INT. UNION SQUARE OFFICE SPACE – AFTERNOON
Building a brand identity for one of TIME’s Best Inventions of 2023 was no easy feat. Especially when it’s for footwear (you try making something stand out in a 50,000-year-old industry!).
Finding shoes that fit is hard enough. Finding shoes that fit perfectly for your size, gait, age, swagger, etc etc may well lean into Shakespearean tragedy territory.
So we took a cue from the ol’ drama king himself and found inspiration in the iambic pentameter—which, as it turns out, was way more inspiring than my high school required reading of Hamlet.
Much like a sonnet’s lilt, your steps' rhythmic patterns build precise data points that define your motion. Thanks to Iambic’s AI and science-driven approach to custom footwear, those rhythms can finally start flowing freely.
How I helped:
brand strategy // verbal identity and messaging // digital assets // brand guidelines // pitch deck
Credits:
Agency: The Working Assembly
Creative Director: Jolene Delisle
Design Director: Diego Barragan
Associate Design Director: Reilly Megee
Senior Digital Designer: Sarah Sprinkle
Senior Motion Designer: Ben Ross