DR. SCHOLL’S SHOES was overdue for a visual rebrand. As the brand’s business goals evolved, its visual identity needed to keep pace—not only reflecting the quality of its products but also aligning with future growth. We approached every step with authenticity, preserving the essence of the brand’s heritage while modernizing its design.
Beyond updating the brand’s aesthetic, we also redefined the creative direction for campaign shoots. With each shoot, we shifted away from a commercial look, embracing a more lifestyle-driven approach that resonated with our Millennial audience.
Nearly everything visual was refreshed to align with the brand’s goals and hope to grab newer and younger consumers:
logo
color palette
typefaces
full site re-design
packaging
creative photoshoot direction
brand storytelling
consumer personas
icons + design elements
typefaces + colors need retro features but not so much that they feel dated and out of touch.
overall creative direction is to feel rooted & connected with the brand’s mid-century heritage. authentic in every way and a quiet confidence throughout visuals + storytelling.
DR. SCHOLL’S BRAND STORY //
We’re the creators of comfort. Independent thinkers embracing the freedom to move with originality, explore what’s new, and live authentically. An American heritage brand proudly rooted in comfort and individuality starting with our founder, Dr. William Scholl.
Always Iconic. Since 1924.
A comfort revolutionary, Scholl changed the shoe game forever, opening the first Foot Comfort Shop in 1924 and transforming the face of fashion in the '60s with iconic styles like our Original Sandal that lives on today. It’s a movement we're endlessly dedicated to: crafting iconic shoes with staying power. Versatile styles for the whole family where quality, comfort and doing good for the planet always come first.
ROLE: cross-team collaboration, market research, design trend research, brand storytelling, art direction, graphic designer.