Nike Football Wall Reset

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Our brief was to reset the existing Nike Football Wall by creating a concept that visually stood out and won the Sports Direct football department. The concept needed to work across both Flagship and Elevated stores, providing an informed and engaging consumer experience whilst still providing the necessary merchandising principles and educational tools.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_2.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_2" style="height: auto; max-width: 100%; width: 2560px;">The concept was based around three key objectives:
Invite the Full Family – Creating messaging, experiences, and displays that resonate with and feel inviting to all. Educate and Inspire – Inspiring consumers and empowering them to learn more about the different boots, silos, innovation, and end uses that will best suit their needs and goals. Comparison – Helping to facilitate and validate decision making, both physically and digitally.
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Unique patterns were developed to represent each silo, connected to their end use. These were developed in 3D form, giving dimension to the wall. Digital ticker tapes and product hero boxes were created to sign post and educate consumers on each silo, alongside lenticular graphics to showcase key Nike athletes.
The new Flagship concept recently launched in Sports Direct Oxford Street Flagship store. The elevated concept will be rolled out across all new Sports Direct stores.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_1.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_1" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_4.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_4" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_3.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_3" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_6.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_6" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_5.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_5" style="height: auto; max-width: 100%; width: 2560px;">
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Our brief was to reset the existing Nike Football Wall by creating a concept that visually stood out and won the Sports Direct football department. The concept needed to work across both Flagship and Elevated stores, providing an informed and engaging consumer experience whilst still providing the necessary merchandising principles and educational tools.

Creativity x AI from Lightricks & Figma

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102827-56f625c3.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-102827-56f625c3" style="height: auto; max-width: 100%; width: 3840px;"> The talk was presented by Kass Yassin &amp; Mattan Arbel from Lightricks, a company with multiple AI products under their belt, with FaceTune being the most popular from their line-up. The talk left us with some interesting thoughts &amp; insights:&nbsp;
1. The digital industry is notorious for moving quickly with new technology being released every other day and it can be difficult to keep up. AI can easily feel like another burden on the shoulder to learn, however it may be worth putting some time aside to tinker with it if you haven’t already. Many members of the creative industry have stated that they have seen an increase in productivity particularly in early stages of projects after using/adopting AI tooling at the workplace. It’s worth noting that if you are looking to adopt AI at your workplace, it is important you seek permission from your employer particularly if you work with sensitive data/projects.&nbsp; &nbsp; 2. The way forward for creative AI tooling is about giving the users more control. Currently tools like ChatGPT, Midjourney and others can feel like a bit of a pandora’s box where you enter a prompt and hope for the best with arguably little control. The tooling that will be more successful in the creative industry will be tooling whether the user has more finite control, think being able to draw a box within an image and prompt just for that area or extending beyond just a text field to prompt but to more human like inputs such as “magic brushes”.&nbsp; &nbsp; 3. Matan presented an interesting story where he was trying to get a particular idea executed by AI however, he was struggling to get the DALL-E image generation model to do what he wanted. English is not his first language and as a result he was struggling to write an effective prompt. His solution was starting a separate ChatGPT thread and listing out all the points of his idea and asking how to create the DALL-E prompt for it, “learning to prompt, by prompting” as Luis from Figma put it. This can seem counter-intuitive at first however Matan reported that the new prompt that ChatGPT returned was able to produce exactly what he wanted and noted that ChatGPT listed out a few helpful tips on prompting that helped boost his confidence for the future. &nbsp; &nbsp; 4. Currently, a well-structured and effective prompt is key in getting the most out of today’s AI tools on hand. For creatives, the Lightricks team mentioned they had the most success when following the idea of the individual playing the role of a Creative Director and AI as the creative. It’s worth noting that there are multiple companies hiring for “AI Prompt researchers/engineer” to get the most out of commercial AI products. It’s serious stuff!&nbsp; &nbsp; 5. Some final food for thought trailing on from all the discussion regarding prompting, will knowing how to prompt/interact with AI become a valuable life skill? After the talk, we were having a discussion within the audience. One of the participants was a father of two young children and he raised the question of “Should I be teaching my children how to prompt, will it become an important skill they will need for the day-to-day in the future?”. It’s likely too early to say. We’re still exploring what AI can do and it’s unclear whether the technology will become cemented into our everyday lives. Additionally, it can be argued that should the latter play out, AI will have reached a point where one shouldn’t need to know how to prompt but rather it should feel effortless and natural.&nbsp;&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102709-0defc5af.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-102709-0defc5af" style="height: auto; max-width: 100%; width: 3840px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104002-a1336723.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-104002-a1336723" style="height: auto; max-width: 100%; width: 3840px;"> Once again, thank you to Kass, Matan and the rest of the Lightricks team for the great talk as well as Luis and the rest of the Figma team for organising these industry meets. We look forward to the next.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104230-ea786ceb.jpg" width="3024" height="1701" loading="lazy" alt="image-20240306-104230-ea786ceb" style="height: auto; max-width: 100%; width: 3024px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-094021-ce606f4b.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-094021-ce606f4b" style="height: auto; max-width: 100%; width: 3840px;">
[These were soooo good!]&nbsp;

