennis player. With the campaign primarily targeted at Gen Z, the tagline serves as a question rather than a definite statement — opening up for conversation and engagement — while informing the verbal identity and visual identity of the campaign.

Using our "What Limit?" concept as a foundation, we expanded upon what this means to Gen Z, the Nike Community, and us as humans, pushing an already elevated idea to the next level.

My role: Lead Copywriter.

The Team: Thank you to Daniel Amoakoh (Nike), Kavita Kumari Paige (Nike), Mike Foyabi (UN), Lien Nguyen (UN), Mina Shoaib (UN), Sarah Hallal (Nike), Bella Gonzales (UN), Benison Choi (UN), Elliot O’Bryan (Nike), Vanessa Fragosso (UN), Casey Cho (UN), and many more.