When I joined SPARQ in 2012, they where in the mist of defining the direction for the SPARQ Performance Summit which was to happen at Nike WHQ in a few weeks. Fast forward a year, and I was not tasked with creating the overall look and feel for the 2013 Summit.
These summits are not your typical events, the SPARQ one we flew in 100 of the top performance experts in the world to converge and learn from one another over the course of a few days. The goal of the conference was to unite our advisory board members, our SPARQ trainers, performance leaders and Nike as a whole • this years focus was data and how various performance professionals look at an athlete.
Initially I created a few mood boards for directions we could take to set the tone of the event, having assited on the prior year I knew what to expect on some level. But the 2013 event ended up being vary different then the 2012 event. Mainly in that I sat in a meeting with our director Paul where he was drawing on a white board a graph over and over again. He'd draw a straight line through a bunch of abitray data points and then erase the line, leaving only the outliers. He kept going on about an idea of how we look at all these data points and draw these perfect graphs to talk about our athletes.
But his question was "why can't we connect the outliers across atheletes, sex and sport to determine patterns?" This question with the graph spark the entire branding for the event, we looked at various ways data could be connected and thought about how to show this in an elgant way. Then I started to talk to some of the other coaches in the office, asking them what they thought was most important when they worked with an athlete. They each had different ideas and things they specifically looked at, and looking at the makeup of the attendees for the summit. I assumed they would to.
With that in mind I deviced what I called a kaleidoscope effect, using the outlier data points on a triangle grid I could map "data" so we only looked at those points, but based on the actual viewer they may see something different. A high school performance coach may look at one set of data in one way, while a sports psycologist may look at the same data in a whole different way. This ended up being the base line concept for all the branding for the entire event, from wall graphics, to notebooks, to the presentations.