Jordan Family

Type of work

Visual Identity

Role

Associate Design Director

Jordan isn’t just a basketball brand but much more. The brand values culture such as art, music, streetwear and black culture - and Jordan’s ultimate goal is to bring all these communities together and empower them. Jordan Family is Jordan’s membership program and a platform where Jordan community can belong. Therefore Jordan needed naming, an identity and a graphic system for this program that could be used across variety of applications and build on the existing brand guideline. To align with the brand’s value, the idea of ‘Family’ was placed at the core for language and entire graphic system.