When Shoes For Crews (SFC) acquired the edgy chef footwear brand MOZO, we needed a design strategy to incorporate a “culinary cool” brand into an existing uniform footwear brand.

Identity Elements

MOZO footwear’s design language incorporated a number of logos, giving flexibility to the print and digital channels.

Branding Style Guidelines

I created a complete branding book to align the internal and agency teams on photography, product, layout and lifestyle imagery for the upcoming season and beyond.


Catalog layout featuring lifestyle, location and product photography aligned with the brand style guide.


MOZO’s visual style and mood shine through in the bold design of the desktop and mobile web experiences.

Location, Model Photography

In order to resonate with elite culinary customers, the MOZO branding required absolute authenticity. we decided to photograph on location with actual employees of a local restaurant. I scouted the location and models, handled the footwear and legal logistics and art/creative directed the shoot.  Additionally, I captured b-roll photography for use on our social media accounts.

Product Photography

Over two days in the studio, we shot the entire line of MOZO footwear. We uploaded images for the web and print teams for FPO while the final shots were being processed.