Rizon Parein Embraces Chaos for Nike
We think of the apex of design as being clean, smooth, and brought down the most basic of elements. It’s all about editing, bringing a look clearer and clearer until it’s reached the most minimal reality it can be – and then it’s done. But when Rizon Parein was approached by Nike to help them create branding materials for Kyrie Irving’s third shoe with the brand they went in the opposite direction. His edict was to manipulate the word “CUT” in such a way that it reflected its own definition. And he went wild with it. “First I completely messed up the typography, the regular type. Like totally destroyed it,” says Rizon. “But it kind of lost its power and the message because the typography by itself was already really strong and it was working really well with the photo of Kyrie Irving, so it needed to be more subtle and we needed to tell the story more in a subtle way all over the place.” He left in as much of chaos as he could, while still allowing the message to come through.
While working on this expressive project Rizon became a father. He already works on a short timeline, but the new life in his family made it even more exciting. “I made it just right before my son came to the planet,” he says. “The job went really fast and not more than 10 days everything was made and rendered and then the day the actual labor started there was still some feedback of making variations, but it went really fast.” They were able to get everything completed successfully while still spending time with his newly expanded family.
Nike went on to use Rizon’s work in installations all over the world from Niketown locations in New York all the way to Asia. Normally, Rizon would travel around and experience them himself, but because of his new son he can’t. Luckily he gets to experience it online instead. “It’s funny, you search on Instagram #Kyrie3 or #CutOutOfNowhere and suddenly you see the stuff live in Asia and at NikeTown and it’s really fun to discover it that way,” Rizon says. “It’s always a nice surprise.” We’ve provided imagery from Rizon’s work, but if you check through social media with those tags you can see how it’s showing up in stores all over the world.