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Greg Hoffman was named Vice President of Nike’s
Global Brand Design in 2006. He is responsible for
maintaining the strong focus on design that is a
cornerstone of the Nike brand. He also manages the
visual identity of the core brand, including seasonal
initiatives and consumer concepts. He started with
Nike
in 1992 as an intern and has held a variety of design
positions, including Brand Design Director for Football,
Brand Creative Director of the USA Region and Brand
Global Creative Director. He has played a significant
role in elevating Nike’s brand standards in
the marketplace through driving a singular brand
image.
Keynote: How does a brand stay
strong and consistent with a design team that is
close to 600 strong?
Nike uses its Design Maxims: a set of 10 principles
that guide Nike’s global design team and influence
all aspects of Nike’s design work. These principles
have helped make the Nike brand one of the strongest
in the world. Greg shows how these principles are
applied through the design process for a range of
Nike products and the evolution of the Nike brand
and how they are brought to life in the most topical
Nike design work as well as non-Nike examples.
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