Nike Free is a minimalist running shoe that was first developed in 2005 to replicate the experience of running barefoot. 2019 represented a brand reset for Nike Free with the focus shifting towards elevating both the science and natural benefits of the footwear.

Collaborating with the global team out of Portland, M35 redesigned the entire visual identity system for Nike Free including logo lockups, grid systems, a bespoke typeface, art direction, colour palettes, and materials. The design system resulted in a set of modular brand assets that enable flexible local implementation by all of Nike’s territories around the world.