Introduction
NYC is Under CNSTRCTN
New theme
Deliverables
Campaign Design
Social Media Marketing Assets
Design Problem
Antiquated Visual Identity
Skechers is a billion-dollar brand with retail presence everywhere, yet its visual identity is stuck in a strange time capsule.
Skechers’ current identity simply doesn’t scale. It fights modern touchpoints—apps, social, retail, collaborations—because it was built for print-era advertising, not responsive ecosystems.
Primary Research & Conceptual Direction
Antiquated Visual Identity
Skechers is a billion-dollar brand with retail presence everywhere, yet its visual identity is stuck in a strange time capsule.
Skechers’ current identity simply doesn’t scale. It fights modern touchpoints—apps, social, retail, collaborations—because it was built for print-era advertising, not responsive ecosystems.
Under CNSTRCTN
Responsibilities
→ Strategist
→ World Builder
→ 3D Designer & Animator
Context
Spring 2025
Duration: 4 Weeks
Tools: Blender, Adobe CC, Figma
Design Problem
Skyscrapers such as the empire tate building
Objective
Shift focus from the skyline to the on-ground, element of NYC.
Key Words
Playful, Toon