Sustainability Brand Identity for Nike Move to Zero
A shrinking grid turns the idea of reduction into a brand system.
Accept & Proceed developed the Move to Zero design system to unite Nike’s zero-carbon and zero-waste initiatives under a public-facing sub-brand. The work extended to the regeneration of Belgrade’s Blok 70 basketball court, using locally donated sneakers recycled into Nike Grind surfacing and location-specific graphics.
Insights
- A diminishing grid scales modules down from left to right, turning reduction into the organising behaviour of the layout.
- The custom lockup draws on Nike’s historic sunburst and chopped letterforms. Reduced material use is expressed visually, rather than demonstrated as a measured production saving.
- Volt-green hazard stripes add urgency, while a pared-back set of components can frame product stories across formats.
- In Belgrade, Serbian-inspired lettering and bold chevrons localise the global system. The studio balances graphics seen from above with legibility and playability on the ground.
- The Nike Grind court surface brings material reuse into the experience itself. ArchDaily reports 20,000 recycled sneakers in the project, giving the initiative a concrete spatial application.
Keep exploring
Related cases
