https://gustavholtz.com Gustav Holtz Fri, 12 Jun 2026 18:54:36 +0000 https://gustavholtz.com en https://gustavholtz.com/Nike-PG-Airways Wed, 04 Mar 2020 17:00:08 +0000 Gustav Holtz https://gustavholtz.com/Nike-PG-Airways Nike / PG4 Paul George × PG Airways &nbsp;<img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/7cff89ece2e6cc2cd263061fa5c908398599e97ea2b82f6c8bd0727702fdd33a/Nike_PG_Airways_Logo_Blue.png" data-mid="100208580" border="0" src="https://freight.cargo.site/w/1000/i/7cff89ece2e6cc2cd263061fa5c908398599e97ea2b82f6c8bd0727702fdd33a/Nike_PG_Airways_Logo_Blue.png" /> Art Direction Illustration Brand Campaign To launch Paul George's fourth signature shoe, Nike challenged AKQA Portland to create a campaign that could capture what set the PG line apart. While many basketball shoes compete on performance, PG sneakers had earned a reputation for something else: comfort. Inspired by the luxury and ease of air travel, we imagined an entirely fictional airline built around Paul George's philosophy of comfort. The result was PG Airways—a fully realized brand world spanning campaign graphics, illustrations, collectibles, retail activations, and digital experiences that positioned the PG4 as the most comfortable flight in the game. <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/d318147d1d124c7eb296bcca066de7dcbcf76bb438d82d8b0ce3c28b228b4b6f/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Grid.png" data-mid="127825358" border="0" src="https://freight.cargo.site/w/1000/i/d318147d1d124c7eb296bcca066de7dcbcf76bb438d82d8b0ce3c28b228b4b6f/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Grid.png" /><img width="2560" height="1600" width_o="2560" height_o="1600" data-src="https://freight.cargo.site/t/original/i/48121ba73a76b177be5526c349ca254b9f48034a31f300c5485f170367f48bdd/PG_Airways-Billboard-Tropical.jpg" data-mid="232881171" border="0" src="https://freight.cargo.site/w/1000/i/48121ba73a76b177be5526c349ca254b9f48034a31f300c5485f170367f48bdd/PG_Airways-Billboard-Tropical.jpg" /><img width="1200" height="1490" width_o="1200" height_o="1490" data-src="https://freight.cargo.site/t/original/i/6c181afd4a3057b1f93216706d97a564315acef12da3d1af91d1d5d054e83948/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Shoes.png" data-mid="127825360" border="0" src="https://freight.cargo.site/w/1000/i/6c181afd4a3057b1f93216706d97a564315acef12da3d1af91d1d5d054e83948/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Shoes.png" /> <img width="1200" height="1490" width_o="1200" height_o="1490" data-src="https://freight.cargo.site/t/original/i/f1e56cbe3a6495d400a6b18836b0b9c9eabeff46fa29a44c7f46a2b26fed0f9c/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Portrait.png" data-mid="127825359" border="0" src="https://freight.cargo.site/w/1000/i/f1e56cbe3a6495d400a6b18836b0b9c9eabeff46fa29a44c7f46a2b26fed0f9c/Gustav-Holtz-Design-Nike-PG-Airways-Poster-Portrait.png" /> The Passenger Experience To bring the concept to life beyond traditional campaign assets, we extended the identity into a collection of airline-inspired collateral. In partnership with Finsh Line stores, each drop of the PG4 issued an exclusive 'pre-flight check in' pass on the Finish Line app, sending hundreds of PG's fans to stores to get the kicks and unlock PG Airways swag, including in-flight saftety cards, luggage tags, vintage PG Airways posters, sticker packs and a limited-run of brass PG Airways wings that transformed the launch into a fully realized travel experience.&nbsp; <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/311d8f02a045831172c6b198c5c855ab8adfb3b43f046b853c070a0b8366c5a4/Gustav-Holtz-Design-Nike-PG-Airways-App_Pass.png" data-mid="127825346" border="0" src="https://freight.cargo.site/w/1000/i/311d8f02a045831172c6b198c5c855ab8adfb3b43f046b853c070a0b8366c5a4/Gustav-Holtz-Design-Nike-PG-Airways-App_Pass.png" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/223aa01e0ab7f8a04f77da379709d0b5734d4b091f078a98d9604453b68061dc/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Hero.png" data-mid="127825363" border="0" src="https://freight.cargo.site/w/1000/i/223aa01e0ab7f8a04f77da379709d0b5734d4b091f078a98d9604453b68061dc/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Hero.png" /> <img width="1400" height="1600" width_o="1400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/99364828dfa9402ff97ead4136d4cc6da80923c25528034f5b684262267442dd/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Exterior-Detail.png" data-mid="127825362" border="0" src="https://freight.cargo.site/w/1000/i/99364828dfa9402ff97ead4136d4cc6da80923c25528034f5b684262267442dd/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Exterior-Detail.png" /> <img width="1400" height="1600" width_o="1400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/f8061757f014d133c2f54ed4c4d54a0ea09be75a2791d6abe52fa4e7eca5eab9/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Interior-Detail.png" data-mid="127825365" border="0" src="https://freight.cargo.site/w/1000/i/f8061757f014d133c2f54ed4c4d54a0ea09be75a2791d6abe52fa4e7eca5eab9/Gustav-Holtz-Design-Nike-PG-Airways-Safety-Card-Interior-Detail.png" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/ed1d83bf830811b8cf5afe432d6bbc15daf17b9f97af98de4b914bb0344e9eec/Gustav-Holtz-Design-Nike-PG-Airways-Stickers.png" data-mid="127825366" border="0" src="https://freight.cargo.site/w/1000/i/ed1d83bf830811b8cf5afe432d6bbc15daf17b9f97af98de4b914bb0344e9eec/Gustav-Holtz-Design-Nike-PG-Airways-Stickers.png" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/a642784e5fd43cf9d7d86cd88cdd240812851526d38ea8332cae8b96cf9a7eb1/Gustav-Holtz-Design-Nike-PG-Airways-Suitcase.png" data-mid="127825367" border="0" src="https://freight.cargo.site/w/1000/i/a642784e5fd43cf9d7d86cd88cdd240812851526d38ea8332cae8b96cf9a7eb1/Gustav-Holtz-Design-Nike-PG-Airways-Suitcase.png" /> Collectibles &amp; Rewards Every airline has its perks. To further immerse fans in the world of PG Airways, we created a collection of collectible rewards inspired by travel memorabilia. From luggage stickers and postcards to limited-edition brass wings, each piece was designed to make the campaign feel less like a product launch and more like membership in an exclusive airline. <img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/93392d85f7ec18eeae4ee9304ec300c39a2c8df3cf47b50c7e73452d2c4386f6/Gustav-Holtz-Design-Nike-PG-Airways-Postcards.jpg" data-mid="127825356" border="0" src="https://freight.cargo.site/w/1000/i/93392d85f7ec18eeae4ee9304ec300c39a2c8df3cf47b50c7e73452d2c4386f6/Gustav-Holtz-Design-Nike-PG-Airways-Postcards.jpg" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/e31c5c0ba03cb6ad4936917075e19c473f8f141caacc11f6149a439a3653b430/Gustav-Holtz-Design-Nike-PG-Airways-Pin-Hero-White.jpg" data-mid="127825354" border="0" src="https://freight.cargo.site/w/1000/i/e31c5c0ba03cb6ad4936917075e19c473f8f141caacc11f6149a439a3653b430/Gustav-Holtz-Design-Nike-PG-Airways-Pin-Hero-White.jpg" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/0f6f6a8f74d4146ecb4a223a23fb48904611a884fb8729ca7ab941fae32ad912/Gustav-Holtz-Design-Nike-PG-Airways-Pin-Grid.png" data-mid="127825352" border="0" src="https://freight.cargo.site/w/1000/i/0f6f6a8f74d4146ecb4a223a23fb48904611a884fb8729ca7ab941fae32ad912/Gustav-Holtz-Design-Nike-PG-Airways-Pin-Grid.png" /> The Film The in-flight saftey film launched on PG's IG as well as YouTube and Finish Line social channels. Within minutes, thousands were wishing for just one thing, a ticket on PG Airways. Credits Agency AKQA Role Design Lead Creative Direction Whitney Jenkins,&nbsp;Reef Younis Art Direction Jake Skirving Copywriting Jonanna Widner, Chris Lucia, Amy Boyd Production Partners Frost Motion Index&nbsp; Next︎ https://gustavholtz.com/Shopify-Enterprise Thu, 11 Sep 2025 03:44:27 +0000 Gustav Holtz https://gustavholtz.com/Shopify-Enterprise Shopify Enterprise Evolving Shopify for Enterprise Brand Strategy Design Systems Visual Identity For years, Shopify was synonymous with entrepreneurship and small business success. As the company expanded into enterprise commerce, it faced a new challenge: how to communicate greater scale, sophistication, and ambition without losing the accessibility and optimism that defined the brand. Following Shopify's recognition as a leader in enterprise commerce, Instrument partnered with the company to develop a new visual identity system for Shopify Enterprise. Inspired by the idea of continuous transformation, the system uses light, refraction, and fluid motion to reflect the evolving nature of modern businesses. The result is a premium, scalable brand expression that positions Shopify Enterprise as a trusted partner for the world's most ambitious companies. <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/6e3a67e9ebef76c5acf9ea86b912e724a3a08a754d3af017c1ed18b8b883693a/Shopify_Enterprise_Type.gif" data-mid="238204098" border="0" src="https://freight.cargo.site/w/1000/i/6e3a67e9ebef76c5acf9ea86b912e724a3a08a754d3af017c1ed18b8b883693a/Shopify_Enterprise_Type.