Nike Phantom GX boot launch

Nike Phantom GX boot launch in Sports Direct Flagship Stores
Retail Experience, Brand Experience, Retail Design

To celebrate the launch of the newest Phantom boot, the Nike Phantom GX, we created a strong display within the Nike football initiative spaces situated in the&nbsp;<a href="https://www.linkedin.com/company/sports-direct-international/" data-attribute-index="0" data-entity-type="MINI_COMPANY">Sports Direct</a>&nbsp;flagship stores.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MadReady-Phantom-01.png" width="4500" height="4500" loading="lazy" alt="MadReady-Phantom-01" style="height: auto; max-width: 100%; width: 4500px;">
The Mad Ready Campaign strives to emphasise precision through Nike’s key asset of an arrow, which shoots through the centre of staggered pixelated circles, holding a Phantom GX boot. A series of surrounding graphic ripples reinforce this hero moment across all sites. High level imagery is used to showcase SD athletes while elevated materials and a sophisticated colour palette craft a sleek look and feel representing the colourways of the boot itself. Educational moments inform the customer on the innovations of both the Phantom GX and Phantom Luna boots to connect and drive purchase in store.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MadReady-Phantom-02.png" width="4500" height="4500" loading="lazy" alt="MadReady-Phantom-02" style="height: auto; max-width: 100%; width: 4500px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MadReady-Phantom-03.png" width="4500" height="4500" loading="lazy" alt="MadReady-Phantom-03" style="height: auto; max-width: 100%; width: 4500px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/MadReady-Phantom-04.png" width="4500" height="4500" loading="lazy" alt="MadReady-Phantom-04" style="height: auto; max-width: 100%; width: 4500px;">
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To celebrate the launch of the newest Phantom boot, the Nike Phantom GX, we created a strong display within the Nike football initiative spaces situated in the&nbsp;<a href="https://www.linkedin.com/company/sports-direct-international/" data-attribute-index="0" data-entity-type="MINI_COMPANY">Sports Direct</a>&nbsp;flagship stores.

We won silver! Webbs Best Visual Identity for the Retail Sector

Congratulations to everyone at Webbs Garden Centres and our team at The One Off for winning Silver for Best Visual Identity for the Retail Sector in the Transform Awards Europe!&nbsp;🏆✨
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/Webbs%20TA%20Winner%20Linkedin%2001.jpg" width="529" height="529" loading="lazy" alt="Webbs TA Winner Linkedin 01" style="height: auto; max-width: 100%; width: 529px;"> Read more on the identity we created for Webbs <a href="https://www.theoneoff.com/work/brand/brand-identity-guidelines/webbs-brand-identity" rel="noopener">here</a>
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Congratulations to everyone at Webbs Garden Centres and our team at The One Off for winning Silver for Best Visual Identity for the Retail Sector in the Transform Awards Europe!&nbsp;🏆✨

Nike Football Wall Reset

<div class="hs-embed-wrapper" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto; max-width: 426px;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.34%; margin: 0px;"><iframe src="https://player.vimeo.com/video/936613371?h=ae4147ee2d&amp;app_id=122963" width="426" height="240" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write" title="Nike SDI Oxford St 03.04.2024 Boot Room" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
Our brief was to reset the existing Nike Football Wall by creating a concept that visually stood out and won the Sports Direct football department. The concept needed to work across both Flagship and Elevated stores, providing an informed and engaging consumer experience whilst still providing the necessary merchandising principles and educational tools.

