The client wanted to make a shoe for night runners. They also wanted to focus on the glowing effect that the shoe emits. I went with the beautiful night scene with a runner in the foreground to romanticize night running. The second concept was to incorporate the night sky. The third concept was to go with a neon light headline and the viewer would make the association that I was trying to convey.
The client gave us a chance to rebrand the company. We decided to lighten up the company brand by introducing some illustrations to packaging and T-shirts.
The knit shoe is a combination of trendy meets athleisure. I wanted to tackle that idea in a conceptual way. I thought it was a low hanging fruit to go with the obvious, which is to show a man walking in the city. I wanted to grab the viewers eye and take it for a ride.
C'mon Tecate Your Better Than That
I pass by Tecate billboards all the time. And I scratch my head every single time. I dont understand why they have a futuristic font on a old traditional product. Also why dont they embrace who they are, which is a old established beer. So, while I had downtime I decided to just play around with some ideas that have been swimming in my head.
The client had a less than exciting executions the previous year they wanted to make something exciting. I decided to just go a little crazy with the color and design.
The Casual Knit
The client was asking for us to dress up the shoe a little, make it fit the new modern athleasure style.
You could also call this heading "Our philosophy" or "Our vision." This is the place to talk about what drives you and your business and what's unique about your process. What you write here should be something distinct and interesting about your business that sets it apart from others in the same industry.
The assignment was to show the comfortable shoe in a active layout, but we had to make sure to shy away from it being a performance shoe.
Skechers wanted to make a second logo that is on the heel of the shoe. I wanted movement in my designs, so I tried placing wings on each design.
The assignment was to show the shoe in an urban environment. The client wanted to highlight that the shoes are comfortable when walking through the city.
Sometimes I just produce work because it creative exercise. I like to think it keeps me sharp.