NEW:DO
I branded, named and launched NEW:DO the first sustainable sneaker by GEOX, the Italian footwear company. I translated the sustainability attributes the sneaker into a clear, compelling brand.
Simplicity isn't easy. It's smart. It takes confidence to strip away the superfluous. And skill to do more with less. There is nothing here, no material, no component, that shouldn't be. Every design decision has been carefully considered. Less artifice. Less waste. Less energy. More focus. More style. More elegance.
The Brief
GEOX were known for their practical “breathable shoes” but were repositioning themselves as a design-led brand. After several years of development they were ready to launch their most sustainable sneaker ever - but a typical “green” brand wouldn’t work with the new fashion-conscious consumer target.
The Solution
I led the team that developed the brand strategy, name and identity for the sneaker. We focused on the beautiful simplicity of the shoe and the way it eliminated waste to create a confident, minimalist brand that could speak to both sustainability and design.