Under CNSTRCTN
Brand Strategy
Identity Systems
Art Direction
Repositioning the visual identity of NYC.
Skechers is the world's 3rd largest sports brand, right after Nike and Adidas. With a focus on utility and with their primary audience being the older generation, their emphasis on brand aesthetics and a strong visual identity is lacking.
Leading to an inability to participate in mainstream sneaker culture, which is widely evident through their lack of presence on reselling websites like Stockx GOAT and websites that cover culture, like Complex and Hypebeast.
Their lack of connection with the young adult audience is a problem as the Gen Z is the future of the … and participating in youthful culture would be widely benefecial to skechers. can skechers penetrate through to a teenage audience?
The General Perception of NYC
However, my perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted.
However, my perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted.
My Perception of NYC
However, my perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted.
The Design Problem, Current Merch
However, my perception of NYC is defined by the visual culture surrounding me on foot all the time, which can often go unnoticed as white noise. The project is about breathing life into the things constantly surrounding us, that we take for granted.
Pain Points
Only for tourists, not for those who live here
The on ground perspective is lost
Generic,
Ornamental
Generic,
Problems to Be Solved
Merch made for those who live in the city, if you know you know
Emphasize the video game, crazy simulation perspective
Must be functional - not just decorative pieces
