Introduction
The Comfort Technology Company
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
Brand Book & Visual 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.
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
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.
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.
Chosen Visual Direction
'Plush-Tech'
The design direciton addresses a younger audience, while maintaining the core message of Skechers, The Comfort Technology Company.
Value Proposition
Addressing relevant audience
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
Scaleable 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
Logo
Primary Lock Up
Before
After
Logo Evolution
We transformed Dust’s logo to align with luxury and collectible art brands while emphasizing its 3D characteristics to mirror the physicality of their products. The new logo functions as a seal of security on luxury goods, symbolizing the highest level of protection.
Primary Lock Up
Primary Lock Up
Primary Lock Up
Colors
Primary Lock Up
Primary Lock Up
Colors
Primary Lock Up
Primary Lock Up
Primary Lock Up
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
Logo
Primary Lock Up
Logo Evolution
We transformed Dust’s logo to align with luxury and collectible art brands while emphasizing its 3D characteristics to mirror the physicality of their products. The new logo functions as a seal of security on luxury goods, symbolizing the highest level of protection.
Primary Lock Up
Primary Lock Up
Primary Lock Up
Colors
Primary Lock Up
Primary Lock Up
Colors
Primary Lock Up
Primary Lock Up
Primary Lock Up
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
Visual System
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
Physical 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
Website Redesign
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
App Redesign
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
Star Symbol Animations
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
Before - After
Goals
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.
Social Media Campaign
"Skech Your Way"
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.
Skechers is one of the world’s largest footwear brands, yet its visual identity has remained rooted in an early-2000s
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
Brand Strategy
Goals
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.
Design Process
Results & Reflection
Expected Impact
“Improves recognizability.”
“Reduces user friction.”
“Increases perceived quality.”
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