We live in a rapidly evolving world. Yet when it comes to our shoes, we're still a few steps behind. Years of wearing mass-produced footwear have conditioned us to think "good enough" was our only option. But Iambic is here to break that.

Iambic is reimagining every motion of the shoe-making process. Their first-ever 360° approach to fit assessment—a combination of AI technology and science-led design features—improves every pair with every wear. The end result is a shoe unlike any worn before that's continually perfected as an edition of one.

As a senior member of the creative team, I developed the verbal identity and accompanying brand applications for this revolutionary shoe startup.

This is a personalized footwear future that's designed to go further. Step Freely.

Note: Conceptual photography. Rights not owned.

Agency: The Working Assembly
Creative Director: Jolene Delisle
Design Director: Diego Barragan
Associate Design Director: Reilly Megee
Senior Copywriter: Jennie Mason
Senior Digital Designer: Sarah Sprinkle
Senior Motion Designer: Ben Ross