For the first creative approach, the look and style is very modern, clean, with a lot of breathing space. The main concept is “location”. As the manual focuses on where things related and  important to Nike are happening in each city, the visual indicator that shows location on maps are used as a design element, and it also reminds you of exploring a city.  The first page shows the word “London” with location pins all over it and strange shapes, yet when you turn the page you realize it pinpoints to important locations on the map and the strange shapes are important areas in the city.  Going forward these pins and shapes are used as visual language.  I used the colors black, white and gold - the reason I used gold is because of the value that this information adds to the brand. I suggested that the hard copies are printed on a Moleskine like notebook (the ones that’s soft cover.

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This creative route has a simplistic white approach, with one unique color added per city. Each city logo consists out of a coat of arms with two or three elements that refers back to the city’s history and heritage. Using a coat of arms refers to the rich background of the UK and Ireland, having had various kingdoms throughout the history. The first city I did was Manchester, using black and red. Each city will be in a different color, (black and blue, black and green and black and orange.) This way the book and digital document will be color coded, making it easier to find different cities at a glance.