From the early days of the brand, across four years and three major redesigns, I helped shape the concept design and digital direction for Nike 6.0, the action-sports division of Nike focused on BMX, skate, surf, and snow. Each phase pushed what digital could do—always fast, adaptive, and grounded in experimentation. Each iteration became an opportunity for me to explore and introduce concepts of modularity, context-driven interaction, and adaptable brand expression in step with the brand’s evolution.
Art Direction | Interactive Design & Strategy | Motion | UX
Art Director, Nemo Design x Nike
nike6.com / 2006-07
For the first major site, I developed the concept of an interactive dial that served as a dynamic navigation device. As users tuned through positions on the dial, the homepage repopulated in real time with new content and imagery, creating a fast, fluid interface that mirrored the messaging and pace of the brand and the energy of its audience.
nike6.com / 2008
The 2008 redesign reimagined the site as a hybrid brand, product, and social platform. I designed and introduced the concept of a responsive site that adapted its layout and content to user intent and navigational context cues. The result was a dynamic system that evolved with the user and earned recognition from Communication Arts and others for its design, innovation and interactivity.
nike6.com / 2009
Before it was folded into Nike OS, a final independent 6.0 site kept the same user- and context-driven functionality while introducing a refreshed brand design and embedded microsites for ongoing product features. It represented the culmination of years of iteration, refining a modular system that balanced energy, precision, and personality to deliver 6.0 across every experience.
Collected 6.0 Interactive Banner Campaigns /2007–2009
nike 6.0 2010 Digital Media Campaign
When Nike launched the 2010 campaign, I translated the tactile collage of torn, layered, and stapled imagery into a cohesive digital system that worked seamlessly across formats and screen sizes. The same user-empowering interaction strategies I brought to the 6.0 sites carried into motion, media, and page takeovers. Designed to let users play with the brand rather than simply spectate. The result extended 6.0’s energy and attitude everywhere, even within the tighter footprint of digital marketing.
