Skechers

Strategy

Visual Identity

3D Illustration

Web Design

Making Skechers Gen-Z friendly.

This project is for creative purposes. It is not officially associated with Skechers.

Overview

This project focuses on reimagining the visual identity of Skechers by transforming its core tagline, "The Comfort Technology Company," into a more Gen Z-friendly design language.

The aim is to reposition Skechers as a brand that is not only known for its comfort but also for its technology-driven innovation and youthful appeal. The visual identity draws inspiration from modern, clean aesthetics with a focus on plush textures, bold typography, and playful color palettes to redefine how Skechers communicates its values, ensuring it resonates with a new generation of consumers.

Timeline

Q4 2024

Duration

3 weeks

Key Words

Y2K, Plush, Gen Z

The Design Problem,

Scrapbook inspired Visual Identity

Skechers stands as "The Comfort Technology Company," yet its current visual identity—particularly on its website—leans into a scrapbook-style aesthetic that feels outdated and cluttered. While this approach may have once resonated, it now limits the brand’s ability to connect with a younger, more design-conscious audience

Art Direction

The reimagined visual identity for Skechers embraces a technology-forward yet clean and plushy aesthetic. The design explores the textures of plush materials, reinforcing the brand’s core promise of comfort, By incorporating tactile, cushion-like visuals.

Typography

The bold text is a reimagining of Skechers’ existing logo, giving it a refreshed, stronger presence while staying true to the brand’s roots. The use of Helvetica adds a sleek, minimalist feel, bringing a contemporary edge to the overall design.

Colors

The color palette for Skechers’ reimagined visual identity revolves around two primary colors: blue and tan. Blue represents technology, evoking a sense of innovation, precision, and trust, while tan symbolizes comfort, offering a warm and inviting feel. In addition to these core colors, the palette includes six playful accent shades

Social Media

The social media posts use the accent colors to represent different product categories. By using color to differentiate categories, the design system ensures consistency while offering a fresh, visually appealing experience for followers.

Merchandise

The new merchandise collection for Skechers is designed with Gen Z in mind, featuring casual, on-trend items like oversized t-shirts and bucket hats. These pieces blend comfort with style, offering a laid-back yet fashionable look that resonates with a younger audience. This collection reflects a shift towards youthful, streetwear-inspired fashion.