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_2.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_2" style="height: auto; max-width: 100%; width: 2560px;">The concept was based around three key objectives:
• Invite the Full Family – Creating messaging, experiences, and displays that resonate with and feel inviting to all. • Educate and Inspire – Inspiring consumers and empowering them to learn more about the different boots, silos, innovation, and end uses that will best suit their needs and goals. • Comparison – Helping to facilitate and validate decision making, both physically and digitally.
Unique patterns were developed to represent each silo, connected to their end use. These were developed in 3D form, giving dimension to the wall. Digital ticker tapes and product hero boxes were created to sign post and educate consumers on each silo, alongside lenticular graphics to showcase key Nike athletes.
The new Flagship concept recently launched in Sports Direct Oxford Street Flagship store. The elevated concept will be rolled out across all new Sports Direct stores.
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_1.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_1" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_4.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_4" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_3.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_3" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_6.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_6" style="height: auto; max-width: 100%; width: 2560px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_16_9_NikeFootballWall_5.jpg" width="2560" height="1440" loading="lazy" alt="TOO_News_16_9_NikeFootballWall_5" style="height: auto; max-width: 100%; width: 2560px;">
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<div class="hs-embed-wrapper" data-service="vimeo" data-responsive="true" style="position: relative; overflow: hidden; width: 100%; height: auto; padding: 0px; min-width: 256px; display: block; margin: auto; max-width: 426px;"><div class="hs-embed-content-wrapper"><div style="position: relative; overflow: hidden; max-width: 100%; padding-bottom: 56.34%; margin: 0px;"><iframe src="https://player.vimeo.com/video/936613371?h=ae4147ee2d&amp;app_id=122963" width="426" height="240" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write" title="Nike SDI Oxford St 03.04.2024 Boot Room" style="position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;"></iframe></div></div></div>
Our brief was to reset the existing Nike Football Wall by creating a concept that visually stood out and won the Sports Direct football department. The concept needed to work across both Flagship and Elevated stores, providing an informed and engaging consumer experience whilst still providing the necessary merchandising principles and educational tools.

Creativity x AI from Lightricks & Figma

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102827-56f625c3.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-102827-56f625c3" style="height: auto; max-width: 100%; width: 3840px;"> The talk was presented by Kass Yassin &amp; Mattan Arbel from Lightricks, a company with multiple AI products under their belt, with FaceTune being the most popular from their line-up. The talk left us with some interesting thoughts &amp; insights:&nbsp;
1. The digital industry is notorious for moving quickly with new technology being released every other day and it can be difficult to keep up. AI can easily feel like another burden on the shoulder to learn, however it may be worth putting some time aside to tinker with it if you haven’t already. Many members of the creative industry have stated that they have seen an increase in productivity particularly in early stages of projects after using/adopting AI tooling at the workplace. It’s worth noting that if you are looking to adopt AI at your workplace, it is important you seek permission from your employer particularly if you work with sensitive data/projects.&nbsp; &nbsp; 2. The way forward for creative AI tooling is about giving the users more control. Currently tools like ChatGPT, Midjourney and others can feel like a bit of a pandora’s box where you enter a prompt and hope for the best with arguably little control. The tooling that will be more successful in the creative industry will be tooling whether the user has more finite control, think being able to draw a box within an image and prompt just for that area or extending beyond just a text field to prompt but to more human like inputs such as “magic brushes”.&nbsp; &nbsp; 3. Matan presented an interesting story where he was trying to get a particular idea executed by AI however, he was struggling to get the DALL-E image generation model to do what he wanted. English is not his first language and as a result he was struggling to write an effective prompt. His solution was starting a separate ChatGPT thread and listing out all the points of his idea and asking how to create the DALL-E prompt for it, “learning to prompt, by prompting” as Luis from Figma put it. This can seem counter-intuitive at first however Matan reported that the new prompt that ChatGPT returned was able to produce exactly what he wanted and noted that ChatGPT listed out a few helpful tips on prompting that helped boost his confidence for the future. &nbsp; &nbsp; 4. Currently, a well-structured and effective prompt is key in getting the most out of today’s AI tools on hand. For creatives, the Lightricks team mentioned they had the most success when following the idea of the individual playing the role of a Creative Director and AI as the creative. It’s worth noting that there are multiple companies hiring for “AI Prompt researchers/engineer” to get the most out of commercial AI products. It’s serious stuff!&nbsp; &nbsp; 5. Some final food for thought trailing on from all the discussion regarding prompting, will knowing how to prompt/interact with AI become a valuable life skill? After the talk, we were having a discussion within the audience. One of the participants was a father of two young children and he raised the question of “Should I be teaching my children how to prompt, will it become an important skill they will need for the day-to-day in the future?”. It’s likely too early to say. We’re still exploring what AI can do and it’s unclear whether the technology will become cemented into our everyday lives. Additionally, it can be argued that should the latter play out, AI will have reached a point where one shouldn’t need to know how to prompt but rather it should feel effortless and natural.&nbsp;&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-102709-0defc5af.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-102709-0defc5af" style="height: auto; max-width: 100%; width: 3840px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104002-a1336723.jpg" width="3840" height="2159" loading="lazy" alt="image-20240306-104002-a1336723" style="height: auto; max-width: 100%; width: 3840px;"> Once again, thank you to Kass, Matan and the rest of the Lightricks team for the great talk as well as Luis and the rest of the Figma team for organising these industry meets. We look forward to the next.&nbsp;
<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-104230-ea786ceb.jpg" width="3024" height="1701" loading="lazy" alt="image-20240306-104230-ea786ceb" style="height: auto; max-width: 100%; width: 3024px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-094021-ce606f4b.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-094021-ce606f4b" style="height: auto; max-width: 100%; width: 3840px;">
[These were soooo good!]&nbsp;

