UI Design
Dynamic Branding

Skechers

Dynamic brand refresh of the athletic footwear company known for comfort.
Overview
About

Revamping Skechers through a redesign that highlights its overlap of family-friendliness and comfort innovation. Staying true to the brand, but rebranding and creating a new design system.

My Role
Brand Design
Brand Strategy
Design System
Team
Rachel Quan
Paola Rendon Marquez
Gabriella Ramirez
Tasha Bwayla
Duration
4 months
Tools
Illustrator
Photoshop
Figma
Overview

Revamping Skechers through a redesign that highlights its overlap of family-friendliness and comfort innovation. Staying true to the brand, but rebranding and creating a new design system.

My Role
Brand Design
Brand Strategy
Design System
Team
Rachel Quan
Paola Rendon Marquez
Gabriella Ramirez
Tasha Bwayla
Duration
4 months
Tools
Illustrator
Photoshop
Figma
Problem
Dull and Outdated

The current branding of Skechers feels dull and outdated. Skechers makes sneakers for the whole family, but it is often overlooked for more relevant and trendy brands, like Nike.

Solution
Energizing Comfort

Creating a bolder, more energetic brand identity for Skechers, while highlighting the unique comfort technologies Skechers offers.

01
Brand Profile & Strategy
02
Brand Identity System
03
Application
01. Brand Profile & Strategy
Comfort on the Go
Positioning Statement

For the everyday adult often on their feet, Skechers is the comfort shoe company that specializes in technologies for different types of comfort. Achy feet can distract from enjoying the present moment, but with Skechers, adults won’t have to worry about their feet.

Mission Statement

To ensure trouble-free fun for adults by specializing in developing shoes with comfort technologies, where every move can be enjoyed to the fullest.

Brand Personality
Comforting
Innovative
Genuine
Energetic
Brand Archetype
The Everyman
Accepting
Responsible
Grounded
The Caregiver
Comforting
Reliable
Caring
02. Brand Identity System
Logo
Primary
Horizontal
Logomark
Logotype
Structural Analysis
Area of Isolation
Typography

To fit the comfort narrative, a smooth rounded typeface would give a friendly and assuring first impression.

Color

Revitalizing Skechers' brand with bolder, brighter colors for an energetic yet sophisticated impact.

Iconography

Created icons in the style of the new logo to get a consistent, prevalent brand look.

Icon System Based on logo
Comfort Technologies Symbols

Skechers has a different logo for each comfort technology. To make them look part of one cohesive brand, with the system of symbols will be based on the logomark.

Brand Style Guide

To ensure trouble-free fun for adults by specializing in developing shoes with comfort technologies, where every move can be enjoyed to the fullest.

Coming Soon
03. Application
UI Design
SOcial Media
Storefront
Store Signage
Footwear
Sports Apparel
Key Takeaways
Reflection

An energetic rebrand of Skechers, to highlight the spirit it provides through its comfort technology, for everyone in the family. Appealing to more than just the older generation that are the main buyers of Skechers shoes.

Next Steps

Creating a website design for Skechers. Tightening up the design system. Apply a more energetic font for the logo type.

Reflection
True-to-Brand Invigoration

An energetic rebrand of Skechers, to highlight the spirit it provides through its comfort technology, for everyone in the family. Appealing to more than just the older generation that are the main buyers of Skechers shoes.

Next Steps
More Screens

Design more desktop website screens for Skechers. Tightening up the design system.

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