Introduction
Addressing Gen-Z
*this project is a self-initiated, creative undertaking
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s aesthetic that no longer reflects its scale, product innovation, or cultural relevance.
Deliverables
Creative Direction & Brand System
Digital Activations: Website & App
Phyical Activations: Retail, Packaging, Merch
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.
Democratically Casual
The tone isn’t fashion-forward or intimidating. It’s accessible, everyday, and mass-appeal—design for everyone, not a niche.
Creative Direction
Plush Tech
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.
Before
After
Logo Evolution
Visual System
Star
Website Redesign
Cursor Animation
New Features
Addressing Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Unscalable System
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Low Caliber Aesthetics
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Physical Activations
Social Media Content
App Redesign
Plush Tech
Pain Points
Addressing Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Unscalable System
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Low Caliber Aesthetics
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
New Features
Addressing Gen-Z
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Unscalable System
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Low Caliber Aesthetics
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Existing Frames
Typography & Iconography
Typography
Colors
Skechers
Responsibilities
→ Strategist
→ Brand Identity Designer
→ 3D Designer & Animator
Context
Spring 2025
Duration: 1 Week
Tools: Adobe CC, Figma, Blender
Skechers' visual identity lacks modern aesthetic sensibilities that appeal to the younger generation.
Remains true to the value proposition, The Comfort Technology Company, in order to develop a visual language and system that addresses a brand new audience.
Plush, Tactile, Futuristic