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/34caf7abe2c5bcf56dfe13af05a1b20a1316fcd64577b734542f27f18896d39d/Shopfy_Enterprise_iPhone.png" data-mid="238360018" border="0" src="https://freight.cargo.site/w/1000/i/34caf7abe2c5bcf56dfe13af05a1b20a1316fcd64577b734542f27f18896d39d/Shopfy_Enterprise_iPhone.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/24b44680792282808bb6252bee0e7f7b84d0d392a18e8ddd942133426519c035/Shopfy_Enterprise_OOH_Triptych.png" data-mid="238224517" border="0" src="https://freight.cargo.site/w/1000/i/24b44680792282808bb6252bee0e7f7b84d0d392a18e8ddd942133426519c035/Shopfy_Enterprise_OOH_Triptych.png" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/a6cdb0b9b861134a1b8254ff8f7866c5278a8a4a8be8fc19a4b0927606b8bb90/Shopfy_Enterprise_Social_5.png" data-mid="238311856" border="0" src="https://freight.cargo.site/w/1000/i/a6cdb0b9b861134a1b8254ff8f7866c5278a8a4a8be8fc19a4b0927606b8bb90/Shopfy_Enterprise_Social_5.png" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/82d0e9776cce878acdd08d934b2ad894ec2a5818d1c98b9f2ef7945572c16ae7/Shopify_Enterprise_Whitepaper_Cover_Print.png" data-mid="238224531" border="0" src="https://freight.cargo.site/w/1000/i/82d0e9776cce878acdd08d934b2ad894ec2a5818d1c98b9f2ef7945572c16ae7/Shopify_Enterprise_Whitepaper_Cover_Print.png" /> A polished new look We delivered an elevated expression for Shopify’s new enterprise context, while still maintaining key elements of their core brand. The final identity not only gave Shopify the ability to articulate its enterprise offering clearly for the first time, but also opened up new ways for the brand to come to life. In doing so, the rebrand repositioned Shopify Enterprise from an identity once indistinguishable from the core brand to a sophisticated expression tailored to new business contexts—establishing a clear, elevated voice in the enterprise market. <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/78dadd2cfadaaf2c76d63ae19d7181b640dc3d99c0c9104c9f0f6435fe56b6e6/Shopfy_Enterprise_ID-Badge_ALT.png" data-mid="238296444" border="0" src="https://freight.cargo.site/w/1000/i/78dadd2cfadaaf2c76d63ae19d7181b640dc3d99c0c9104c9f0f6435fe56b6e6/Shopfy_Enterprise_ID-Badge_ALT.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/e355d484fbc2f5bd45fa03074ad116b3218e46a7c47f1ded5b061acffec25ebb/Shopfy_Enterprise_Stat_1.png" data-mid="238224135" border="0" src="https://freight.cargo.site/w/1000/i/e355d484fbc2f5bd45fa03074ad116b3218e46a7c47f1ded5b061acffec25ebb/Shopfy_Enterprise_Stat_1.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/8996410a777a70b7db4db14a528280defe6d469a796130d91107d6eb0b8a7f60/Shopfy_Enterprise_Keynote_Screen-ALT.png" data-mid="238224513" border="0" src="https://freight.cargo.site/w/1000/i/8996410a777a70b7db4db14a528280defe6d469a796130d91107d6eb0b8a7f60/Shopfy_Enterprise_Keynote_Screen-ALT.png" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/8945d4d93e4bcaf20e4b7f34560e4eba7c47b228c32de14913a1950d140dbe6a/Shopfy_Enterprise_Data_Viz.png" data-mid="238224520" border="0" src="https://freight.cargo.site/w/1000/i/8945d4d93e4bcaf20e4b7f34560e4eba7c47b228c32de14913a1950d140dbe6a/Shopfy_Enterprise_Data_Viz.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/158cca4232b3345e5fc14070a590437eeeb2522a94e138338ec3fd88561e06b4/Shopfy_Enterprise_Covers.png" data-mid="238224521" border="0" src="https://freight.cargo.site/w/1000/i/158cca4232b3345e5fc14070a590437eeeb2522a94e138338ec3fd88561e06b4/Shopfy_Enterprise_Covers.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/f98d31ad6c10cbc22e6c928d69433ca6d991aa47f00e605e773b34e2d476899c/Shopify_Enterprise_Vertical_OOH.gif" data-mid="238252734" border="0" src="https://freight.cargo.site/w/1000/i/f98d31ad6c10cbc22e6c928d69433ca6d991aa47f00e605e773b34e2d476899c/Shopify_Enterprise_Vertical_OOH.gif" /> <img width="2800" height="1800" width_o="2800" height_o="1800" data-src="https://freight.cargo.site/t/original/i/74be7c2a0d481e529866f07579ab8ecb778fcf9d62f00877f0bdfe3e1a43e250/Shopfy_Enterprise_Landing_Page.png" data-mid="238224542" border="0" src="https://freight.cargo.site/w/1000/i/74be7c2a0d481e529866f07579ab8ecb778fcf9d62f00877f0bdfe3e1a43e250/Shopfy_Enterprise_Landing_Page.png" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/9f775d5ee57caf7b7ef28a8e7f7fa03b1c681265ed4100cfd638e2e02e18c01e/Shopify-Enterprse---Toolkit-Overview-1B.png" data-mid="238220354" border="0" src="https://freight.cargo.site/w/1000/i/9f775d5ee57caf7b7ef28a8e7f7fa03b1c681265ed4100cfd638e2e02e18c01e/Shopify-Enterprse---Toolkit-Overview-1B.png" /> Credits Agency Instrument Role Associate Design Director Creative Direction John Conroy, Antonio Mondragon-Becker Instrument Design Marshall Turner, Michelle Passe Shopify Design Brenda Wisniowski, Chelsea Clark, Nicolas Tual Strategy Catherine Kim Motion Design Marc Lehman Index Next︎ https://gustavholtz.com/The-Weather-Channel Mon, 02 Oct 2023 18:05:32 +0000 Gustav Holtz https://gustavholtz.com/The-Weather-Channel The Weather Channel Designing a More Human Forecast <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/5730d19720a85c3c9d935b27085062883a6bd233010febc4aeb50d6985279765/TWC_Hero_2560x1440.gif" data-mid="220319711" border="0" src="https://freight.cargo.site/w/1000/i/5730d19720a85c3c9d935b27085062883a6bd233010febc4aeb50d6985279765/TWC_Hero_2560x1440.gif" /> Product Design Design Systems UI/UX Weather impacts nearly every aspect of daily life—from how we travel and exercise to how we sleep, dress, and spend time outdoors. Yet most weather apps remain focused on forecasts and raw information, presenting data without helping people understand what it means for them. The Weather Channel saw an opportunity to evolve beyond forecasting and become a more meaningful part of people's daily lives. Instrument partnered with the company to reimagine its mobile experience and digital brand, transforming the product from a forecasting utility into a more intuitive, human-centered platform—one that combined trusted weather data with storytelling, wellness insights, and contextual guidance to help people better navigate their day. Download the App&nbsp;︎︎︎ <img width="1920" height="1140" width_o="1920" height_o="1140" data-src="https://freight.cargo.site/t/original/i/d5ab97c894bd4ab402a96bcecf5fdaa76408b884faadcf2f1a773561203c38e8/TWC-Key-Screens---TRIM.gif" data-mid="218001209" border="0" src="https://freight.cargo.site/w/1000/i/d5ab97c894bd4ab402a96bcecf5fdaa76408b884faadcf2f1a773561203c38e8/TWC-Key-Screens---TRIM.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/b82a188757e4b50410bef0ad190db19700a94016909cd68e0d2afd75ca779c84/TWC_AppIcon.png" data-mid="217980341" border="0" src="https://freight.cargo.site/w/1000/i/b82a188757e4b50410bef0ad190db19700a94016909cd68e0d2afd75ca779c84/TWC_AppIcon.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/4d4a551adf018092d7d73ed75f658e51f750ca9607cceb15705d1e922f65cdc1/TWC_Typography.gif" data-mid="217979630" border="0" src="https://freight.cargo.site/w/1000/i/4d4a551adf018092d7d73ed75f658e51f750ca9607cceb15705d1e922f65cdc1/TWC_Typography.gif" /> <img width="2048" height="1366" width_o="2048" height_o="1366" data-src="https://freight.cargo.site/t/original/i/1eeca6f9f26f43f2bb2b2483e5bf647e8d4ed17a4205c03ff42507a77e9f652b/iPhone_Bench.jpg" data-mid="217979580" border="0" src="https://freight.cargo.site/w/1000/i/1eeca6f9f26f43f2bb2b2483e5bf647e8d4ed17a4205c03ff42507a77e9f652b/iPhone_Bench.jpg" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/96badfa9c681de78dfb94cf9a579beb0b9644ee478143f4c0ceced0a4da51106/TWC-Color-Palette.png" data-mid="218003795" border="0" src="https://freight.cargo.site/w/1000/i/96badfa9c681de78dfb94cf9a579beb0b9644ee478143f4c0ceced0a4da51106/TWC-Color-Palette.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/e4fbdc53cc3bcf3b340a40354320667a7e22a80299c7035af5bc5174c75ec530/TWC-Location-Search.gif" data-mid="217987445" border="0" src="https://freight.cargo.site/w/1000/i/e4fbdc53cc3bcf3b340a40354320667a7e22a80299c7035af5bc5174c75ec530/TWC-Location-Search.gif" /> A More Human Forecast The redesign embraced the full spectrum of weather, moving beyond charts and forecasts to become something users could experience and understand, not simply observe. Live conditions became an integral part of the interface, while a refined visual system brought greater warmth, clarity, and adaptability across the product. The result was a modernized experience that felt less like a utility and more like a trusted daily companion. <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/c1c92d4d74a74580aee368e886e6e9e262c7e6606b99f47c1a45652e44e91396/TWC---Weather-Screens.png" data-mid="217982560" border="0" src="https://freight.cargo.site/w/1000/i/c1c92d4d74a74580aee368e886e6e9e262c7e6606b99f47c1a45652e44e91396/TWC---Weather-Screens.