Famous for Family
Brand Strategy + Art Direction
This brand work was done collaboratively with other creative team leaders from copy, interactive, web and instore design. After an extensive brand audit and competitive research of other top performing mid-tier retailers, we redefined a new Famous Footwear brand positioning and personality. We zeroed in on Famous Footwear's differentiating quality in the footwear retail space. Quality footwear and styles for the whole FAMILY. Our target customer was looking for inspiration and transformation, for both her and her family. Famous will celebrate and reward her hectic, beautiful life.
Brand Strategy
This. Is. Real. Life. This conceptual work offered a glimpse into her ‘real’ life, her authentically real life. Highly photographic with everyday moments captured in casual spur-of-the-moment images. Showing off the joy in the little moment and imperfections. The brand voice complemented the images, acting as a caption that added personality and emotion to each scene. It’s selfies, groupies, shoefies and more... “Life’s not perfect and we don’t expect you to be.” This set up Famous as a brand that’s relatable, approachable to fit her lifestyle.
Brand Guidelines
Established a unique set of guidelines for how to visually combine images and supporting statements. We found ways to make sure the shoes would remain the hero of all marketing through bold high contrast full color photography.
This work was the first step in the evolution of a customer first mindset. The Famous for Family branding served as a stepping stone to future Famous Footwear advertising and brand campaigns.
