Brand

Brand Project Brief

The GPS project team first needs to agree on the basic project information. GPS Design then creates the Brand Project Brief to define the project, including:

1. Building or space name
2. Project timeframe
3. Location
4. Size (square feet or meters)
5. Brand budget
6. Lifespan (long-term or short-term investment)
7. Function of the space and the role of the team within Nike
8. Limitations or restrictions defined by lease or landlord
9. Artist, agency or outside partner that we're committed to use (due to past work or contractual obligations)
10. Key stakeholders that will collaborate and/or sign off on decisions, including within GPS, partners, and the local team client; prioritize business needs over personal aesthetic of a client

Brand Narrative 

This tells the project's story, connecting it to the broader Nike business, team function, and location. This collaborative effort, led by GPS Design, serves as a stakeholder sell-in tool and aligns project work. The narrative should be concise, impactful, and genuine, evoking an emotional response while conveying easy-to-understand information.

To craft a compelling narrative, identify:

1. Geographical or historical connections between the project and Nike brand
2. What makes the location special and desirable
3. Local sport connections, both past and present, including street-level and professional sports

After the project has been defined, GPS Design should determine if the scope warrants working with a creative partner or other brand-specific consultants, such as wayfinding. If so, GPS Design is in charge of selecting, hiring, and onboarding the consultants. Partner with Nike Procurement as needed. It's often beneficial to work with preferred vendors that we have an established partnership with, because they understand Nike's workplace environment and brand language.

This stage gathers brand stories and themes that align with the approved Brand Narrative and maps how they will fit into the project. The story development is typically the creative partner's scope (if applicable). Obtain approval from stakeholders to ensure the project is heading in the right direction before moving to the ideation stage.

See the Story Development page for a detailed explanation.

GPS Design and our creative partner (if applicable) collaborate to develop specific design solutions that bring the Story Development to life. This stage involves multiple rounds of exploration and stakeholder checkpoints as the design solutions get more developed. Work with the full project team to ensure creative alignment and clarity on roles and expectations.

The ideation process typically involves:

1. Initial sketches that convey intent and allow for collaborative feedback
2. Simple renderings that include dimensions and architecture
3. High-fidelity renderings that showcase fully-realized experiential moments
4. Identify and collaborate on areas where architecture, furniture, etc. will reinforce the brand story

GPS Design works closely with our creative partners, production and installation vendors to bring the brand designs to life. Our creative partners develop production files and guides for production vendor bidding. The Brand team reviews and approves production drawings and proofs prior to fabrication and installation. Partner with Nike Procurement to select an installation vendor; prioritize vendors with high sustainability standards.

This phase includes detailed project management:

1. Work closely with production vendors to ensure that artwork is produced to Nike's high quality standards
2. Develop and maintaining schedules
3. Manage logistics and provide on-site oversight

The GPS project team should allow time for Project Closeout at the conclusion of all projects, including:

1. Document any follow-up requests or quality control issues
2. Photograph the complete project for GPS records; consult Standards team for a photography list
3. Discuss areas of opportunities for improvement with the internal design team and external partners
4. Submit invoices for payment and close contracts
5. Archive brand design and production files
6. Archive architectural plans and furniture specifications
7. Archive all warranty information
8. Complete punchlist to ensure scope is met