In the largest undertaking in the 30+ year history of Shoes For Crews, the SFC team and agency partners accomplished a complete rebrand of all customer-facing media and complete replacement of the current product line.  Including design language, voice and tone and imagery.

Identity evolution and transition

Starting with the 2016 logo, I created a blue logo version in order to transition to the new (2017) logo and beacon without alienating longtime clients.  The beacon on the right is currently used on the footwear and will eventually be able to stand on its own, similar to the Nike swoosh or Adidas stripes. [Credit: 2017 grid logo and beacon created by agency partner, Kyle Pulli | Point Blank Concepts].

Iconography: “Elements of Safety”

It was critical to convey a large number of new and updated footwear features to our customers. I reworked our existing feature element icons to create a unified set which would be used extensively throughout our catalog and website as the  “Elements of Safety”. [Credit: Original icon concepts by agency partner, Kyle Pulli | Point Blank Concepts].  All icons refined by Steve Shreve (me). Waterproof, Water Resistant, Vegan, Extra Cushion, Removable Insole conceived and designed by Steve Shreve (me).

Print Design

Old vs new.  The original catalog on the left features the addition of MOZO and a transitional Shoes For Crews logo.  The “rebrand” catalog on the right features all-new products plus Elements of Safety feature callouts.

Digital Design

The rebranding is carried through to the content and layout of our responsive website and digital channels.

Unified Design

Consistent design elements and language create a unified message for customers regardless of sales channel.  We established a strong foundation upon which to grow the brand and expand the marketing message.

Responsive eCommerce

Concise guidelines and strong creative direction allowed the internal teams to harness the power of our external agencies to launch a complete website responsive refactoring while undertaking a complete rebranding.

Brand Collateral

All aspects of customer-facing media were addressed in the rebranding.  Business cards for the global team, collateral materials, and salesperson shirts. No piece too small. I even illustrated a holiday card with a sneak peek of the new logo!