In 2022, Cobb Hill Footwear underwent a brand refresh, and I was the creative lead for the entire project. I provided process, art direction, and graphic design services. The project scope involved developing a brand guide, creating a new visual identity, and launching a campaign to establish the brand's new look. The outcome of this project was an increase in ROI and consistent branding across all business units for multiple seasons.
I believe that this hybrid brand guide was one of the best we created. The business model required the creation and rollout of marketing stories on a seasonal basis. Inconsistent brand identity across global markets led us to the idea of combining an identity guide with selling stories, allowing us to provide one document with centralized information. This two-pronged approach was met with great acclaim in our global markets. I supervised the artwork for the guide and provided art direction and design for the seasonal selling stories.