<img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/image-20240306-100103-14614197.jpg" width="3840" height="2160" loading="lazy" alt="image-20240306-100103-14614197" style="height: auto; max-width: 100%; width: 3840px;">On the morning of 6th March 2024, a member of our digital team headed down to the most recent of Figma’s Coffee Mornings. Figma regularly hosts these Coffee Mornings with the objective of bringing members of the digital design &amp; development industry together to have a coffee [and doughnuts!] together and spark conversations about ongoing topics coupled up with a thought-provoking talk. This week on the agenda was the topic that is all around us, Artificial Intelligence and how our creative industry can make use and benefit from it.&nbsp;

George at Asda Denim Refresh

There has been a shift in shopper mindset with the purchase of jeans, this is due to a mix of trend preference, cost-of-living and sustainability awareness as shoppers look to make their existing jeans last longer and are growing spend in trousers. Over the past 5 years there has been a frequency decline, with the average shopper buying jeans twice a year and less than 25% of clothing shoppers buying women’s jeans in the past year. In a declining market and category, George needs to stand out to get shoppers to buy into and love their jeans. Our brief was to improve quality perception of George denim growing market share and shopper loyalty. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim 1" style="height: auto; max-width: 100%; width: 7111px;"> Working with the George&nbsp;team, we undertook a category refresh for the Denim department across in-store and online. Communication was at the heart of the refresh, with fit, rise and price information being key. With that in mind we created a Denim identity and creative toolkit that could be utilised across all channels to create a seamless and consistent customer journey across all customer touch points to ensure a consistent and strong presentation. Taking the creative toolkit, we applied the refreshed department identity to in-store, on-product tickets and online. The new look department launched in-store and online this month. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim2%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim2 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim3%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim3 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim5%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim5 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim6%201%20(1).jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim6 1 (1)" style="height: auto; max-width: 100%; width: 7111px;"> 
&nbsp;

There has been a shift in shopper mindset with the purchase of jeans, this is due to a mix of trend preference, cost-of-living and sustainability awareness as shoppers look to make their existing jeans last longer and are growing spend in trousers. Over the past 5 years there has been a frequency decline, with the average shopper buying jeans twice a year and less than 25% of clothing shoppers buying women’s jeans in the past year. In a declining market and category, George needs to stand out to get shoppers to buy into and love their jeans. Our brief was to improve quality perception of George denim growing market share and shopper loyalty. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim 1" style="height: auto; max-width: 100%; width: 7111px;"> Working with the George&nbsp;team, we undertook a category refresh for the Denim department across in-store and online. Communication was at the heart of the refresh, with fit, rise and price information being key. With that in mind we created a Denim identity and creative toolkit that could be utilised across all channels to create a seamless and consistent customer journey across all customer touch points to ensure a consistent and strong presentation. Taking the creative toolkit, we applied the refreshed department identity to in-store, on-product tickets and online. The new look department launched in-store and online this month. <img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim2%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim2 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim3%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim3 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim5%201.jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim5 1" style="height: auto; max-width: 100%; width: 7111px;"><img src="https://8613030.fs1.hubspotusercontent-na1.net/hubfs/8613030/TOO_News_George_Denim6%201%20(1).jpg" width="7111" height="4000" loading="lazy" alt="TOO_News_George_Denim6 1 (1)" style="height: auto; max-width: 100%; width: 7111px;">

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We won silver! Webbs Best Visual Identity for the Retail Sector

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