Keds Brand Refresh
Since creating the first sneakers for women in 1916, Keds has had a long history of encouraging women to be comfortable and explore the world.
And yet, as the years had passed, Keds had begun to be associated with one type of woman – preppy, petite, cis-gendered and white. This was not what the brand, or its audience, had in mind.
Made for Women, Whatever That Means. This new mission mandated that we tell stories inclusive of all types of women -- and let those stories find life across all of our assets. Working as a part of the JOAN team, we took an editorial approach to rolling out this new positioning, inspired by an artifact from the brand's legacy. We re-imagined the "Keds Hand-book for Girls," which had been printed in the first part of the 20th Century as "The Keds Hand-book for Women."
Part magazine, part look-book, part campaign and part call-to-arms, each season will be told through a different lens, featuring many different women.
Being a woman means something different to every single woman. We want to stress this throughout the new visual approach by highlighting not only the woman, but specifically the ingredients that make her feel like a woman. Feelings of diversity are stressed not only from imagery, but from a mix of type, textures and moods. All of them stem from th hero image of the woman, but feel ownably Keds.
The design focuses on a collage style, with the iconic Keds blue always tying everything together.
We designed for every touch point - from Manhattan billboards to social to booklet design to digital.
