Nike London empowers communities with tools and motivation through its editorial platform, a localised brand initiative aimed at becoming the city’s top coach. Crew Love, a new franchise celebrating the unifying power of sport, needed a distinctive logomark.

I expanded Nike’s iconic Futura typeface into a custom character set, with each letter featuring variations—flipped, slanted, or handwritten. These playful shifts capture the spirit of Crew Love, creating a dynamic, ever-changing title.