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/c01d199985e86684494edd016981a0bc2e08aa7e5c64d59233929d2b15da4f7c/TWC-Hurrican-Tracker.png" data-mid="217983360" border="0" src="https://freight.cargo.site/w/1000/i/c01d199985e86684494edd016981a0bc2e08aa7e5c64d59233929d2b15da4f7c/TWC-Hurrican-Tracker.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/18d918a3ead54aabf3703e070df396c6ae17d023b9e2a2613fe5e498df2c1b92/TWC_Widget_Rain.gif" data-mid="217980501" border="0" src="https://freight.cargo.site/w/1000/i/18d918a3ead54aabf3703e070df396c6ae17d023b9e2a2613fe5e498df2c1b92/TWC_Widget_Rain.gif" /> <img width="2800" height="1550" width_o="2800" height_o="1550" data-src="https://freight.cargo.site/t/original/i/443362ded54662d86d0ed44afc2d25b89ab3b51652945b66ac3976ea5fd04062/TWC-Editorial-Content.png" data-mid="217981716" border="0" src="https://freight.cargo.site/w/1000/i/443362ded54662d86d0ed44afc2d25b89ab3b51652945b66ac3976ea5fd04062/TWC-Editorial-Content.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/a8f9183def579d33460c71a64c681df1c5c366664e4e4e55e7ad76d1ae2728c2/TWC-Weather-Conditions.gif" data-mid="217996911" border="0" src="https://freight.cargo.site/w/1000/i/a8f9183def579d33460c71a64c681df1c5c366664e4e4e55e7ad76d1ae2728c2/TWC-Weather-Conditions.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/85847832ed9182167ea325fc61f8797115be3ce0d0c10c3a191f0ab3fb4410ca/TWC-Widgets.png" data-mid="218340643" border="0" src="https://freight.cargo.site/w/1000/i/85847832ed9182167ea325fc61f8797115be3ce0d0c10c3a191f0ab3fb4410ca/TWC-Widgets.png" /> Storytelling &amp; Wellness Weather doesn't just influence conditions—it influences how we feel. To help users better understand the relationship between weather and everyday life, we introduced editorial storytelling and wellness-focused experiences throughout the product. From allergies and sleep quality to outdoor activity and seasonal health, the platform evolved from reporting weather to helping users understand its impact, expanding The Weather Channel's role from a forecasting service to a daily wellbeing companion. <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/3a1c9db04f89bc0c6db29b5cb6bd9fd6834490683216c173693b2e9b819fe068/TWC-Wellness-Screens.png" data-mid="217982562" border="0" src="https://freight.cargo.site/w/1000/i/3a1c9db04f89bc0c6db29b5cb6bd9fd6834490683216c173693b2e9b819fe068/TWC-Wellness-Screens.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/6d9c9d2762fed06223308501d6cb71b98acf6a4d9561acfbd402adfb84525eb0/TWC-Wellness-Cards.png" data-mid="217981725" border="0" src="https://freight.cargo.site/w/1000/i/6d9c9d2762fed06223308501d6cb71b98acf6a4d9561acfbd402adfb84525eb0/TWC-Wellness-Cards.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/9d0472378489b44ee3661217254a7a5bf5f62184818ce06b5d4358a017f9a834/TWC-Wellness-Sleep-Card.png" data-mid="217981728" border="0" src="https://freight.cargo.site/w/1000/i/9d0472378489b44ee3661217254a7a5bf5f62184818ce06b5d4358a017f9a834/TWC-Wellness-Sleep-Card.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/92a8c6fffd845ac362822680d7e8c9ed3fd181703aee3b3930f43dd11c38d470/TWC-Wellness-Collage.png" data-mid="217981726" border="0" src="https://freight.cargo.site/w/1000/i/92a8c6fffd845ac362822680d7e8c9ed3fd181703aee3b3930f43dd11c38d470/TWC-Wellness-Collage.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/0ba1127e77cb2f78eb9dd6738fd2f6490cb20640989043460383eb9933c24662/TWC-Skincare.png" data-mid="217981721" border="0" src="https://freight.cargo.site/w/1000/i/0ba1127e77cb2f78eb9dd6738fd2f6490cb20640989043460383eb9933c24662/TWC-Skincare.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/d33a350db74dc757bf9507e6e50d197e06cacbaf01a959f7b4a2c44afcd3534c/TWC-Editorial-Carousel.gif" data-mid="217988431" border="0" src="https://freight.cargo.site/w/1000/i/d33a350db74dc757bf9507e6e50d197e06cacbaf01a959f7b4a2c44afcd3534c/TWC-Editorial-Carousel.gif" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/7a1837734eb7b96e68832a280e84333384e8a5808f9004c85f3e2d230e4824ea/TWC-Icons-Dark.png" data-mid="218340654" border="0" src="https://freight.cargo.site/w/1000/i/7a1837734eb7b96e68832a280e84333384e8a5808f9004c85f3e2d230e4824ea/TWC-Icons-Dark.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/83908d87ca6e203603b37029b97724b7a4742aa710cdb96f8f4e95159869da66/TWC-Warning.png" data-mid="217981723" border="0" src="https://freight.cargo.site/w/1000/i/83908d87ca6e203603b37029b97724b7a4742aa710cdb96f8f4e95159869da66/TWC-Warning.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/80bc8aeef6bcf514cd6cd8b5adadac373fa17fab598ab9b36ffb59cce4fa36f8/TWC-Type-List.png" data-mid="218340641" border="0" src="https://freight.cargo.site/w/1000/i/80bc8aeef6bcf514cd6cd8b5adadac373fa17fab598ab9b36ffb59cce4fa36f8/TWC-Type-List.png" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/f1aa5e49d0816c413d0d4b30e2e7af8562d1d3d3950a5914da0991512b429964/TWC_iPhone_News.jpg" data-mid="217981732" border="0" src="https://freight.cargo.site/w/1000/i/f1aa5e49d0816c413d0d4b30e2e7af8562d1d3d3950a5914da0991512b429964/TWC_iPhone_News.jpg" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/57de2b13ca04f35eb29e3a04accc2db98d69494c59387de118eda5d5663a192a/Weather-Pills.gif" data-mid="217996907" border="0" src="https://freight.cargo.site/w/1000/i/57de2b13ca04f35eb29e3a04accc2db98d69494c59387de118eda5d5663a192a/Weather-Pills.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/c98444c7959bb3d543cf7b803d6a5a788ae8d7d5947d587e9319883a97342817/TWC-Homescreen-Wellbeing.png" data-mid="218003715" border="0" src="https://freight.cargo.site/w/1000/i/c98444c7959bb3d543cf7b803d6a5a788ae8d7d5947d587e9319883a97342817/TWC-Homescreen-Wellbeing.png" /> Credits Agency Instrument Role Associate Design Director Creative Direction Savannah Holder Design Alexa Martinez, Paulo Garcia Strategy Mae Beerman Index Next︎ https://gustavholtz.com/The-Butcher-Shop Tue, 03 Mar 2020 03:17:24 +0000 Gustav Holtz https://gustavholtz.com/The-Butcher-Shop Amazon Prime Video / The Boys Building a World Worth Believing <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/f841dc760aa33bdc3e40da38e73fedd9c5a0621bc703a8ff4373660bce809c67/Gustav_Holtz_Amazon_Butcher_Shop_Storefront.jpg" data-mid="127824714" border="0" src="https://freight.cargo.site/w/1000/i/f841dc760aa33bdc3e40da38e73fedd9c5a0621bc703a8ff4373660bce809c67/Gustav_Holtz_Amazon_Butcher_Shop_Storefront.jpg" /> Experiential World-Building Brand Identity To promote Prime Video's hit series The Boys, AKQA Portland partnered with chef Ludo Lefebvre to bring one of the show's most recognizable fictional locations into the real world. Rather than creating a traditional marketing activation, the team set out to transform a non-descript retail space into a fully immersive dining experience straight out of the world of The Boys. Enter The Butcher Shop. To make that world believable, we developed the Butcher Shop brand from the ground up. Inspired by Billy Butcher's unapologetic attitude and anti-superhero ethos, the identity system combined gritty typography, propaganda-inspired graphics, and a healthy dose of irreverence. The result was a cohesive brand world that extended across every touchpoint—from menus and packaging to signage, merchandise, and the physical environment itself. <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/cf724c50ef3c2806ffcde5d9dec37a73188a931d672eafe0c04e56e1353f64ca/Gustav_Holtz_Amazon_Butcher_Shop_Posters.png" data-mid="127824709" border="0" src="https://freight.cargo.site/w/1000/i/cf724c50ef3c2806ffcde5d9dec37a73188a931d672eafe0c04e56e1353f64ca/Gustav_Holtz_Amazon_Butcher_Shop_Posters.png" /><img width="2200" height="1238" width_o="2200" height_o="1238" data-src="https://freight.cargo.site/t/original/i/a95f7849e3afe47a47b6ecf712978b82ca2eb3844c28e12ad062ede9b14c4644/Gustav_Holtz_Amazon_Butcher_Shop_Butcher_Shop_Coasters.jpg" data-mid="127824700" border="0" src="https://freight.cargo.site/w/1000/i/a95f7849e3afe47a47b6ecf712978b82ca2eb3844c28e12ad062ede9b14c4644/Gustav_Holtz_Amazon_Butcher_Shop_Butcher_Shop_Coasters.jpg" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/4ce27d005c73402fdf5ddc8ab6cdb8d598ec40581c7f5a96b5f0325698b9c9b1/Gustav_Holtz_Amazon_Butcher_Shop_Menus.jpg" data-mid="127824707" border="0" src="https://freight.cargo.site/w/1000/i/4ce27d005c73402fdf5ddc8ab6cdb8d598ec40581c7f5a96b5f0325698b9c9b1/Gustav_Holtz_Amazon_Butcher_Shop_Menus.jpg" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/937b352b4a0f496fe5443cffad594f408050b76488b4ac7ad085f6030229a53f/Gustav_Holtz_Amazon_Butcher_Shop_Deli_Tickets.jpg" data-mid="127824702" border="0" src="https://freight.cargo.site/w/1000/i/937b352b4a0f496fe5443cffad594f408050b76488b4ac7ad085f6030229a53f/Gustav_Holtz_Amazon_Butcher_Shop_Deli_Tickets.jpg" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/7ff60d07ff675eb103b41df4b86fa5adc1bbe2c3af1e5e56658f03cbf4551e72/Gustav_Holtz_Amazon_Butcher_Shop_Klepto_Products.png" data-mid="127824705" border="0" src="https://freight.cargo.site/w/1000/i/7ff60d07ff675eb103b41df4b86fa5adc1bbe2c3af1e5e56658f03cbf4551e72/Gustav_Holtz_Amazon_Butcher_Shop_Klepto_Products.png" /> The