Birch Website Update : NIKE78

August 10, 2010 · Posted in Nike78, Website · 1 Comment 

The second update for this week is the NIKE78 project.

Birch was invited to take part in the NIKE78 project: NIKE78 is an exciting new project created by Paul Jenkins and inspired by NIKE. Creatives involved will receive a brand new pair of NIKE shoes and will be asked to use sport as inspiration to challenge their function. To the left is our final outcome.

A description of our outcome: The World Cup will be the biggest media event ever staged in Africa, with more than 18,000 journalists from around the world expected to be documenting the biggest event in football; but since being awarded the World Cup the media has speculated whether South Africa is a capable host. With the potential of the African World Cup financially making or breaking the nation, the countries future is in a very fragile position.

This feather is a humble tribute to the spirit that drives all sport around the world as well as representing the fragility of the African financial situation during the 2010 World Cup.

See all related blog posts to the NIKE78 project here. Be sure to check back to the blog tomorrow for more new projects.

—(JA)

Spitting Feathers

April 30, 2010 · Posted in Nike78 · Comment 

This is our final submission for the NIKE78 project. The title Spitting Feathers derives from being rendered speechless with anger, we’re sure there will be a few people spitting feathers during the World Cup.

A description of the project: The World Cup will be the biggest media event ever staged in Africa, with more than 18,000 journalists from around the world expected to be documenting the biggest event in football; but since being awarded the World Cup the media has speculated whether South Africa is a capable host. With the potential of the African World Cup financially making or breaking the nation, the countries future is in a very fragile position.

This feather is a humble tribute to the spirit that drives all sport around the world as well as representing the fragility of the African financial situation over the coming months.

We’d like to give a big thank you to Paul Jenkins for organising such a great project and being kind enough to have us participate. Be sure to check the NIKE78 website over the coming weeks as there will be lots of very interesting projects uploaded from studios and designers around the world.

—(JA)

NIKE78 — Test Feather

April 22, 2010 · Posted in Nike78 · Comment 

We produced a small test feather to see what drying times and clarity of the resin were like. Now to make the bigger one!

—(EH)

NIKE78 — Making The Molds

April 22, 2010 · Posted in Nike78 · Comment 

To make the resin feather for our NIKE78 project we shaped two pieces of clay, these were then coated with several layers of latex. Once enough layers of latex had been built up we left it to dry before removing the original clay form from the inside. We then built up a clay surrounding for the latex mold to rest within whilst the mold was filled with resin and our ground-up Nike shoe and then left to set.

—(EH)

NIKE78 — Turning The Shoe To Dust

April 19, 2010 · Posted in Moving Image, Nike78 · Comment 

—(EH)

NIKE78 — Concept

April 18, 2010 · Posted in Nike78 · Comment 

In a few weeks the NIKE78 project will come to an end, we thought we’d take a bit of time away from the project to tell you about our concept.

When we sat down to start this project we asked ourselves what was Nike to us. On the large part it was interlinked with football, nobody at Birch has a great interest in football, but for us Nike was defined by the most popular sport in the country. Considering 2010 is the year of the World Cup we felt this was a good theme to run with.

Something that we decided from an early stage in the project was that for us it was not about the shoes, but what these shoes represent and what they mean for the people who use them. For many these shoes and Nike as a brand provoke hope and a drive to be better: the better your equipment, the better you’ll become. We wanted to question this belief, to do this we ground the shoes to dust so they can no longer act as a visual representation but can be shaped into greater meaning.

Having recently read Poised To Strike in Monocle’s February issue about the battle for the multi-million-euro market surrounding this year’s World Cup in South Africa it is clear that Nike have never positioned themselves to benefit from the up and coming South African market. Africa’s first generation of superstar players have emerged, including Didier Drogba and Samuel Eto’o proving that there is talent still to be found in one of the world’s poorest nations.

“The World Cup is like a window to show the world who you are.”
—Stuart Husband, Monocle.

The World Cup will be the biggest media event ever staged in Africa, with more than 18,000 journalists from around the world expected to be documenting the biggest event in football; but since being awarded the World Cup the media has speculated whether South Africa is a capable host. With the potential of the African World Cup financially making or breaking the nation, the countries future is in a very fragile position.

This has inspired us to create a feather that visually represents the delicacy of the situation surrounding South Africa over the coming months. Through adding the dust of the Nike shoes to the resin that will be used to form the feather we hope to encourage people to question what it means to be a participant and a spectator?

Watch the Birch blog over the coming week as we will be posting images and videos of our NIKE78 project as it comes to the final resolution.

—(JA)

NIKE78 Preparations

March 30, 2010 · Posted in Nike78, Typography · Comment 

Getting ready for the NIKE78 project. Assembling all the usual graphic design tools (We usually prefer to start with a finer grit for kerning).

Stay tuned.

—(EH)

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