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;

George at Asda Denim Refresh

There has been a shift in shopper mindset with the purchase of jeans, this is due to a mix of trend preference, cost-of-living and sustainability awareness as shoppers look to make their existing jeans last longer and are growing spend in trousers. Over the past 5 years there has been a frequency decline, with the average shopper buying jeans twice a year and less than 25% of clothing shoppers buying women’s jeans in the past year. In a declining market and category, George needs to stand out to get shoppers to buy into and love their jeans. Our brief was to improve quality perception of George denim growing market share and shopper loyalty. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim 1" style="height: auto; max-width: 100%; width: 7111px;"> Working with the George&nbsp;team, we undertook a category refresh for the Denim department across in-store and online. Communication was at the heart of the refresh, with fit, rise and price information being key. With that in mind we created a Denim identity and creative toolkit that could be utilised across all channels to create a seamless and consistent customer journey across all customer touch points to ensure a consistent and strong presentation. Taking the creative toolkit, we applied the refreshed department identity to in-store, on-product tickets and online. The new look department launched in-store and online this month. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim2%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim2 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim3%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim3 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim5%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim5 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim6%201%20(1).jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim6 1 (1)" style="height: auto; max-width: 100%; width: 7111px;"> 
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There has been a shift in shopper mindset with the purchase of jeans, this is due to a mix of trend preference, cost-of-living and sustainability awareness as shoppers look to make their existing jeans last longer and are growing spend in trousers. Over the past 5 years there has been a frequency decline, with the average shopper buying jeans twice a year and less than 25% of clothing shoppers buying women’s jeans in the past year. In a declining market and category, George needs to stand out to get shoppers to buy into and love their jeans. Our brief was to improve quality perception of George denim growing market share and shopper loyalty. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim 1" style="height: auto; max-width: 100%; width: 7111px;"> Working with the George&nbsp;team, we undertook a category refresh for the Denim department across in-store and online. Communication was at the heart of the refresh, with fit, rise and price information being key. With that in mind we created a Denim identity and creative toolkit that could be utilised across all channels to create a seamless and consistent customer journey across all customer touch points to ensure a consistent and strong presentation. Taking the creative toolkit, we applied the refreshed department identity to in-store, on-product tickets and online. The new look department launched in-store and online this month. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim2%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim2 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim3%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim3 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim5%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim5 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim6%201%20(1).jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim6 1 (1)" style="height: auto; max-width: 100%; width: 7111px;">