DetailsTo bring Butcher Shop into the real world, we first needed to establish a visual identity that felt as if it had been pulled directly from The Boys universe. Inspired by Billy Butcher's blunt attitude and anti-superhero worldview, we developed a gritty, no-frills brand built around bold typography, distressed textures, propaganda-inspired graphics, and a healthy dose of irreverence. From menus, packaging, and loyalty cards to in-store products, signage, and promotional ephemera, every touchpoint was designed to deepen the fiction and reward fans willing to look a little closer—transforming the brand from a visual identity into a fully realized place. <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/7b50d21dbb499d93492a4ac437a343e4b80cf5d0d28ec867ead8b31ad7ab206d/Gustav_Holtz_Amazon_Butcher_Shop_Print_Collateral.jpg" data-mid="127824710" border="0" src="https://freight.cargo.site/w/1000/i/7b50d21dbb499d93492a4ac437a343e4b80cf5d0d28ec867ead8b31ad7ab206d/Gustav_Holtz_Amazon_Butcher_Shop_Print_Collateral.jpg" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/1ef6a417fcefa149854878a9017333634ecde76b5a13614256b1db0b332a8efe/Gustav_Holtz_Amazon_Butcher_Shop_Wheatpaste.png" data-mid="127824716" border="0" src="https://freight.cargo.site/w/1000/i/1ef6a417fcefa149854878a9017333634ecde76b5a13614256b1db0b332a8efe/Gustav_Holtz_Amazon_Butcher_Shop_Wheatpaste.png" /> <img width="2500" height="2500" width_o="2500" height_o="2500" data-src="https://freight.cargo.site/t/original/i/103ef1aabb27beec9c23e0085b92f3aeabfe302b7f61814e02d6d93084b06df8/Gustav_Holtz_Amazon_Butcher_Shop_Storefront_Wide.jpg" data-mid="128434173" border="0" src="https://freight.cargo.site/w/1000/i/103ef1aabb27beec9c23e0085b92f3aeabfe302b7f61814e02d6d93084b06df8/Gustav_Holtz_Amazon_Butcher_Shop_Storefront_Wide.jpg" /> OpeningShopThe project culminated in a fully immersive pop-up experience in Los Angeles. Every element—from the storefront and interiors to the products, staff, and environmental graphics—worked together to blur the line between fiction and reality. What began as a promotional activation became a tangible extension of The Boys universe, inviting fans to step inside a world they had previously only experienced on screen. <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/1392f678fd462576927cd3276dfaee182b8723baba42fd0cf015fde8c52c628d/Gustav_Holtz_Amazon_Butcher_Shop_Construction.jpg" data-mid="127824701" border="0" src="https://freight.cargo.site/w/1000/i/1392f678fd462576927cd3276dfaee182b8723baba42fd0cf015fde8c52c628d/Gustav_Holtz_Amazon_Butcher_Shop_Construction.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/e28524d87e765a28c4dd0856b620090e35c0cd52968829a6c51d0811254dfeef/Gustav_Holtz_Amazon_Butcher_Shop_Entry.jpg" data-mid="127824703" border="0" src="https://freight.cargo.site/w/1000/i/e28524d87e765a28c4dd0856b620090e35c0cd52968829a6c51d0811254dfeef/Gustav_Holtz_Amazon_Butcher_Shop_Entry.jpg" /> <img width="1500" height="2250" width_o="1500" height_o="2250" data-src="https://freight.cargo.site/t/original/i/615b4d666f54476fdb3b2537b05a18c046c4220f858c21cec79af4e222c827a9/Gustav_Holtz_Amazon_Butcher_Shop_Signage.jpg" data-mid="127824712" border="0" src="https://freight.cargo.site/w/1000/i/615b4d666f54476fdb3b2537b05a18c046c4220f858c21cec79af4e222c827a9/Gustav_Holtz_Amazon_Butcher_Shop_Signage.jpg" /> <img width="1500" height="2250" width_o="1500" height_o="2250" data-src="https://freight.cargo.site/t/original/i/bb511665bb69495417c649ce714d04c5f3efc7430e037ca108b0f398e7a1314c/Gustav_Holtz_Amazon_Butcher_Shop_Alleyway_Signage.jpg" data-mid="127824699" border="0" src="https://freight.cargo.site/w/1000/i/bb511665bb69495417c649ce714d04c5f3efc7430e037ca108b0f398e7a1314c/Gustav_Holtz_Amazon_Butcher_Shop_Alleyway_Signage.jpg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/2db3eed2d834fb389ec431b81726ec697b9cae6fdcf9103faf26297730fa331d/Gustav_Holtz_Amazon_Butcher_Shop_Ludo.jpg" data-mid="127824706" border="0" src="https://freight.cargo.site/w/1000/i/2db3eed2d834fb389ec431b81726ec697b9cae6fdcf9103faf26297730fa331d/Gustav_Holtz_Amazon_Butcher_Shop_Ludo.jpg" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/bd03c4aa2bfcb843d39b0522e53e969bb5db48ecbba1d6a9173965f164fb5951/Gustav_Holtz_Amazon_Butcher_Shop_Fuckin_Enjoy_Neon.jpg" data-mid="127824704" border="0" src="https://freight.cargo.site/w/1000/i/bd03c4aa2bfcb843d39b0522e53e969bb5db48ecbba1d6a9173965f164fb5951/Gustav_Holtz_Amazon_Butcher_Shop_Fuckin_Enjoy_Neon.jpg" /><img width="3000" height="2000" width_o="3000" height_o="2000" data-src="https://freight.cargo.site/t/original/i/254568f06ab7f87ad06c229a9594baffd9e046c4fe83c42947402e6aed2b27a4/Amazon_Prime_Butcher-Shop_Menu-Board.jpg" data-mid="238442695" border="0" src="https://freight.cargo.site/w/1000/i/254568f06ab7f87ad06c229a9594baffd9e046c4fe83c42947402e6aed2b27a4/Amazon_Prime_Butcher-Shop_Menu-Board.jpg" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/9bba02cb30f14d0748bb430ef18b024b3300409f8c98e4de9f72419efa6918dd/Gustav_Holtz_Amazon_Butcher_Shop_Alley.jpg" data-mid="127824698" border="0" src="https://freight.cargo.site/w/1000/i/9bba02cb30f14d0748bb430ef18b024b3300409f8c98e4de9f72419efa6918dd/Gustav_Holtz_Amazon_Butcher_Shop_Alley.jpg" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/bfdc4049a4cf67e04eeca5df8a0eaf796228fc64cd9d348cd26e2fa9c4b8606f/Gustav_Holtz_Amazon_Butcher_Shop_Tip_Jar.jpg" data-mid="127824715" border="0" src="https://freight.cargo.site/w/1000/i/bfdc4049a4cf67e04eeca5df8a0eaf796228fc64cd9d348cd26e2fa9c4b8606f/Gustav_Holtz_Amazon_Butcher_Shop_Tip_Jar.jpg" /><img width="2500" height="1406" width_o="2500" height_o="1406" data-src="https://freight.cargo.site/t/original/i/f46921ae60f04983c6c5f56a55c0e8bc7b69f3f995869b77cb043da2faad5182/Gustav_Holtz_Amazon_Butcher_Shop_Sandwich_Bag.jpg" data-mid="127824711" border="0" src="https://freight.cargo.site/w/1000/i/f46921ae60f04983c6c5f56a55c0e8bc7b69f3f995869b77cb043da2faad5182/Gustav_Holtz_Amazon_Butcher_Shop_Sandwich_Bag.jpg" /> Credits Agency AKQA Role Design Lead Creative Direction Riaad van der Merwe Copywriting Sammi Chancey Design Sandra Zhovner, Osamu Akatsu Strategy Pierre-Axel Pejouan Recognition Bronze Clio Index&nbsp; Next︎ https://gustavholtz.com/Shopify-Collabs Tue, 09 Sep 2025 05:44:21 +0000 Gustav Holtz https://gustavholtz.com/Shopify-Collabs Shopify / Collabs A Brand for Every Creator <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/dcf9d6fbc8bf44b7177f2bad391f10d73bebefb58ed052ee1d63da9f275e322b/Shopify_Collabs_Logo_Arrow.gif" data-mid="238010533" border="0" src="https://freight.cargo.site/w/1000/i/dcf9d6fbc8bf44b7177f2bad391f10d73bebefb58ed052ee1d63da9f275e322b/Shopify_Collabs_Logo_Arrow.gif" /> Brand Strategy Illustration Identity Systems The creator economy has matured far beyond its influencer roots. Today, creators of every size—from fashion tastemakers and beauty experts to niche hobbyists and educators—are building businesses around their audiences. Yet many of the tools designed to support them still cater to a narrow vision of what a creator looks like. Shopify Collabs is an affiliate marketing platform that helps creators discover brands, promote products, earn commissions, and manage partnerships—all in one place. As the platform grew, its audience expanded far beyond the creators the original identity was designed for. Shopify partnered with Instrument to reimagine the Collabs brand with two goals in mind: create a stronger connection to Shopify's broader ecosystem while building a flexible identity system capable of supporting an increasingly diverse creator community. The result is a playful, minimalist visual language that puts creators—not the platform—at the center of the story. <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/1f22fb357a2856a8943d6bcea86acf24d3483439022afd45d846a03e85049760/Shopify_Collabs_Logo_Flower.gif" data-mid="238011032" border="0" src="https://freight.cargo.site/w/1000/i/1f22fb357a2856a8943d6bcea86acf24d3483439022afd45d846a03e85049760/Shopify_Collabs_Logo_Flower.