Kate Moross directs creative work for Nike Aids fundraiser

The Tied Together project features a 24-hour multidisciplinary race, being held today, and an exhibition at Nike sportswear store 1948 in London’s Shoreditch. Moross has worked with creative consultancy Rosie Lee, which provided project management and logistical assistance.

Moross was appointed to the project following previous work at the 1948 space for the Nike Dunk Be True exhibition in 2008.

Nike UK energy marketing manager Ronojoy Dam says, ’We appointed Kate not only for her ability to design independently, but also to give the whole group show a coherent aesthetic.’

Moross was briefed to direct the branding and exhibition installations for the 24 teams involved, which are formed from London-based creative businesses.

This involved discussing ideas with the teams during workshops, writing briefs and producing creative for a number of the identities, which will be seen both on team kits and during the exhibition at 1948.

Moross’ design for the live streaming site Mix Cloud team features 24 black-and-white geometric panels. The panels can be used together for the team’s kit and separately for the sleeves of 24 mixes that Mix Cloud has produced for the event. Branding for independent courier service Bycaboy shows the streets of London EC1 as an artery system (pictured) to highlight Nike (Red)’s message.

Moross says, ’The project is similar to Livestrong, run by the Lance Armstrong Foundation, but more DIY and grass roots. Nike has a very crisp aesthetic. It’s nice to bend that.’