Solution
A platform that disrupts the cycle of consumption. Taking in donated deadstock, ready for the customer to bring it back to life through customization.
This project focused on targeting Gen Z, with an energetic, rebellious tone of voice. One that reflects directly back to the tearing apart of deadstock.
Website
The core identity uses a combination of fluid letters and a clean sans-serif font. The customised letterforms inspire the idea that there are no boundaries set on design when you’re customising from old shoe parts. Representative of individuality, they are core to the personality of the brand.
They create a sense of limitlessness when choosing a sustainable service to create new shoes. It feels rebellious and encourages the consumer to adopt this attitude and get creative.
ENGAGEMENT
The digital touchpoints and physical spaces are designed to appeal to a Gen Z audience.
All digital media is quick, energetic, and speaks to an audience who consume more content on social media and have a shorter attention span.
Reborn events are spaces where people can design their own shoes on screens, in person, and see the deadstock in real life. It’s somewhere to host local artist collaborations with the shoes, set up DJ spaces, and encourage a creative generation.
ENVIRONMENT
Digital billboards that create conversation and act as natural PR for the brand. If you swipe your hand up or down in front of the advertisement, the shoe will ‘rip’ and uncover a new style underneath.
This shows off the idea behind the brand of customisation in a way that feels disruptive and boundary-breaking - in touch with Gen Z and something that will naturally end up on social platforms.