Karnofski Creative - Nike Baseball Footwear Silo Identity

Nike Baseball came to us with the need to separate their footwear product into clearly defined categories so that they could instruct retail stores how to display their product.

We created three unique silos with clear distinction between their features and benefits using visual cues to attract customers to their chosen silo.

This footwear wall silo direction was used for several seasons and is featured in Dick’s Sporting Goods (DSG).

Company: HERENOW Creative Network
Role: Art Director
Creative Director: Jesse Luidhardt
Photo Retouch: Josh Manore
3D Render: Derek Salemme
Strategy / Art Direction / Graphic Design / Production

The forward angle is often associated with speed or quickness. Painters obscure objects or people at an angle to create a visual effect; based on the data shown, your eyes tell your mind that this object is moving forward. When diagramming an airplane taking flight, the use of thrust and velocity in combination with the wind create takeoff through an angled shape similar to what is drawn here.

Versatility is often associated with adaptability, ease of turning either forward or backward, changeability with purpose. In terms of versatility here, we felt that it was a combination of speed and force. The arrow shape relates directly to the ease of changing directions along with having clear connections to both Vapor and Force.

Taking visual cues from the force Superman creates before takeoff, as he harnesses his energy, this concentrated force often leaves a crater behind in his wake. In visualizing the shape of Superman’s takeoff, the “x” provides a point of impact for which the object is met with force similar to the concentrated energy of a bat hitting a ball.