For the first creative approach, the look and style is very modern, clean, with a lot of breathing space. The main concept is “location”. As the manual focuses on where things related and important to Nike are happening in each city, the visual indicator that shows location on maps are used as a design element, and it also reminds you of exploring a city. The first page shows the word “London” with location pins all over it and strange shapes, yet when you turn the page you realize it pinpoints to important locations on the map and the strange shapes are important areas in the city. Going forward these pins and shapes are used as visual language. I used the colors black, white and gold - the reason I used gold is because of the value that this information adds to the brand. I suggested that the hard copies are printed on a Moleskine like notebook (the ones that’s soft cover.