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/823b1db5050034cb1f5e0518f02ef22dd85ce3abd281eb4555eb0ed999748c05/Shopify-Collabs-08.png" data-mid="237996411" border="0" src="https://freight.cargo.site/w/1000/i/823b1db5050034cb1f5e0518f02ef22dd85ce3abd281eb4555eb0ed999748c05/Shopify-Collabs-08.png" /> <img width="2800" height="1867" width_o="2800" height_o="1867" data-src="https://freight.cargo.site/t/original/i/2d08771574055ee8c4db3b8fa7efc2ff90f4d1f97648b02ea7695384028b79aa/Collabs_Hero_Laptop.gif" data-mid="238010536" border="0" src="https://freight.cargo.site/w/1000/i/2d08771574055ee8c4db3b8fa7efc2ff90f4d1f97648b02ea7695384028b79aa/Collabs_Hero_Laptop.gif" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/032658891bf8bd7ed74250a773eb111d2639233ef6503334ba83cb327f84cbc8/Shopify-Collabs-05.png" data-mid="237996404" border="0" src="https://freight.cargo.site/w/1000/i/032658891bf8bd7ed74250a773eb111d2639233ef6503334ba83cb327f84cbc8/Shopify-Collabs-05.png" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/d3e935ab95fc89abf12ecc7181460ee22e45306b5f542d29e3b1e698b2da7622/Shopify-Collabs-06.png" data-mid="237996406" border="0" src="https://freight.cargo.site/w/1000/i/d3e935ab95fc89abf12ecc7181460ee22e45306b5f542d29e3b1e698b2da7622/Shopify-Collabs-06.png" /><img width="2880" height="1658" width_o="2880" height_o="1658" data-src="https://freight.cargo.site/t/original/i/56beb0375f007804383ff124576edaaf3922fa4c2b3102301ff557990fc4bf0f/Shopify_Collabs_Conference_Screen.gif" data-mid="238011005" border="0" src="https://freight.cargo.site/w/1000/i/56beb0375f007804383ff124576edaaf3922fa4c2b3102301ff557990fc4bf0f/Shopify_Collabs_Conference_Screen.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/6fbae936a0e0d74ec728ff6fc9d4be04ac2bb91e3eb0991e994ab35b6bcd6965/Shopify-Collabs-01.png" data-mid="237996397" border="0" src="https://freight.cargo.site/w/1000/i/6fbae936a0e0d74ec728ff6fc9d4be04ac2bb91e3eb0991e994ab35b6bcd6965/Shopify-Collabs-01.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/a782a904223c53766f775cd15f23ae2c00eb971b8944d2c5b8142841dc3ac50c/Shopify_Collabs_Tote.png" data-mid="238058710" border="0" src="https://freight.cargo.site/w/1000/i/a782a904223c53766f775cd15f23ae2c00eb971b8944d2c5b8142841dc3ac50c/Shopify_Collabs_Tote.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/4e7f9a6aa21580f7223cbf9f5bc2612d1aa525fa7a1b7f057cf6e751892be6e8/Shopify-Collabs-04.png" data-mid="237996403" border="0" src="https://freight.cargo.site/w/1000/i/4e7f9a6aa21580f7223cbf9f5bc2612d1aa525fa7a1b7f057cf6e751892be6e8/Shopify-Collabs-04.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/00f0f9415964a80aa3ad549ae6ab6c958d5b2813bb2d6ebd42b577c2df19bcc7/Shopify_Collabs_Hoodie.png" data-mid="238061430" border="0" src="https://freight.cargo.site/w/1000/i/00f0f9415964a80aa3ad549ae6ab6c958d5b2813bb2d6ebd42b577c2df19bcc7/Shopify_Collabs_Hoodie.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/ca144039d79a513e16c292fb16022e383de58a862ff118511c548816e4a9a17d/Shopify_Collabs_Type_Slider.gif" data-mid="238011002" border="0" src="https://freight.cargo.site/w/1000/i/ca144039d79a513e16c292fb16022e383de58a862ff118511c548816e4a9a17d/Shopify_Collabs_Type_Slider.gif" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/d1a42efbe145826e867bc0c7ff211f43749e873a68299699752043765421aa37/Shopify-Collabs-02.png" data-mid="237996399" border="0" src="https://freight.cargo.site/w/1000/i/d1a42efbe145826e867bc0c7ff211f43749e873a68299699752043765421aa37/Shopify-Collabs-02.png" /> Credits Agency Instrument Role Associate Design Director Creative Direction John Conroy Design Brandon Marshall Illustration Todd Quackenbush Motion Design Greg Browe Strategy Catherine Kim Index Next︎ https://gustavholtz.com/US-Soccer-Digital-Ecosystem Sat, 07 Mar 2020 07:43:42 +0000 Gustav Holtz https://gustavholtz.com/US-Soccer-Digital-Ecosystem U.S. Soccer Federation Building a Digital Home for U.S. Soccer <img width="2400" height="1365" width_o="2400" height_o="1365" data-src="https://freight.cargo.site/t/original/i/bad978ec34011eb6216fbd0ce59b9c7e7f8b46b9af96cc4e3e6ecde845535c35/US-Soccer-App-Hero.png" data-mid="221753106" border="0" src="https://freight.cargo.site/w/1000/i/bad978ec34011eb6216fbd0ce59b9c7e7f8b46b9af96cc4e3e6ecde845535c35/US-Soccer-App-Hero.png" /> Product Design Design Systems UI/UX As the governing body of soccer in the United States, U.S. Soccer oversees a vast ecosystem of teams, players, competitions, and fans. Yet despite its growing digital presence, the organization lacked a dedicated mobile experience capable of bringing those worlds together. Ahead of the 2019 FIFA Women's World Cup, AKQA partnered with U.S. Soccer to define and design the federation's first native mobile app while helping establish the foundation for a broader digital ecosystem. Starting with little more than a logo, color palette, and typeface, we developed a comprehensive digital design language inspired by the geometry of the U.S. Soccer crest and the visual heritage of the American flag. Designed around the moments when fan engagement peaks, the app focused on the live match experience—providing real-time statistics, match visualizations, player stories, replays, and deeper context for supporters following along at home. The result was a scalable system capable of supporting the app, website, marketing, and any future digital experiences across the organization. Download the app&nbsp;︎ <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/6d3a6a63ded79383803ed79e7628ea1d1041ab5eaac3dec5c3e1f1cb99a489c9/US-Soccer-App-Icon.png" data-mid="221196442" border="0" src="https://freight.cargo.site/w/1000/i/6d3a6a63ded79383803ed79e7628ea1d1041ab5eaac3dec5c3e1f1cb99a489c9/US-Soccer-App-Icon.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/7bcd81cd5c29d94be6dc2318ad492739163e55c8dbf7b7d54afe6cddf9eccadd/US-Soccer-App-Match-Fact-Card.png" data-mid="221230268" border="0" src="https://freight.cargo.site/w/1000/i/7bcd81cd5c29d94be6dc2318ad492739163e55c8dbf7b7d54afe6cddf9eccadd/US-Soccer-App-Match-Fact-Card.png" /> <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/198f294fd41cd32d0dce742ab8983cf5ff15ee496c138c2ac7beacda619470db/Gustav-Holtz-Design-US-Soccer-App-Home-Feed.png" data-mid="127825751" border="0" src="https://freight.cargo.site/w/1000/i/198f294fd41cd32d0dce742ab8983cf5ff15ee496c138c2ac7beacda619470db/Gustav-Holtz-Design-US-Soccer-App-Home-Feed.png" /> Designing for Match Day Research revealed that fan engagement peaks during live matches, making match day the most important moment in the U.S. Soccer fan journey. Rather than treating live scores and statistics as supporting content, we built the experience around them—creating a richer second-screen companion for fans watching from home. Live match centers, lineups, player data, statistics, and editorial storytelling worked together to provide deeper context and a more immersive understanding of the game. The result was a fan-first experience designed to strengthen engagement before, during, and after every match. <img width="2400" height="1365" width_o="2400" height_o="1365" data-src="https://freight.cargo.site/t/original/i/8001c9a0dececc528a74324a6cb64d857b61924df245d22acd7ddae285732800/US-Soccer-App-Banner.png" data-mid="221196575" border="0" src="https://freight.cargo.site/w/1000/i/8001c9a0dececc528a74324a6cb64d857b61924df245d22acd7ddae285732800/US-Soccer-App-Banner.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/a447831792a5a5838d93e70f26e998288b993d61f1381ca52f398e812c154588/US-Soccer-App-Carli-Lloyd.png" data-mid="221196440" border="0" src="https://freight.cargo.site/w/1000/i/a447831792a5a5838d93e70f26e998288b993d61f1381ca52f398e812c154588/US-Soccer-App-Carli-Lloyd.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/6a57bb0ca87a60e12bfe514872287bf3365e1664df11f61ccdc04a11b3718f62/US-Soccer-App-Components.png" data-mid="221196441" border="0" src="https://freight.cargo.site/w/1000/i/6a57bb0ca87a60e12bfe514872287bf3365e1664df11f61ccdc04a11b3718f62/US-Soccer-App-Components.png" /> <img width="2400" height="1680" width_o="2400" height_o="1680" data-src="https://freight.cargo.site/t/original/i/550d28a8d87d125fdfcfcf200165355d880bb3b5d95fdb36ee41a242184c1910/Gustav-Holtz-Design-US-Soccer-App-Match-Feed.png" data-mid="127825753" border="0" src="https://freight.cargo.site/w/1000/i/550d28a8d87d125fdfcfcf200165355d880bb3b5d95fdb36ee41a242184c1910/Gustav-Holtz-Design-US-Soccer-App-Match-Feed.png" /><img width="2400" height="1365" width_o="2400" height_o="1365" data-src="https://freight.cargo.site/t/original/i/76b9a67b37ec815eafdee1eb800b1f45f8764481eb1129ed239a3672aa0b74a6/US-Soccer-App-Content-Cards.png" data-mid="221196538" border="0" src="https://freight.cargo.site/w/1000/i/76b9a67b37ec815eafdee1eb800b1f45f8764481eb1129ed239a3672aa0b74a6/US-Soccer-App-Content-Cards.png" /> A System Beyond the App While the native app served as the centerpiece of the project, the broader challenge was creating a digital foundation that could scale across U.S. Soccer's entire ecosystem. Modular UI components, content frameworks, and flexible visual patterns enabled consistency across products while accommodating a wide range of content, audiences, and future initiatives. The app debuted ahead of the 2019 FIFA Women's World Cup, helping fans follow the U.S. Women's National Team throughout their World Cup winning run. 