Why versatility and open-mindedness lies at the heart of Some Days’ diverse practice

Be it a big campaign for Nike or a typeface to be used internally, the team at Some Days are consistently thoughtful and imaginative in their approach.

Some Days is a full service creative studio that was founded in Berkeley, California in 2017, and is now based between there, New York and Amsterdam. Working across campaign creation direction, visual systems, custom typefaces, limited packaging, event visuals and concepts, the studio has a varied and dynamic output that has won it some impressive clients. Alongside its long-time collaboration with Nike, it has also worked with Converse, Jordan, Cove and Vybes.

Founder Steve Reinmuth says that approaching work without “a rigid perspective that it must be on-trend or that it must be timeless” is one of the core values at Some Days. “Both have their purpose as long as it fits the context,” he adds. This versatility and open-mindedness has brought the studio many exciting projects in recent years, including leading for Nike across its Feel Your All and Nike Fleece campaigns; building a brand from scratch for Black-owned fragrance company Ourside; and rebranding Commons (FKA Joro), an app that helps users track their carbon footprint through the purchases that they make. What unites all of these projects is the studio’s conviction in the work that it does, regardless of the size of the client or the audience. “[We try] to find balance for the audience that receives the work,” explains Steve. “It can be designed to be seen by millions, or a few, and we think both can be special.”

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Some Days: Nike 2022 Chicago Marathon Campaign. Photography: Daniel Shea (Copyright © Some Days, 2023)

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Some Days: Nike Air Shop Visual Identity (Copyright © Some Days, 2023)

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Some Days: Nike Waffle Logo, Photography: Louisa Meng (Copyright © Some Days, 2023)

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Some Days: New Matter, Visual Identity, Packaging, Art Direction (Copyright © Some Days, 2023)

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Some Days: Ourside, Visual Identity, Packaging, Campaign. Photography: Jeton Bakalli (Copyright © Some Days, 2023)

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Some Days: Ourside, Visual Identity, Packaging, Campaign. Photography: Jeton Bakalli (Copyright © Some Days, 2023)

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Some Days: Houston Visual Identity (Copyright © Some Days, 2023)

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Some Days: Commons Naming, Visual Identity, System. Photography: Jack Bool (Copyright © Some Days, 2023)

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Some Days: Plantible, Brand Identity (Copyright © Some Days, 2023)

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Some Days: Out Of Office (OOO.OTF), Custom in-house typeface for assorted studio projects (Copyright © Some Days, 2023)

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Some Days: Nike Fleece Campaign. Photography: Francesco Nazardo (Copyright © Some Days, 2023)

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About the Author

Daniel Milroy Maher

Daniel joined It’s Nice That as an editorial assistant in February 2019 and continues to work with us on a freelance basis. He graduated from Kingston University with a degree in Journalism in 2015. He is also co-founder and editor of SWIM, an annual art and photography publication.

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