From the rebrand, we created a campaign aesthetic that builds on top of the existing brand structure. The campaign adds the heavy use of a custom hand-written typeface, along with illustrated details speaking to the technology behind each shoe. This system is paired with a minimal photography style that captures the expression within each collection and pairs nicely with the organic nature of the campaign elements.

The rebrand included creating a functional system that Rockport could use across their promotional digital assets. This system included art direction for all e-commerce material on the website.

In addition to the rebrand, we created a series of videos that would be used in-store and online. These videos speak to the specific technologies within each shoe and talk about the process used to create high quality shoes with superior comfort.

Credits

Design - Chris Church, Julia Compton, Kevin Davis, Lee Benedict, Emma Fontaine, Tyler Moses

Copy - Laura Wasson, Rebecca Goldsmith