🏆 <img width="2400" height="1680" width_o="2400" height_o="1680" data-src="https://freight.cargo.site/t/original/i/3cfb683c0b2873dbdad13d663ec8b144359636160ce2537642226f8b99fb53ec/Gustav-Holtz-Design-US-Soccer-App-Profile.png" data-mid="127825754" border="0" src="https://freight.cargo.site/w/1000/i/3cfb683c0b2873dbdad13d663ec8b144359636160ce2537642226f8b99fb53ec/Gustav-Holtz-Design-US-Soccer-App-Profile.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/d082bfa11ef87a645a6645989454bc12d5246a3cc1436db6f196f0d988273b36/US-Soccer-App-Player-Profile.png" data-mid="221196541" border="0" src="https://freight.cargo.site/w/1000/i/d082bfa11ef87a645a6645989454bc12d5246a3cc1436db6f196f0d988273b36/US-Soccer-App-Player-Profile.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/dd93b1d45fa3bd07a1d34a7ff95f6dbb21f72a28d194c727efbc36060c166060/US-Soccer-App-Crest.png" data-mid="221196539" border="0" src="https://freight.cargo.site/w/1000/i/dd93b1d45fa3bd07a1d34a7ff95f6dbb21f72a28d194c727efbc36060c166060/US-Soccer-App-Crest.png" /> <img width="9000" height="6000" width_o="9000" height_o="6000" data-src="https://freight.cargo.site/t/original/i/0bba9fc7a27de00da4b0c5310c26ca3eccb3ff7f3fc662200b7bce8e97e35897/US_Soccer_Homepage_Laptop.jpg" data-mid="249810809" border="0" src="https://freight.cargo.site/w/1000/i/0bba9fc7a27de00da4b0c5310c26ca3eccb3ff7f3fc662200b7bce8e97e35897/US_Soccer_Homepage_Laptop.jpg" /><img width="2400" height="1365" width_o="2400" height_o="1365" data-src="https://freight.cargo.site/t/original/i/31a80a4cf7ee49940ea991a365afbece793b3909c0df5e085ad7c41c642954ac/US-Soccer-App_Component_Grid.png" data-mid="221230321" border="0" src="https://freight.cargo.site/w/1000/i/31a80a4cf7ee49940ea991a365afbece793b3909c0df5e085ad7c41c642954ac/US-Soccer-App_Component_Grid.png" /> <img width="2400" height="1365" width_o="2400" height_o="1365" data-src="https://freight.cargo.site/t/original/i/f0f74b5586209c7926b698f8048f439a00fb9a2f7ac680be4e6029c4082f2d60/US-Soccer-App-World-Cup-Celebration.png" data-mid="221196542" border="0" src="https://freight.cargo.site/w/1000/i/f0f74b5586209c7926b698f8048f439a00fb9a2f7ac680be4e6029c4082f2d60/US-Soccer-App-World-Cup-Celebration.png" /> Credits Agency AKQA Role Design Lead Creative Direction Dom Murphy Design Osamu Akatsu,&nbsp;Carlo Clerci, Sandra Zhovner UX Direction Ivan McClellan UX Design Mark Wyner, Daniel Salgado Motion Design Dan Ortiz Recognition Webby / Sports App Index&nbsp; Next︎ https://gustavholtz.com/Dreamforce-2022 Mon, 25 Aug 2025 23:36:32 +0000 Gustav Holtz https://gustavholtz.com/Dreamforce-2022 Salesforce / Dreamforce ‘22 Capturing the Magic of Dreamforce <img width="2560" height="1440" width_o="2560" height_o="1440" data-src="https://freight.cargo.site/t/original/i/fb38e7985d6a20af6fe86ab3d6115397a0a52341bb1e48189bcc5bbcf442c750/DF_iPad_V1.jpg" data-mid="237462946" border="0" src="https://freight.cargo.site/w/1000/i/fb38e7985d6a20af6fe86ab3d6115397a0a52341bb1e48189bcc5bbcf442c750/DF_iPad_V1.jpg" /> Experience Design Event Marketing Digital Dreamforce is more than a conference—it's an annual homecoming for Salesforce's global community of Trailblazers. While the in-person event is known for its energy, spontaneity, and sense of connection, the digital experience struggled to capture that same feeling. Salesforce partnered with Instrument to reimagine the Dreamforce digital brand and registration experience. Our challenge was to translate the excitement and optimism of the live event into a digital-first ecosystem, creating a more engaging experience that celebrated the people, stories, and ideas at the heart of Dreamforce. <img width="1920" height="1136" width_o="1920" height_o="1136" data-src="https://freight.cargo.site/t/original/i/83062cac191e2b86e4cd64d3c0e84449f42f9b76c89ebc09c0c0c6e5f3dbfa10/SF_DF_Hompage_Scroll.gif" data-mid="237762782" border="0" src="https://freight.cargo.site/w/1000/i/83062cac191e2b86e4cd64d3c0e84449f42f9b76c89ebc09c0c0c6e5f3dbfa10/SF_DF_Hompage_Scroll.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/c29b1d905f1cfe3017c775e67a85c7afffbcecc508fa0c4620d8a175df312f86/Content.png" data-mid="237462966" border="0" src="https://freight.cargo.site/w/1000/i/c29b1d905f1cfe3017c775e67a85c7afffbcecc508fa0c4620d8a175df312f86/Content.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/141f02be57574f1bd2c2bed7638b6f6cdd470a6000c7f6f7030798bae8eb19a9/Tote.png" data-mid="237463188" border="0" src="https://freight.cargo.site/w/1000/i/141f02be57574f1bd2c2bed7638b6f6cdd470a6000c7f6f7030798bae8eb19a9/Tote.png" /> <img width="6056" height="4037" width_o="6056" height_o="4037" data-src="https://freight.cargo.site/t/original/i/933ac3682c7b4306566b2146d6c88c5310e7ba8a6baa3ada4e329065c1bf0093/Hero_Laptop_V2.jpg" data-mid="237462950" border="0" src="https://freight.cargo.site/w/1000/i/933ac3682c7b4306566b2146d6c88c5310e7ba8a6baa3ada4e329065c1bf0093/Hero_Laptop_V2.jpg" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/7a573fcf7fdcc7439df3e242315107dcb565c40e29ab9c5c0c4e35e0b08798a8/Well-Being.png" data-mid="237463024" border="0" src="https://freight.cargo.site/w/1000/i/7a573fcf7fdcc7439df3e242315107dcb565c40e29ab9c5c0c4e35e0b08798a8/Well-Being.png" /> Spotlighting our heroes At the heart of Dreamforce is its community. The overarching theme for the digital experience shined a light on the people who make the event special—from Salesforce employees and customers to keynote speakers, Trailblazers, and beloved brand characters. The metaphor of a spotlight was applied throughout the registration experience, using large cropped shapes to reveal individuals and scenes from the in-person event. Combined with a bright, energetic color palette and flexible design system, the visual language helped translate the excitement of Dreamforce into a scalable digital experience spanning the website, mobile app, event communications, and supporting products. <img width="2800" height="1750" width_o="2800" height_o="1750" data-src="https://freight.cargo.site/t/original/i/8ccec11848f21a1dee179dc1b80657285cdde8c3bd5527fb1be01810581605e7/SF_DF_Sticker_Animation_LG.gif" data-mid="237762790" border="0" src="https://freight.cargo.site/w/1000/i/8ccec11848f21a1dee179dc1b80657285cdde8c3bd5527fb1be01810581605e7/SF_DF_Sticker_Animation_LG.gif" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/a183e0b90260a1d925953d42a5a9b029074a38a3b58f13ee386bdaf24ec9b908/Dreamforce22_Icons.png" data-mid="237762764" border="0" src="https://freight.cargo.site/w/1000/i/a183e0b90260a1d925953d42a5a9b029074a38a3b58f13ee386bdaf24ec9b908/Dreamforce22_Icons.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/e754741be3c712ac534105daf2c1581518c0242e3ebb258a258ebdb8f608a3f8/SF_SF_Button-Hover.gif" data-mid="237762779" border="0" src="https://freight.cargo.site/w/1000/i/e754741be3c712ac534105daf2c1581518c0242e3ebb258a258ebdb8f608a3f8/SF_SF_Button-Hover.gif" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/369e3fba9014b45a3ca15267f3982326333586199c978080015ed7021beacfcb/Event_Gallery.png" data-mid="237463021" border="0" src="https://freight.cargo.site/w/1000/i/369e3fba9014b45a3ca15267f3982326333586199c978080015ed7021beacfcb/Event_Gallery.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/a09930e5e7cb130110354550ebfb857d743c4943bda3b1b6a2be86d589d7d878/DF_Event_Photo_1.png" data-mid="237463020" border="0" src="https://freight.cargo.site/w/1000/i/a09930e5e7cb130110354550ebfb857d743c4943bda3b1b6a2be86d589d7d878/DF_Event_Photo_1.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/88dd14da3887c76423299ed579f9d0286dee8c455ac6ca0a09a92bad221ffd6c/Laptop_Stickers.png" data-mid="237463219" border="0" src="https://freight.cargo.site/w/1000/i/88dd14da3887c76423299ed579f9d0286dee8c455ac6ca0a09a92bad221ffd6c/Laptop_Stickers.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/f4eff2ada214e6da2e041ae81422c757c33a0ce62e0e94afab95ff123aa1bd9e/Why_Attend.png" data-mid="237762766" border="0" src="https://freight.cargo.site/w/1000/i/f4eff2ada214e6da2e041ae81422c757c33a0ce62e0e94afab95ff123aa1bd9e/Why_Attend.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/1f28bff11b861dcb90694e10e9a8d6722e81fbb249a73fa5f3a2a7d2b3282e41/ID-Badge.png" data-mid="237463187" border="0" src="https://freight.cargo.site/w/1000/i/1f28bff11b861dcb90694e10e9a8d6722e81fbb249a73fa5f3a2a7d2b3282e41/ID-Badge.