Exploring Inspired Creative uses of Illustration

<h3>Creative illustration's true beauty goes beyond technique and talent, capturing intricate narratives, evoking emotions, and simplifying complex concepts into visually pleasing solutions, showcasing inspiring uses of illustration. Here are some examples that inspire us:</h3>
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<h3>Liberty Fragrance</h3>
Designed by Pentagram, this new beauty sub-brand for Liberty showcases five gender-neutral fragrances featuring wonderfully crafted archive-inspired prints. Challenged with developing a recognisable brand design that draws from the history of Liberty Pentagram opted for a custom oversized sleave which covers most of the bottle. This maximises the printable area available for each individual Liberty print and creates a unique identity for the high-end fragrances. For example, the fragrance ‘Tudor’ is inspired by the vast textured Merchant print tapestry that is suspended from the beams in Liberty’s flagship store. Using Liberty’s vast archive of prints as inspiration celebrates the brand’s heritage and creates a visual link to its history. The combination of a simplistic bottle and vibrant traditional illustrations creates an overall sense of understated luxury and perfectly defines the sophisticated Liberty brand. 
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Blog%20Images-01-1.jpg" width="2000" height="1250" loading="lazy" alt="Blog Images-01-1" style="height: auto; max-width: 100%; width: 2000px;">
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<h3>Vocation Brewery</h3>
‘Simplified and amplified’ is the work of Robot Food for Vocation Brewery. The work of Robot Food for Vocation Brewery has been described as ‘Simplified and amplified’. Moving away from their uniform black cans, this new design features bold, striking colours in a range of custom illustrations. The ‘V’ icon is now used to create a frame for the packaging illustrations, creating a strong unified approach but also allowing for enough flexibility for each individual beer to express its own personality. By creating an own-able illustration style, that showcases, each beer’s unique story incorporates previous pack elements and colours, they have managed to create an authentic and inclusive look and feel. The interaction of the 'V' icon and bold illustrations creates a confident and ambitious tone, giving the brand a striking, playful, and down-to-earth visual identity that stands out on the shelf. 
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<h3>Johnnie Walker</h3>
A series of Johnnie Walker Black Label bottles named the ‘Keep Walking City Collection’ is inspired by major worldwide cities whilst aiming to connect with a new generation of whisky enthusiasts. The insight that came from Creative agency Bulletproof is that Gen Z identify more with their home city than their country. Each bottle features a bespoke illustration designed by local street artists. For example, Alex Morawski celebrates the landmarks of Warsaw, Okuda San Miguel depicts culture and nature colliding on the streets of Madrid and Gongkan’s depiction of Bangkok celebrates the next generation. Each illustration tells a story of the city, both its heritage and its contemporary culture through the artist’s visual language. Although the illustrations are unique each design is unified by the printing method; Air-Ink printed directly onto pure white bottles. This ink, derived from captured pollution, carries a strong environmental message. The combination of a unique visual identity interwoven with a strong cultural message makes the overall design incredibly successful.
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<h3>Haagen-Dazs</h3>
Inspired by afternoon tea desserts, Haagen-Dazs launched two new flavours for Spring: ‘Blooming Blueberry Tart’ and ‘Orange &amp; Pomegranate’ featuring beautifully crafted illustrations by Eynon Jones. Despite the traditional connotations of afternoon tea, Jones brings a visually interesting twist by creating playful scenes with individually crafted elements. Paired with his use of bold, striking colours this creates high impact to vividly represent the flavours. Jones' simple yet effective flat lay illustration style adds a unique and elegant touch, transporting customers to the delightful occasion of afternoon tea through illustrations bursting with flavour and style.
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<h3>Forward Play!</h3>
On the back of England’s Lionesses historic Victory at the 2022 UEFA Women’s Euros, art director Eve Warren spearheaded an illustrative project to inspire the next generation of girls to take up football. Thirty-three extraordinary illustrators were tasked with creating a piece of artwork that brought to life a trailblazing figure in women’s football. The diverse range of illustration styles creates a striking ‘posterzine’ and online platform to spread the story. It is inspiring to see these design and illustration used to get people talking about worldwide challenges and raise money for charities that help to make a change. Not only is this project about football but creativity too. 
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<h3>Conclusion</h3>
Illustration plays a pivotal role in design, offering a multitude of benefits that enhance the overall aesthetic and communicative power of visual composition. The unique and customisable nature of illustration allows designers to infuse a project with creativity, personality and originality that can help to convey complex ideas in simplified and engaging ways that make information more accessible. Providing a versatile means of storytelling, to evoke emotions, convey narratives and establish a memorable brand.

<h3>Creative illustration's true beauty goes beyond technique and talent, capturing intricate narratives, evoking emotions, and simplifying complex concepts into visually pleasing solutions, showcasing inspiring uses of illustration. Here are some examples that inspire us:</h3>
&nbsp;

Nike local artist collaboration, Sports Direct Cardiff Flagship Store

We love working with Nike, they love to collaborate.

