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About Expertise in

Print Retail Identity Interactive

Art Direction Product Branding Strategic Design Thinking Campaign Building

Worked with

Nike Apple Sony adidas

Boost Mobile Bombay Sapphire Pepsi Nokia

Works displayed at

Computer Arts Project Communication Arts Good Magazine PDN Magazine

Mixibang! Gallery Art Center College of Design Gallery

2K Sports HP

Contents Air Force 25 Anniversary Niketown New York Running Experience House of Hoops adidas Motorsports Laced Magazine Nike Zoom Kobe II adidas the Ultimate Stage

2008 Olympic Trials Sony 3D adidas Baseball Sony Rocket Project House of Hoops All-Star Weekend Nike+ Human Race

Sony HDNA Panel of Experts Sony BRAVIA 2K Sports NBA 2K11 Nike+ Nike+ SportBand Launch Logos & Marks

— Project

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— Air Force 25 Anniversary

CLIENT NIKE FORMAT Apparel Identity Print Packaging

The Nike Air Force 1 turned 25 in 2007. To celebrate its anniversary, the AF1 was retooled and modernized Air Force 25. Gold became a key color in narrating the celebratory story. Graphics featuring select NBA players were used as a pattern in Air Force retail, apparel and footwear.

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— Footwear Graphics

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— Project

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— Niketown New York Running Experience CLIENT NIKE FORMAT Print Retail

Nike repositioned its Running category focusing on servicing the consumer through premium running experiences. Niketown New York became the first retail space to be redesigned featuring two unique zones that met this brief: the Branded Services and the Footwear Pavilion. The Branded Services connect consumers with Nike products that match their running personality. The staff is comprised of runners who use the Nike’s running products regularly. Their knowledge of the footwear and the sport helped inspire consumers to test drive products as well as Nike+. The Footwear Pavilion is designed to showcase the product offerings as well as simplify product benefits to consumers.

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— Footwear Pavilion

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— Running Experience

— Services Brochure

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— Project

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— House of Hoops


FORMAT Apparel Identity Print Retail

Nike and Footlocker teamed to develop a premium basketball destination to better serve the basketball consumer. Nike, Jordan and Converse products are staples of the stores. The retail experiences were designed to be specific to each city: Harlem, Los Angeles, New Jersey, London, Paris and Taiwan. Each House of Hoops feature large graphics and inspirational messaging that connect with the city.

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— House of Hoops Los Angeles

— House of Hoops Chicago

— Los Angeles Narrative

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— Los Angeles Apparel

— Project

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— adidas Motorsports

CLIENT adidas FORMAT Print

adidas and Dale Earnhardt Jr. Racing teamed to create racing gear utilizing ClimaCool technology designed specially for NASCAR racing. Though Dale’s race gear is not sold in retail, the challenge became selling the benefits of ClimaCool. Dale and his team were photographed wearing the technology in race day situation. The final print piece displays the gear cooling off the team in the heat of the moment.

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— Project

— 05

— Laced Magazine

CLIENT Case Study FORMAT Print

— Typography

Laced is a subculture magazine that caters to shoe collectors, sport enthusiasts and fashion early adopters. The first and second issues were designed as case studies to experiment Laced Magazine’s typographic system and design language.

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— Project

— 06

— Nike Zoom Kobe II


The Nike Zoom Kobe II’s footwear story associated Kobe’s precision and work ethic on the basketball court with a samurai narrative. Print graphics for retail were designed with calligraphic marks and Japanese patterns are juxtaposed with Kobe’s signature move taking inspiration from the footwear story.

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— Project

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— the Ultimate Stage

CLIENT adidas FORMAT Interactive Media Print Retail

— Product Photography

In the basketball category adidas is a distant number two. To close the gap, we leveraged their exclusive partnership with the NBA to create a concept that excited fans about adidas’ basketball story: The Ultimate Stage. Content films, print, retail and interactive experiences showcased the NBA lifestyle with a Brotherhood message. The NBA spotlights were used as a graphic treatment that tied the whole campaign together through all channels.

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— Slam Magazine

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— Project

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— adidas Real Talk


Kevin Garnett and Dwight Howard are the stars in a series of content films called “Real Talk” where they share stories and insights about playing in the NBA.

Identity Films

View the content films here.

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— Project

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— 2008 Olympic Trials


The 2008 USA Olympic Track and Field Trials were hosted on Hayward Field in Eugene, Oregon. Nike Running set up a mobile retail experience at the event to share their running story through contemporary and historic lens. The space is separated into two zones by an Olympic-sized track leading consumers to the media center and stage in the back. The left featured heritage Sportswear products contrasting the right featuring contemporary performance products.

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— Project

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— Sony 3D

CLIENT SONY FORMAT Interactive Print

In a saturated HDTV 3D market, Sony decided to position their BRAVIA 3D series as a product that delivers an immersive experience in home theatre, gaming and sports entertainment. The product is shown in a premium light hinting at the Sony blue and yellow color story.

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— Slam Magazine

The company that knows the most about creating 3D movies, also makes the best HDTV with 3D to experience them.

From the company tha PlayStationÂŽ games com HDTV with 3D to experi

at makes 3D mes the best ience them.

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The company that makes the 3D cameras that capture the FIFA World Cup,™ also makes the best HDTV with 3D to experience it.

— Project

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— adidas Baseball

CLIENT adidas FORMAT Print Retail

— Typographic Treatment

adidas and Dick’s Sporting Goods partnered to develop a Baseball narrative for the 2009 season featuring Travis Buck, Justin Masterson, Ryan Howard, Joba Chamberlain, Josh Bard and Olympian, Monica Abbott. The players were shot with a warm tone in direct sunlight to highlight the summer environment.

