Heather Amuny-Dey Creative Director, Nike Brand Design

Describe your typical working day.

The best thing about my job is that we work on all aspects of the Nike brand, so each day can be quite different. Our team, Nike Brand Design, develops the communication platform and design of the brand for everything from the art direction of photography to retail experiences to product creative direction. I work with a team of designers to create a concept and visual direction for each campaign, and then we work with an integrated team of product designers, brand managers, PR directors, etc., to make sure that the story is consistent from initial product conception to the consumer. Sometimes we have a creative process that spans a few months and other times it spans a few years, in the case of a global campaign like World Football 2006.



You designed a promo for the photographer Carlos Serrao that was featured in the PDN/ Nikon Self Promo Awards, and you must get lots of promos yourself all the time from photographers. What are the most basic mistakes that you see in photographers' self-promotional material? Can you give examples of promos that have really caught your eye?

I think the easiest mistake with photography promos is using design elements that take away from a clear viewing of the photography itself. It seems very basic, but the art director really needs to see the image and understand the esthetic and range of the shooter rather than be wowed by a clever design element. In the world of promos, as in design itself, less is more.



Still on the subject of self-promotion, can you tell us about some really compelling photographers' Web sites that you've come across and tell us why they stood out?

My interest in Web sites is similar to my interest in promos. I want to get to the images as quickly and easily as possible. If there is an art director out there who you think is talented and you want to work with, chances are they are busy people and would rather not wait for the ridiculously cumbersome Flash animation of your name to load. Make it easy for people to see your photography. Carlos Serrao and Randi Berez have sites that use small thumbnails of each image. This is a handy tool for an art director to be able to quickly peruse the shots and decide which they would like to view in more depth. This also allows an art director to return to your site and find an image quickly for a presentation to their clients.



What do you look for in the photographers you hire to shoot for Nike?

At Nike, we are a brand built on the potential and power of sport. We are at our best when we work with creatives who can capture not only the perfect moment of sport, but also the emotion behind that moment. The passion that people have globally for sport is unmatched. It is incredibly exciting to be a part of that creative process and see that power captured in an image.



What has been the best Nike brand campaign that you've worked on, and why was it so successful?

My favorite work to date is our World Football 2006 campaign. This work allowed us to show our top athletes from around the world in their real environment: the football pitch. The emotion of the message and the realism of the imagery allowed us to show our passion for the game and our respect for the different athletes and cultures competing in the World Cup.



What recent brand campaigns have you seen that made you think, "Wow I wish I'd thought of that"?

I am consistently impressed with Apple's ability to drive a powerful product message through imagery and design. I think they do a great job of self-editing and present a strong brand message through limiting their voice. I also have liked the last few seasons of Louis Vuitton campaigns, as they always seem to find a good balance between playfulness, luxury and creating desire in their consumers. Currently, Gucci and Missoni each have very new and relevant takes on their brand and those campaigns stand out, visually.



What trends in brand campaigns right now are you not so impressed with?

I don't think there are specific trends that bother me holistically, but I always enjoy seeing brands that work to communicate a clear message, visual or contextual, with their campaigns. You just like to turn the page or walk past a window and think that the brand really thought about what they were saying and who they were saying it to, whether or not you are their target consumer. I like it when brands take a stand for who and what they are and don't try to follow every trend. Those brands create relationships with their consumers and stay relevant through their defined voice.



If there were one thing about your job that you could change, what would it be?

Less talk, more creation.



What inspires you?

I am inspired by people who are in love with creating. That can range from a gifted artist to a selfless teacher.

Heather Amuny-Dey

Nike Brand Design

Nike, Inc.

One Bowerman Drive

Beaverton, OR 97005

Phone: (800) 344-6453

www.nike.com