At the heart of our in-store communication for Nike, is the celebration of Cardiff’s unique identity. Our brief was to find the best artists in their respective cities to collaborate with and invite them to celebrate the city, sport, culture, diversity, and inclusion.
To ensure the storytelling was authentic, relatable, and tailored to the local audience, we worked with local artists Will Barras, Hannah Frances aka VOZIE, Hannah Davies, Phil Morgan and Ed Fairburn to provide Nike with a powerful platform to engage shoppers and artfully articulate various facets of the brand.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Will%20Barras.png" width="1920" height="1080" loading="lazy" alt="Will Barras" style="height: auto; max-width: 100%; width: 1920px;">Will&nbsp;Barras&nbsp;is an acclaimed British artist, illustrator. Will started his artistic career back in Bristol where he moved from his native town to study graphic design. Shortly afterward, he became interested in street art&nbsp;that eventually led to him becoming one of a fresh crop of young artists working within Bristol’s extremely diverse and widely renowned urban art scene.
Will beautifully merges the cities diverse landscape and those that use it to play, enjoy and compete within. The piece is an elegant, fantastical, vibrant blast of energy and visual storytelling, and it’s huge, it spans the high-level atrium bulkhead, A real showstopper.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Vozie.png" width="1920" height="1080" loading="lazy" alt="Vozie" style="height: auto; max-width: 100%; width: 1920px;">
Hannah&nbsp;Frances&nbsp;aka VOZIE &nbsp;was born in Cardiff has been painting for ten years, flicking between bold colourful murals and black and white. She also enjoys teaching young children within the arts and runs graffiti and art workshops in youth centres and schools in Wales.
Vozie's piece for Cardiff, is big, bold and confident. It celebrates local artist friends in the art &amp; music industry. These characters show up as dynamic graphic portraits interspersed with glimpses of the city.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Hannah%20Davies.png" width="1920" height="1080" loading="lazy" alt="Hannah Davies" style="height: auto; max-width: 100%; width: 1920px;">
Hannah Davies Award winning Illustrator living and working beside the sea side in Swansea. Combining illustration and pattern design, Hannah’s illustrations are compared to a sea of jewels, capturing Water, life and the environment in all its glory. She is fascinated by microscopic patterns and the extraordinary decorative detail that can be portrayed.
Hannah’s piece for Nike Womens, puts her entomological lens on Nike product, treating an array of Nike sneakers and equipment as living creatures, a beautiful play to bring texture, energy and life to the piece.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Phil%20Morgan.png" width="1920" height="1080" loading="lazy" alt="Phil Morgan" style="height: auto; max-width: 100%; width: 1920px;">
Phil Morgan’s &nbsp;background as both a musician and skateboarder&nbsp;prove to be the strongest inspirations of all, imbuing his art with an authenticity that is instantly recognisable to peers with similar passions.
Phil brings colour, energy and fun to the Nike kids area. Phil's trademark hand people wander between some of Nikes most emotive statements, you can’t help but smile when this art hits you, it connects at every age, and everyone will have a favourite character they’ll relate to.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Ed%20Fairburn.png" width="1920" height="1080" loading="lazy" alt="Ed Fairburn" style="height: auto; max-width: 100%; width: 1920px;">
Ed Fairburn is an English artist whose ability to combine the geography of our facial features with the geography of the earth leads to a startling and compelling synthesis of the two. Fairburn known for his evocative portraits, which produce complex human features from the apparently random patterns found in mundane topographical and astrological maps.
Ed was our first choice to create a piece to celebrate the original ‘Jumpman’ Michael Jordan.
Ed worked into a detailed geographical map of Chicago. Jordan wearing his iconic number 23 vest, positioned over the United Centre Stadium (home of the Chicago Bulls) where he played for a majority of his professional career. The piece occupies top and centre of the grand atrium, towering above the proceedings below, art reflecting life literally. A truly worthy homage to the legend.&nbsp; &nbsp;
Each artist has created a truly unique piece that really elevates each area in store captivating visitors with engaging and immersive narratives that reflect Nike’s values and resonate with their target audience.
A must see at the new Sports Direct Flagship Store in Cardiff!

We love working with Nike, they love to collaborate.

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Welcome to The One Off, the integrated design agency. Proudly independent, with offices in the UK and India, we create unforgettable brand experiences that captivate audiences and transform brands

Retail & Interiors

Retail design

Travel & Leisure

Workspaces

Brand activations

Brand

Brand identity & guidelines

Packaging

Wayfinding

Digital

Websites & apps

Interactive experiences

eCommerce

Campaign

Integrated advertising

Media

Retail communications

Social campaigns

Film & Photography

Animation & motion graphics

Film

Photography & art direction

Our insights team provides qualitative and quantitative research with target audiences and competitors.self.__wrap_n!=1&&self.__wrap_b(":R1ir96:",1)

Let's Work Together

London, UK

Derbyshire, UK

Mumbai, India

Thanks, we'll be in touch

Inspiring Customers

Our insights team provides qualitative and quantitative research with target audiences and competitors.