FLAGSHIP & SNKRS ONBOARDING
Our task was to revamp Nike's Membership onboarding communications, with the key aim of cultivating a sense of community and educating new members about the complete range of benefits while facilitating their first purchase.
Our strategy involved leveraging an array of fun and playful user-generated content complemented by practical UI and polished product photography, to generate a seamless and compelling Membership experience. To narrate the story, we relied on visual cues rather than text to enhance geographic adoption. We chose photographs that captured high-energy expressions, group shots, and diverse individuals to evoke a sense of community and belonging, with the aim of fostering an emotional connection between the viewer and the content – “I see myself in these pics, I belong here.”
Creative Strategy
Design & Animation
Toolkit
Messaging
To introduce the full range of Nike Apps and Member Benefits, we aimed to generate a sense of FOMO by showcasing the benefits in action. To achieve this, we incorporated motion to depict user interactions, supplemented by still imagery when appropriate. This approach helped to create a dynamic and immersive experience that emphasized the benefits of Membership, sparking a sense of excitement and urgency.
The Team
Studio The Program
Senior Art Director Ari Vance-Borland
Designer Sari Field
Messaging Kendall Lottis