A global leader in design and innovation, Nike’s culture of invention is driven by their 11 maxims that guide employees of all levels in their work. They celebrate these core values with an annual awards ceremony, the Nike Global Maxim Awards, to honor the greatest achievements at Nike.
For over five years, we collaborated with Nike to design and refresh their Global Maxim Awards annually by developing the branding system and the web platform that handled the process from nomination to the winner showcase.
Everyone at Nike is part of the Maxim Awards—from executives to retail staff. The highly anticipated event culminates in an awards ceremony hosted by Mark Parker and Nike athletes. Working closely with Nike, we finalized a theme for each year and designed a branding system to be applied globally across the website, environmental space, print, motion graphics, and digital displays. Beyond differentiating the program from year to year, the ever-evolving branding exemplified the maxim of “evolve immediately” and fostered excitement for employees to rally around the maxims and nominate the best, most deserving work.
Nike CEO Mark Parker saw the maxims as the most important guidelines in driving Nike’s success, so our goal was to engage more and more employees every year in the Maxim Awards. We evolved the Awards’ web platform, taking disparate systems and integrating them to create a smooth experience for employees to nominate, vote, and see the winners and their inspiring work in one place. By consolidating into one central system, we were also able to make the website easier and faster to use across devices, which greatly increased participation.
We evolved the website design and interface annually, applying the year’s theme and branding to be the central hub for the program, where all the communication is driven. The ultimate goal was for more and more employees to go to the website and vote for the best nominees, so the site tracked voting engagement metrics by geography, device, and browser. We reported performance to the Maxims team and set the benchmarks for future years.
Through the annual iterations, we increased Maxim Awards voting participation by over 51% and unique visitors by 12% for the 55,000+ Nike employees across the world.