Nike + Hyphenated
Year: 2024
Doin Damage represents the attitude of baseball, on and off the diamond. Created for Nike Diamond, it became an evergreen expression for a new generation of players: bold, energetic, and unapologetic.
In 2024, I collaborated with Hyphenated to develop a new visual language for Nike Diamond. The goal was to create a flexible brand system that could support retailers, teams, and the wider MLB community while bringing more personality and culture back to the field.
As a freelance Design Director, I helped bring the identity to life and led its expansion across typography, photography, colors and custom brand elements inspired by Nike baseball jerseys. At the center of the system is Farmacia by Nguyen Gobber a bold, condensed typeface influenced by old stadium signage, street posters, and classic Nike typography.
My role: Design Direction
Team:
Creative Direction: William Esparza, Julian Vargas, Jose Jorge Netto
Design: Virgilio Santos, David Rinman
Production: Andrea Adelman, Myliyah Hannah,
Photography: Corey Waters, Ketzally Alcala, and Mina Goldberg
Motion: Thru Studio
