Introduction
The Comfort Technology Company
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios in a unified effort, and radiate outward as fv fv. v v to signify widespread impact. This design doubles as both a visual metaphor and a strong, recognizable symbol that can stand alone, establishing the Alliance as a recognized emblem of sustainability in the industry.
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios in a unified effort, and radiate outward as fv fv. v v to signify widespread impact. This design doubles as both a visual metaphor and a strong, recognizable symbol that can stand alone, establishing the Alliance as a recognized emblem of sustainability in the industry.
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios in a unified effort, and radiate outward as fv fv. v v to signify widespread impact. This design doubles as both a visual metaphor and a strong, recognizable symbol that can stand alone, establishing the Alliance as a recognized emblem of sustainability in the industry.
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios in a unified effort, and radiate outward as fv fv. v v to signify widespread impact.
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios in a unified effort, and radiate outward as fv fv. v v to signify widespread impact. This design doubles as both a visual metaphor and a strong, recognizable symbol that can stand alone, establishing the Alliance as a recognized emblem of sustainability in the industry.
[Problem - Solution]
Project Summary
Design Problem
Antiquated Visual Identity
Skechers is a billion-dollar brand with retail presence everywhere, yet its visual identity is stuck in a strange time capsule.
Skechers’ current identity simply doesn’t scale. It fights modern touchpoints—apps, social, retail, collaborations—because it was built for print-era advertising, not responsive ecosystems.
Pain Points
3 Flavor-Filled Balls: Boondi, Kajoo
①
Capture Objects
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
①
Hard to Carry
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
①
Hard to Carry
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
Visual Direction
Plush-Tech
The design direciton addresses a younger audience, while maintaining the core message of Skechers, The Comfort Technology Company.
Value
3 Flavor-Filled Balls: Boondi, Kajoo
①
Capture Objects
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
①
Hard to Carry
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
①
Hard to Carry
Reflects the aesthetic of traditional holiday cards, not Comfort & Technology.
Social Media Campaign
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios
Typography & Symbolism
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios
Brand Voice
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios
Activations
The Alliance’s new logo symbolizes the power of collaboration. Four brackets—evoking a film camera’s focus points—converge at the center, representing the coming together of studios
Skechers
Responsibilities
→ Strategist
→ Brand Identity Designer
→ 3D Designer & Animator
Context
Spring 2025
Duration: 1 Week
Tools: Adobe CC, Figma, Blender
Design Problem
Skechers' visual identity across their website, packaging, store presentation, and logo feels outdated and lacking modern aesthetic sensibilities that must be adapted to appeal to the younger generation.
Objective
Visualize Skechers' iconic tagline, The Comfort technology company" in order to develop a visual language and system that remains true to the value proposition, while addressing a brand new audience.
Key Words
Plush, Tactile, Futuristic