Nike LeBron James Innovation Center

brief
Our challenge was to design a website that translated the energy and purpose of the LeBron James Innovation Center into a compelling, accessible interface. The site needed to guide users through a rich narrative while also feeling intuitive and seamless.

my Role
As Senior UI/UX Designer at Bluecadet, I led the site’s visual design and user experience from concept to final execution. I created a flexible, dynamic, and modular system that brought the story to life.

Visit the website

Rapid Concept Sprint

Given the quick one month timeline, we began with a rapid concept sprint to explore interaction models for navigating the space. We developed four distinct directions, each offering a different approach to discovery and movement through the content. From there, the concepts were narrowed in on a direction that shaped both the UX and visual language.

Exploring Navigation Models

We explored two navigational concepts using a data cloud metaphor: one offered organic discovery through floating content, the other guided users through themed “rooms.” The final design merged both, blending guided storytelling with moments of freeform exploration.

Design Direction Development

We designed two distinct visual directions: one that felt ethereal, colorful, and dimensional; the other, more diagrammatic with bold pops of color. For each, we created mood boards, design comps, and interactive prototypes to explore how the look and feel translated across motion and interaction. This process helped us to develop a visual system that best supported the narrative and user experience.

Building a Dimensional Design System

We developed a bold visual system that seamlessly integrated 3D models, motion particles, and dynamic spatial elements while maintaining a clear, accessible UI. By combining high-fidelity textures and kinetic interactions with modular UI components, the system invites exploration without overwhelming the experience.

Reimagining a Virtual Tour

A key challenge was creating an immersive digital experience without the Innovation Center’s floorplan. We built a flexible, abstract environment that encouraged playful, non-linear exploration. Bold visuals, dynamic video, and integrated audio provided a vivid sense of the space without showing it directly.

Immersive Storytelling

Our team shaped the site’s content from the ground up — developing animated infographics and partnering with Nike’s film crew to produce original video features. Designed specifically for the web experience, these pieces spotlight Nike researchers, elite athletes, and LeBron James, bringing their voices and stories directly into the digital space.

Inside the Innovation

Nike’s approach to performance gear is rooted in deep research and experimentation. To bring this to life, we shifted from lengthy explanations to interactive moments that let users engage with the science firsthand

Team

Creative Director – Troy Lachance
Art Director – Wyatt Glennon
Senior Designer – Emily Lin
Content Strategist – Caitlin Chase
Director of Story – Walé Oyejide
Producer – Hillary Crawford

press

Communication Arts
Webpicks

Awwwards
Honorable Mention