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/95d32f81ab1a28ce294648e5dc2b9ceb79171d44aa54566ad166450f23f9551b/Content-1.png" data-mid="237462965" border="0" src="https://freight.cargo.site/w/1000/i/95d32f81ab1a28ce294648e5dc2b9ceb79171d44aa54566ad166450f23f9551b/Content-1.png" /> <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/d21e8b9c90393a3497d53211274d498d852cbf2abf4fd46f5ff50032337d3c8d/See_You_There.png" data-mid="237463023" border="0" src="https://freight.cargo.site/w/1000/i/d21e8b9c90393a3497d53211274d498d852cbf2abf4fd46f5ff50032337d3c8d/See_You_There.png" /> Credits Agency Instrument Role Associate Design Director Creative Direction Steve Mahn Design Will McCloskey, Jeremy Mlodik, Jenny Park, Sidney Rhee Motion Design Symphony Allison Index Next︎ https://gustavholtz.com/Nike-By-You Sat, 07 Mar 2020 07:08:53 +0000 Gustav Holtz https://gustavholtz.com/Nike-By-You Nike / Nike By You The Art of Customization <img width="3840" height="2214" width_o="3840" height_o="2214" data-src="https://freight.cargo.site/t/original/i/63fb35c0fc357a38f63ed4a4565f2cc7aca3a4ff2f78a0333762db54ce7c500f/Design-Nike-By-You-Hero.jpg" data-mid="221753085" border="0" src="https://freight.cargo.site/w/1000/i/63fb35c0fc357a38f63ed4a4565f2cc7aca3a4ff2f78a0333762db54ce7c500f/Design-Nike-By-You-Hero.jpg" /> Art Direction Motion Digital Campaign When Nike iD was reintroduced as Nike By You, AKQA Portland was tasked with creating a digital experience to introduce the new platform and showcase the creative possibilities of customization. Working within Nike's newly developed identity system, we designed a responsive landing page and content that blended product storytelling, customization tools, and editorial content. The experience highlighted the history of Nike By You while inspiring users to explore, experiment, and create something uniquely their own. <img width="2400" height="1750" width_o="2400" height_o="1750" data-src="https://freight.cargo.site/t/original/i/3d327c08b1163847c7b4781996080cef009148ab9a9c67d145113a1ee9bde41e/NBY_Origins_P1.png" data-mid="63252736" border="0" src="https://freight.cargo.site/w/1000/i/3d327c08b1163847c7b4781996080cef009148ab9a9c67d145113a1ee9bde41e/NBY_Origins_P1.png" /> <img width="2400" height="3141" width_o="2400" height_o="3141" data-src="https://freight.cargo.site/t/original/i/47a7a48e3802674e7ca3e2f5dfd6c2833b371e145e39c3e9140f65800f065149/Nike-By-You-Landing-Page.png" data-mid="221585433" border="0" src="https://freight.cargo.site/w/1000/i/47a7a48e3802674e7ca3e2f5dfd6c2833b371e145e39c3e9140f65800f065149/Nike-By-You-Landing-Page.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/092f9961209b9e2ff6a819233a42ca0c7ac80b5548311975bf6d8034f2ee7e1a/Nike-By-You-Cards.png" data-mid="221293179" border="0" src="https://freight.cargo.site/w/1000/i/092f9961209b9e2ff6a819233a42ca0c7ac80b5548311975bf6d8034f2ee7e1a/Nike-By-You-Cards.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/4730147feed767137092678747e06446cd084d4b574c799fe2fca7dd04bdda48/Nike-By-You-Patta-Mobile.png" data-mid="221293181" border="0" src="https://freight.cargo.site/w/1000/i/4730147feed767137092678747e06446cd084d4b574c799fe2fca7dd04bdda48/Nike-By-You-Patta-Mobile.png" /> <img width="2500" height="1900" width_o="2500" height_o="1900" data-src="https://freight.cargo.site/t/original/i/2cd166394a84f1659c51f9fd0c6d038555dbcfb2310196ca7f7d6d80c1f72802/Gustav-Holtz-Design-Nike-By-You-Desktop.png" data-mid="127825925" border="0" src="https://freight.cargo.site/w/1000/i/2cd166394a84f1659c51f9fd0c6d038555dbcfb2310196ca7f7d6d80c1f72802/Gustav-Holtz-Design-Nike-By-You-Desktop.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/1111475369c9f9f8f43bc15e7c77d275543cf9bff39c743b319570193bceca85/Nike-By-You-AM90_Heritage.png" data-mid="221585428" border="0" src="https://freight.cargo.site/w/1000/i/1111475369c9f9f8f43bc15e7c77d275543cf9bff39c743b319570193bceca85/Nike-By-You-AM90_Heritage.png" /> <img width="1214" height="1364" width_o="1214" height_o="1364" data-src="https://freight.cargo.site/t/original/i/5a8436a7f5da42145a21e77bb46b677748771d0918f5dc19f4ce6a1803d3bc4c/Nike-By-You-Mobile_Card_React-Element.gif" data-mid="221584692" border="0" src="https://freight.cargo.site/w/1000/i/5a8436a7f5da42145a21e77bb46b677748771d0918f5dc19f4ce6a1803d3bc4c/Nike-By-You-Mobile_Card_React-Element.gif" /> Inspiring Customization The experience was designed to balance inspiration and exploration, helping users understand both the heritage of Nike By You and the creative potential of the platform. Editorial storytelling, product-focused motion, and dynamic compositions worked together to showcase customization as an act of self-expression rather than a series of product options. <img width="2400" height="1422" width_o="2400" height_o="1422" data-src="https://freight.cargo.site/t/original/i/412557da572264600c2683e350a553ea559f91e85b1803415f806d1ab38602c9/Nike-By-You-Patta-Desktop-AM9095.png" data-mid="221584834" border="0" src="https://freight.cargo.site/w/1000/i/412557da572264600c2683e350a553ea559f91e85b1803415f806d1ab38602c9/Nike-By-You-Patta-Desktop-AM9095.png" /><img width="2484" height="1394" width_o="2484" height_o="1394" data-src="https://freight.cargo.site/t/original/i/beaa61cdf99482456a39744d99e0589d0d3d99429f6911a839324baf4485d39f/Gustav-Holtz-Design-Nike-By-You-Still-1.png" data-mid="127825928" border="0" src="https://freight.cargo.site/w/1000/i/beaa61cdf99482456a39744d99e0589d0d3d99429f6911a839324baf4485d39f/Gustav-Holtz-Design-Nike-By-You-Still-1.png" />&nbsp;<img width="2400" height="1750" width_o="2400" height_o="1750" data-src="https://freight.cargo.site/t/original/i/3d327c08b1163847c7b4781996080cef009148ab9a9c67d145113a1ee9bde41e/NBY_Origins_P1.png" data-mid="63252736" border="0" src="https://freight.cargo.site/w/1000/i/3d327c08b1163847c7b4781996080cef009148ab9a9c67d145113a1ee9bde41e/NBY_Origins_P1.png" /><img width="2400" height="1550" width_o="2400" height_o="1550" data-src="https://freight.cargo.site/t/original/i/2e459cf5435e4a6f0919592e01397be158a46d9fde87b11789d48205e185a508/NBY_Mobile_2UP.png" data-mid="63253677" border="0" src="https://freight.cargo.site/w/1000/i/2e459cf5435e4a6f0919592e01397be158a46d9fde87b11789d48205e185a508/NBY_Mobile_2UP.png" /> <img width="2400" height="1550" width_o="2400" height_o="1550" data-src="https://freight.cargo.site/t/original/i/d336251d324e4dea1bab18d55350f266d2e0a798cab8b3cfd4507d3852107b39/Gustav-Holtz-Design-Nike-By-You-Mobile.png" data-mid="127825927" border="0" src="https://freight.cargo.site/w/1000/i/d336251d324e4dea1bab18d55350f266d2e0a798cab8b3cfd4507d3852107b39/Gustav-Holtz-Design-Nike-By-You-Mobile.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/b1c2d3406fc2bc633641f3c0a25f2870df3b055cc4998a908d5b05cbb3137331/Nike-By-You-AF1_Heritage.png" data-mid="221293178" border="0" src="https://freight.cargo.site/w/1000/i/b1c2d3406fc2bc633641f3c0a25f2870df3b055cc4998a908d5b05cbb3137331/Nike-By-You-AF1_Heritage.png" /> <img width="1215" height="1365" width_o="1215" height_o="1365" data-src="https://freight.cargo.site/t/original/i/a6c71924697679e46640687e53a24b5f340d9a2ef34bb208a752768e86270bc6/Nike-By-You-Illustrations.png" data-mid="221293180" border="0" src="https://freight.cargo.site/w/1000/i/a6c71924697679e46640687e53a24b5f340d9a2ef34bb208a752768e86270bc6/Nike-By-You-Illustrations.png" /> <img width="2484" height="1394" width_o="2484" height_o="1394" data-src="https://freight.cargo.site/t/original/i/330712234498cab884c45e56727f293746eb2bcadd50809fb46dd80f875aeec4/Gustav-Holtz-Design-Nike-By-You-Still-2.png" data-mid="127825929" border="0" src="https://freight.cargo.site/w/1000/i/330712234498cab884c45e56727f293746eb2bcadd50809fb46dd80f875aeec4/Gustav-Holtz-Design-Nike-By-You-Still-2.png" /> Credits Agency AKQA Role Design Lead Creative Direction Dan Peters Motion Design Dan Ortiz Copywriting Amy Boyd Art Direction Nicole Schultz Index&nbsp; Next︎ https://gustavholtz.com/Speedgate Wed, 04 Mar 2020 16:42:29 +0000 Gustav Holtz https://gustavholtz.com/Speedgate AKQA /&nbsp;Speedgate Imagined by AI. Built by Humans. <img width="2400" height="1800" width_o="2400" height_o="1800" data-src="https://freight.cargo.site/t/original/i/483690f6f4bf1efb72ca472d82d9ba79352572582528ab55caa632ce9bd30854/Gustav-Holtz-Design-Speedgate-Flag.png" data-mid="127825136" border="0" src="https://freight.cargo.site/w/1000/i/483690f6f4bf1efb72ca472d82d9ba79352572582528ab55caa632ce9bd30854/Gustav-Holtz-Design-Speedgate-Flag.png" /> Experimental Brand Creation AI In 2019, AKQA partnered with researchers and data scientists to explore a simple question: what would happen if artificial intelligence invented an entirely new sport? The result was Speedgate—a fast-paced hybrid of rugby, soccer, and American football generated through machine learning. While the rules originated from AI, the challenge was making the sport feel real. Our team developed the visual identity, website, merchandise, launch