Beijing-exclusive graphic
This project creates a Beijing-exclusive graphic series for Nike by You, with Beijing-style Chinese character typography as the visual core. The typographic concept starts from the graphics of Beijing Peking Opera masks, transforming their lines, colors, and symbolic structures into stroke designs, and combines them with the unique rhythm and spirit of Chinese calligraphy, allowing the characters to become visual symbols with a distinct Beijing cultural identity. Other graphics and text extend from Beijing’s urban cultural sites and regional characteristics, reinterpreted through a modern graphic design language. In this way, traditional depth and contemporary co-creation meet on the Nike by You platform, producing a limited-edition graphic series made exclusively for Beijing—one that is both locally recognizable and youthful in energy.
| Client | NIKE |
| Year | 2026 |
| ART DIRECTOR | Kun Lam |
| DESIGNER | Kun Lam |
| Scope | Visual Identity |
This project creates a Beijing-exclusive graphic series for Nike by You, with Beijing-style Chinese character typography as the visual core. The typographic concept starts from the graphics of Beijing Peking Opera masks, transforming their lines, colors, and symbolic structures into stroke designs, and combines them with the unique rhythm and spirit of Chinese calligraphy, allowing the characters to become visual symbols with a distinct Beijing cultural identity. Other graphics and text extend from Beijing’s urban cultural sites and regional characteristics, reinterpreted through a modern graphic design language. In this way, traditional depth and contemporary co-creation meet on the Nike by You platform, producing a limited-edition graphic series made exclusively for Beijing—one that is both locally recognizable and youthful in energy.
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