Shoes & Sox is a trusted kids’ footwear retailer known for expert fitting, and we helped reposition the brand as the destination for both sensible school shoes and fun, expressive footwear — proving that expertise and playfulness can confidently coexist.
Scope
- Brand Art Direction
- Brand Guidelines
- Brand Identity
- Brand Storytelling
- Brand Strategy
- Campaign Identity
- Campaign Strategy
- Copywriting
- Film & Motion
- Full Service Production
Credits
- Stills & motion by Alexandrena Parker
- Styling by Rebecca Vitartis
- Editing by Brett Brown
As a multi-brand retailer in need of a refreshed identity, Shoes & Sox sought to modernise their presence for millennial parents and increasingly discerning Gen Alpha kids. Our task was to elevate the brand’s relevance while clarifying their offer, ensuring they could communicate multiple messages without losing the clarity of what makes them special.
The brand needed to feel more desirable to new audiences while tackling a communication challenge: how to speak to fitting expertise, style, personality and value without overwhelming customers. We reframed the narrative to position Shoes & Sox as both the authority parents trust and the place kids feel excited about.
Through an in-depth strategic workshop, we uncovered that once customers experience Shoes & Sox’s in-store fitting service, they convert for life. This led us to expand the idea of ‘the perfect fit’ beyond shoe size to include personality, adventure and family budget. The brand became an ally for parents and a champion for kids — celebrating individuality and recognising that every child deserves shoes that express who they are.
We developed an energetic visual identity supported by a tiered typographic and messaging system to bring clarity and expression across every touchpoint. A suite of shapes, colours, characters and refreshed photography created a flexible toolkit that celebrates individuality, debuting in the Back to School campaign that launched the new identity.
