Forsake makes all-weather footwear for hiking and everyday wear. They are a Climate Neutral company, offsetting the carbon it creates to make, deliver and sell the shoe. As the Art Director of Forsake, I created their visual identity as well as implemented it into design for the website, pop-up shop and across social channels.
Brand Book
When I started at Forsake, the branding consisted of the logo, a black and white color palette, and a lot of Helvetica. I implemented a new color palette consisting of warmer/neutral tones, and picked a couple new fonts to be used to give the brand a bit more personality.
Website Design
Worked with a developer to create a customized Shopify template. After the redesign of the site, we saw promising growth despite having a smaller marketing budget from the year before. For 2019-2020:
* Gross sales of e-comm grew 8% YoY
* Net income of e-comm grew 362% YoY
* 29% decrease in operating expenses for web
Shoebox Redesign
Forsake was already using this ingenious box design with a built in handle, I hand-drew the illustrations of a mountain range around the outside and a city skyline inside of the box to emphasize the versatility of the shoes. The inside flap also features a summarized mission statement, brand story and sustainability messaging.
Pop-up Shop
In collaboration with Loyal Supply Co., I oversaw the build out for the Forsake pop-up. The art direction was based on a print piece I designed (first image). I designed and painted the outdoor signage, window and wall vinyl, as well as a brand booklet to be placed in customers bags with their purchase.
Content Creation
I art directed, photographed and graphic designed the following graphics used for organic and paid social media.
