Project Overview
Entrenando Ganas is a Nike sub-brand that builds a community around fitness and rewards users for exercising. This is achieved through a points system collected via two apps: the Nike Running Club app (NTC) and the Nike Training Club app (NRC). These points can be redeemed for discounts at Nike stores.
Goal
To create a strong brand identity that fosters community and motivates people to exercise, all while staying true to Nike's essence.
Problem
How do we make everyday people feel like athletes? How do we encourage them to adopt new habits for a healthier lifestyle while also collecting points in Nike's apps?
Solution
We started with the idea that we're all athletes already. We're constantly on the move, going from one place to another, and we have what it takes to take charge of our bodies and habits. Through communication, we show how small changes in our daily lives can lead to significant positive impacts on our health and body. We invite and motivate users to be part of this community and earn discounts on Nike products.
Concept
It's been proven that marking completed tasks significantly aids in the adoption of new habits. We based our graphic universe on this insight to express the dynamic of marking and overcoming obstacles.
Brand Development
When it comes to tracking progress, everyone has their own way of doing it. That's why we concluded that this project required a fluid brand. By showing versatility and bringing the brand closer to people, each person can track their progress in their own way. For "Entrenando Ganas," everyone marks their progress as they like, and this gets clearly express through its logo.