campaign, and event experience needed to transform an experimental concept into a legitimate sport. What began as an internal experiment quickly became a global phenomenon, generating more than 800 million organic impressions and earning recognition from major media outlets and sports organizations around the world. <img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/92e4a3dc74634f4a98272cd8ad23fd8a10be9326c61da6027ff05d3db8877a67/Gustav-Holtz-Design-Speedgate-Posters.png" data-mid="127825144" border="0" src="https://freight.cargo.site/w/1000/i/92e4a3dc74634f4a98272cd8ad23fd8a10be9326c61da6027ff05d3db8877a67/Gustav-Holtz-Design-Speedgate-Posters.png" /><img width="2400" height="1350" width_o="2400" height_o="1350" data-src="https://freight.cargo.site/t/original/i/eb710cf0e3f1fb42bdbe1a0caec2aec941e86d89ad5eb1a4b7072faaafdf57af/Gustav-Holtz-Design-Speedgate-Stickers.png" data-mid="127825146" border="0" src="https://freight.cargo.site/w/1000/i/eb710cf0e3f1fb42bdbe1a0caec2aec941e86d89ad5eb1a4b7072faaafdf57af/Gustav-Holtz-Design-Speedgate-Stickers.png" /> <img width="1200" height="1450" width_o="1200" height_o="1450" data-src="https://freight.cargo.site/t/original/i/6f757bae5885aa207e1afda28a16590ea2ff27558132f9766771063b4e295d53/Gustav-Holtz-Design-Speedgate-Portrait-1.png" data-mid="127825140" border="0" src="https://freight.cargo.site/w/1000/i/6f757bae5885aa207e1afda28a16590ea2ff27558132f9766771063b4e295d53/Gustav-Holtz-Design-Speedgate-Portrait-1.png" /> <img width="1200" height="1450" width_o="1200" height_o="1450" data-src="https://freight.cargo.site/t/original/i/b262f0292214eca412eaac6a999fadf3c2cf46f4fdce1e97b980768da2bf245e/Gustav-Holtz-Design-Speedgate-Portrait-2.png" data-mid="127825141" border="0" src="https://freight.cargo.site/w/1000/i/b262f0292214eca412eaac6a999fadf3c2cf46f4fdce1e97b980768da2bf245e/Gustav-Holtz-Design-Speedgate-Portrait-2.png" /> <img width="2500" height="2050" width_o="2500" height_o="2050" data-src="https://freight.cargo.site/t/original/i/d944899049df48386af623979b8c2d3effe196b90bd769c95278fce2fd1c528a/Gustav-Holtz-Design-Speedgate-Poster-Grid.png" data-mid="127825142" border="0" src="https://freight.cargo.site/w/1000/i/d944899049df48386af623979b8c2d3effe196b90bd769c95278fce2fd1c528a/Gustav-Holtz-Design-Speedgate-Poster-Grid.png" /><img width="1680" height="1140" width_o="1680" height_o="1140" data-src="https://freight.cargo.site/t/original/i/954830ec7f594f1292b362fb5966db2146fa0762e3ebf9c509e9eadb9b92aabb/Gustav-Holtz-Design-Speedgate-Graphic-Elements.gif" data-mid="127825137" border="0" src="https://freight.cargo.site/w/1000/i/954830ec7f594f1292b362fb5966db2146fa0762e3ebf9c509e9eadb9b92aabb/Gustav-Holtz-Design-Speedgate-Graphic-Elements.gif" /><img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/aa938bb8115c562a482c0c342ef7f3e47362c623f0be7d03162a87370e2dc7bb/Gustav-Holtz-Design-Speedgate-scarf.jpg" data-mid="127825145" border="0" src="https://freight.cargo.site/w/1000/i/aa938bb8115c562a482c0c342ef7f3e47362c623f0be7d03162a87370e2dc7bb/Gustav-Holtz-Design-Speedgate-scarf.jpg" /> <img width="1500" height="1047" width_o="1500" height_o="1047" data-src="https://freight.cargo.site/t/original/i/f5ec4d71fbe406b5dc789845cb25f03357d6d68ae71c9d421cd5ee5c714059a8/Gustav-Holtz-Design-Speedgate-Hat-Front.jpg" data-mid="127825138" border="0" src="https://freight.cargo.site/w/1000/i/f5ec4d71fbe406b5dc789845cb25f03357d6d68ae71c9d421cd5ee5c714059a8/Gustav-Holtz-Design-Speedgate-Hat-Front.jpg" /> <img width="1500" height="1047" width_o="1500" height_o="1047" data-src="https://freight.cargo.site/t/original/i/a2b43e39be353e3bfcfb0954d1a968990db04229576e58002e603b4471cc35f2/Gustav-Holtz-Design-Speedgate-Hat-Rear.jpg" data-mid="127825139" border="0" src="https://freight.cargo.site/w/1000/i/a2b43e39be353e3bfcfb0954d1a968990db04229576e58002e603b4471cc35f2/Gustav-Holtz-Design-Speedgate-Hat-Rear.jpg" /> <img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/4499becf940a3b0526cc8ae8569747c9b8a274c0f386895ce4fe32d86678a8d4/Gustav-Holtz-Design-Speedgate-Tshirt.png" data-mid="127825147" border="0" src="https://freight.cargo.site/w/1000/i/4499becf940a3b0526cc8ae8569747c9b8a274c0f386895ce4fe32d86678a8d4/Gustav-Holtz-Design-Speedgate-Tshirt.png" /> The Launch What started as an experiment quickly became an obsession. A few weekend tests grew to a full league, with weekly matches and a co-sponsored panel with Nike and offcial recognition by the Oregon Sports Authority. &nbsp; &nbsp; <img width="2400" height="1600" width_o="2400" height_o="1600" data-src="https://freight.cargo.site/t/original/i/7f3ce4af1e4c741b42dbc3e07b95e3aa25d72ac633f2087e1083094329737b2f/Gustav-Holtz-Design-Speedgate-DWP-Event-1.jpg" data-mid="127825133" border="0" src="https://freight.cargo.site/w/1000/i/7f3ce4af1e4c741b42dbc3e07b95e3aa25d72ac633f2087e1083094329737b2f/Gustav-Holtz-Design-Speedgate-DWP-Event-1.jpg" /> <img width="1020" height="1154" width_o="1020" height_o="1154" data-src="https://freight.cargo.site/t/original/i/6d0425b75458341610938efd7cd39a7b427fe6859010f7896c43656c1610e2e7/Gustav-Holtz-Design-Speedgate-DWP-Event-2.jpg" data-mid="127825134" border="0" src="https://freight.cargo.site/w/1000/i/6d0425b75458341610938efd7cd39a7b427fe6859010f7896c43656c1610e2e7/Gustav-Holtz-Design-Speedgate-DWP-Event-2.jpg" /> <img width="1206" height="1365" width_o="1206" height_o="1365" data-src="https://freight.cargo.site/t/original/i/bba664f3d6d67c7ba6615d25e43c11cada6560041d687e802ff2fe316446ed97/Gustav-Holtz-Design-Speedgate-DWP-Event-3.jpg" data-mid="127825135" border="0" src="https://freight.cargo.site/w/1000/i/bba664f3d6d67c7ba6615d25e43c11cada6560041d687e802ff2fe316446ed97/Gustav-Holtz-Design-Speedgate-DWP-Event-3.jpg" /> Credits Agency AKQA Role Brand Design Lead Creative Direction Whitney Jenkins,&nbsp;Riaad van der Merwe, Brad Hall Design Makenna Combs, Matt Firman Index Next︎ https://gustavholtz.com/Attentive-Brand-Campaign Fri, 12 Jun 2026 18:54:36 +0000 Gustav Holtz https://gustavholtz.com/Attentive-Brand-Campaign Attentive / Brand Campaign Humanizing AI-Powered Marketing &nbsp; <img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/339750556ca51d92475af51104c94d125443c13db2224772c50904fc11f0d49f/Attentive_Hero.png" data-mid="249406783" border="0" src="https://freight.cargo.site/w/1000/i/339750556ca51d92475af51104c94d125443c13db2224772c50904fc11f0d49f/Attentive_Hero.png" /> Art Direction Photography Brand Campaign Marketing technology has a tendency to feel impersonal. As AI becomes an increasingly important part of the conversation, many brands lean into futuristic visuals and product-first messaging that can feel disconnected from the people actually using the tools. Rather than focusing on technology alone, we looked for ways to make the brand feel more human. The resulting campaign paired future-focused messaging with a refreshed visual system designed to emphasize optimism, ease, and connection. Building on Attentive's existing identity, we introduced a warmer, more approachable aesthetic that could scale across digital, social, out-of-home, and experiential touchpoints while maintaining the brand's premium feel. <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/272830be6d151480eeb5469c99a39a22eed0941cc65cf6c92df45416fdbbf4c7/Attentive_Headline.png" data-mid="249480558" border="0" src="https://freight.cargo.site/w/1000/i/272830be6d151480eeb5469c99a39a22eed0941cc65cf6c92df45416fdbbf4c7/Attentive_Headline.png" /> <img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/aa81d8aca819f9c315850cf52332265f524208405bf2b67d109e2fa730fce3f0/Attentive_Campaign_Logo_Motion.gif" data-mid="249480979" border="0" src="https://freight.cargo.site/w/1000/i/aa81d8aca819f9c315850cf52332265f524208405bf2b67d109e2fa730fce3f0/Attentive_Campaign_Logo_Motion.gif" /><img width="2800" height="1658" width_o="2800" height_o="1658" data-src="https://freight.cargo.site/t/original/i/68b6aa79708d2279b3e5a747d96309f1605fe258991d3a58c632b7d7c019e248/Attentive_Portait_Xuan.png" data-mid="249406787" border="0" src="https://freight.cargo.site/w/1000/i/68b6aa79708d2279b3e5a747d96309f1605fe258991d3a58c632b7d7c019e248/Attentive_Portait_Xuan.png" /><img width="6000" height="4000" width_o="6000" height_o="4000" data-src="https://freight.cargo.site/t/original/i/ccc20462cc2e1d71b7801483ccb9a6fa31609c2a629f7ebf3470c61ebd084449/Attentive_Print_Ad.png" data-mid="249755289" border="0" src="https://freight.cargo.site/w/1000/i/ccc20462cc2e1d71b7801483ccb9a6fa31609c2a629f7ebf3470c61ebd084449/Attentive_Print_Ad.png" /><img width="1380" height="1550" width_o="1380" height_o="1550" data-src="https://freight.cargo.site/t/original/i/aca0f3032c942685d5a8aa74325fc23b0a360c22406cb73ac0ec29ce0414a237/Attentive_Tote_Bag.png" data-mid="249406793" border="0" 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