Editorialising a mentality

Editorial Strategy
Content Strategy
Brand Tone and Voice
Copywriting
Art Direction
Illustrations

The Tension.
Nike Women had a gym bag full of remarkable services: shoes you could design yourself, a personal trainer in your pocket, playlists that adapted to your run. Its core consumer, a nineteen-year-old athlete, did not know they existed.

The Insight.
She did not need more features. She needed a voice that spoke to her honestly, about the vulnerabilities that come with getting better.

The Work.
For the launch of Nike Women's Better For It series, we named its editorial home, the Front Row, and built its tone through candid, relatable stories, imagery, illustration and writing. An editorial playbook, a strategic framework for service, a consumer tone of voice and an original newsletter concept followed, each telling service like it is: real, candid and playful. In short, Nike's got her back.

My Role.
I have worked with Nike for well over a decade, across three agencies, and the relationship followed me each time I moved. On this work, as the Managing Director, I led the client relationship, strategy and the team at Alldayeveryday.