For Nike ISPA MindBody, the latest innovation from the ISPA team, we designed the comprehensive visual system. The project was driven by ISPA’s philosophy of sustainability and its mission to strengthen the connection between the body, mind, and the natural world. Our role was to translate these concepts into a bold and adaptable design language that was consistent across product storytelling, graphics, and presentation.

ISPA’s philosophy —Improvise, Scavenge, Protect, Adapt— guided the process, along with the project’s focus on sustainability and new material experiments. The graphics diagrams drew on organic forms and bio-structures clashing with the esoteric and mind expansion realms, reflecting on the product’s connection to natural cycles while extending the narrative into more symbolic territory, all of this preserving Nike’s innovative design language.

The outcome was a system that translated ISPA’s vision of experimentation into a clear and adaptable visual identity that extended into ISPANIFICIO: a temporary creative lab in a former bread factory at Viale Monza during Milan Design Week (21–23 April 2023). Workshops and exhibitions inside the space immersed audiences in ISPA’s modular, circular design principles, showcasing models like MindBody, Universal, and Link Axis in a “shoe-making” lab setting. The next stage was ISPAGAMA: an ISPA installation at NikeLab Seoul. This activation transformed the B1 gallery space into an exploration of circularity and connectivity, centering on the ISPA Link Axis.

The ISPA project was recognized in “Designed for Life: The World’s Best Product Designers” (Phaidon, 2023), which acknowledged the teamwork that brought this project together as one of the leading forces in contemporary product design.