Resetting A Cinderella Story
It’s About Brand Not Shoes
Crocs was built on the success of one shoe. A few followup successes established them as a growth brand. But singular shoe success blinded them to the notion of cementing and building on their brand. When I arrived I guided the brand to look beyond the success of one item, to understand how design shapes vision and product and how to establish brand identity.
A Look At Brand Lineage
I began by taking a respectful look at where the brand had been and what could be considered its DNA. I examined valuable product attributes, technologies and design details that were important characteristics to maintain in the future.
Knowing the Power of Design
Understanding brand is one thing. Being clear on how design activity can convert that into products and experiences is another. It was necessary to educate the organisation on the power of design and how it can be used to shape a brand. I did so by tracing design history and showcasing designers and design movements.
Visual Language
Shaping visual language for the brand ensured that both the product as well as the look and feel of the brand was authentic and consistent. Tools were created to guide both internal as well as external creatives.
Seasonal Creative Direction
As the overall brand creative direction was established, seasonal directions were also shaped and shared.
And When It Works
Good creative direction honors the past while setting a path for the future. The result should be innovative design that is fitting to the brand and resonates with the consumer. Below is some of the work that emerged for the creative direction I established in my role as Global Creative Director.
