The street style and industrial character of Jordan is at the heart of the identity system, which is built around a custom-made stencil typeface and graphic icon system which provide an industrial but warm and relaxed feel to the visual language. We also created two background textures with the same stencil details, respectively representing the Street Ball Court and Street Dance Court. With the group models standing in front of the composed background, this result in a collage style that convey the concept of “Different Courts, Same Family”.

The visual language also prominently displays a depiction of ‘image heat mapping,’ incorporating multicolor gradients that morph the high-tech material textures Jordan’s winter apparel combined, like GORE-TEX membranes, Cordura fabric and Polartec fleece. 

We also created a set of bespoke small graphics inspired by meteorological data tracking and the performance of their materials, evoking their sensation and movement. The individual elements were woven together in application through a modular scroll bar, vividly mimicking weather report to enhance the tech side.