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— Photographic Direction

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— Project

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CLIENT FORMAT Identity Interactive Print is a travel search engine aggregating online travel agencies and suppliers for the best deals. They pride themselves on their ease of use and comprehensive search. Kayak wanted a more recognizable brand mark that separated themselves from their competitors. The compass icon with a kayak in the center was designed to be their new identifier. It represents a tool that empowers its user metaphorically tying it with Kayak’s online search product.

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— User Experience

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— Stationery

Steve Hafner Chief Executive Officer 203.899.3100

— 77 55 North Water Street, Suite 1 Norwalk, CT 06854 Tel 203.899.3100 Fax 203.899.3125

Steve Hafner Chief Executive Officer 203.899.3100

— Project

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— Sony Rocket Project

CLIENT SONY FORMAT Interactive Films

Sony released a line of VAIO computers that have more computational processing power than some of the first spaceships to reach the moon. Partnering with Intel and the Mavericks Space Foundation, a documentary was created featuring eight high school students using Sony’s products to design, create and launch a rocket into space. Learn more at See the films here.

— Space Patch

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— Project

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— House of Hoops All Star Weekend 2010

CLIENT NIKE FORMAT Identity Print Retail

The NBA All-Star event was held in Dallas, Texas in 2010. All House of Hoops were retrofitted with an old west retail story that paid homage to Dallas as well as celebrate Nike’s All-Star athletes. Natural materials were used to elevate products on tables and walls. Branded signage and graphics were used to message athlete product stories throughout the store.

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— All-Star Retail

— Project

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— Nike+ Human Race

CLIENT NIKE FORMAT Identity Print Retail

The Nike+ Human Race is a 10k race organized by 25 cities around the world with a goal of recruiting one million runners to run for a charity of their choice. The overall theme for the event became Run for Good. Challenged by language and cultural barriers, we used the race bib as the global icon and identifier that tied the campaign together worldwide. The bib was used for collateral, race day gear, signage and information graphics during the race. A special runners atlas shirt was sold at retail raising more money for charity.

— Race Bib


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— Race Day

— Apparel

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— Project

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— Sony HDNA Panel of Experts

CLIENT SONY FORMAT Interactive Motion

Consumers are introduced to an array of brands and choices in electronic stores. Tasked with helping Sony separate its products from its competitors, we developed a campaign featuring a panel of experts to help consumers filter products at retail. The Panel was shown on Sony products at retail as well as in online media. See the commercials here.

— HDNA Iconography

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— Project

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FORMAT Print Retail

The Sony BRAVIA was redesigned to change the perception of televisions in consumers’ homes. The product was photographed to show the simplified lines and to feature its use of premium materials. The Sony blue and yellow glow was used to draw attention to the BRAVIA’s key features as well as a way to separate the product from the dark background.

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— Product Features

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— Project

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— NBA 2K11 Become the Greatest CLIENT

NBA 2K11 is a basketball video game with

2K Sports

Michael Jordan as its key feature. Gamers play through ten memorable Jordan Challenges to unlock MJ and Become the Greatest.

FORMAT Interactive Packaging Print OOH

The online experience allowed consumers to learn about the game through an interactive graphic comprised of in-game stills that built MJ’s image. Experience NBA 2K11 at

— Packaging

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— User Experience

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— User Experience

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— Project

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— Nike+

CLIENT NIKE FORMAT Interactive Print Retail

Nike+ is a digital offering for consumers to track their running progress using an iPod Nano or SportBand. Runners are able to compare results, congregate and compete against one another on Tasked with simplifying the experience, graphics were constructed to communicate the product offering simply. Nike+ messaging was made digestible by breaking the technology down to consumer friendly visuals and language.

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— Engage Graphics

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— Nike+ Graphics

— Project

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— Nike+ SportBand Launch

CLIENT NIKE FORMAT Interactive Print Retail

— Information Graphics

The Nike+ SportBand is a product that shows the runner their time, pace and calories burned through visual feedback. Users were able to connect the product to the Nike+ digital experience and compare results with other users. The complex experience was messaged simply at retail through iconography and strategic propping that made the product consumer friendly.

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— Niketown New York Atrium

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Logos & Marks

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Kevin Will Chen DESIG N & DIREC TION 626 · 512 · 9369




Pasadena, California Bachelor of Fine Arts with Distinction

and interactive experiences for NBA 2K11,

Graphic & Packaging Design

180LA / DESIGN & ART DIRECTOR Lead design and direction for graphics, interactive, and retail on projects with Sony, adidas, Boost Mobile and Bombay Sapphire. NIKE, INC. / BRAND DESIGNER Beaverton, Oregon Delivered youth-driven retail experiences into Running and Basketball categories. Select projects included working with Apple to launch Nike+, art direction on The Nike+ Human Race, graphics for Air Force 1 and Air Force 25 and launching House of Hoops.



Leading design and direction for graphics

Los Angeles, California

2005 - 2008


Los Angeles, California

Top Spin 4 and HP. 2008 - 2010


TEQUILA / INTERACTIVE DESIGNER Los Angeles, California Design and development for Boost Mobile and Uncle Ben’s interactive experiences.

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Macintosh and Windows OS


Works displayed in

Proficient in Photoshop, Illustrator, and InDesign

Computer Arts Projects,

Familiar in After Effects, Final Cut Pro, Dreamweaver,


Flash, Quark, iLife, and Microsoft Office

Communication Arts, Good Magazine and PDN Magazine 2003 – 2007

Works exhibited at Art Center Gallery Pasadena, California


Works exhibited at Mixibang! Gallery Pasadena, California


Honda Endowed Scholarship recipient


Art Center College of Design Scholarship recipient



Kevin Will Chen / Design & Direction  
Kevin Will Chen / Design & Direction  

Kevin Will Chen Portfolio of Works 2010