This project redefines Skechers' identity and motion design, aligning it with the brand’s mission of inspiring effortless living.
The rebrand infuses movement and energy into Skechers through clean visuals and dynamic motion, celebrating the spontaneity and joy of everyday life. By emphasizing lightness and fluidity, the new identity forges an emotional connection with consumers, positioning Skechers as a brand that empowers individuals to embrace the moment and rediscover the simple pleasure of being born to move.
RECOGNITION
🏆Muse Creative Awards 2025 (Motion Graphics), Gold
🏆Viddy Awards 2025 (Rebrand Motion Montage), Platinum Winner
🏆Hermes Creative Awards 2025 (Motion Graphics), Platinum Winner
🏆Paris Design Awards 2025 (Graphic Design), Winner
🏆Graphis New Talent Awards 2025 (Motion Graphics), Gold
🏆Indigo Design Award 2025 (Mix Media), Gold
🏆Indigo Design Award 2025 (Computer Animation), Gold
🥈Indigo Design Award 2025 (Branding), Silver
01 LOGO DEVELOPMENT
The logo draws inspiration from a 3.5 cm arch support, symbolizing Skechers’ focus on comfort and movement. Its bold, dynamic lines reflect energy and effortless comfort.
02 TAGLINE
Brand Voice: Skechers' brand voice is reassuring, approachable, and uplifting, emphasizing simplicity and joy. It inspires trust and relatability while encouraging a carefree lifestyle and confident movement.
03 TYPOGRAPHY
04 GRAPHIC SYSTEM
The repeating patterns capture dynamic energy, while the varied line evokes continuous movement. Shoe illustrations emphasize the connection to the product, maintaining simplicity and style.
05 COLOR PALETTE
The palette reflects everyday energy with turquoise for calm, purple for confidence, and orange for passion and joy in movement.
06 TRANSITION
The first approach employs match cuts, where movements or elements align between frames, maintaining the same speed or visual rhythm for a smooth and cohesive transition. The second transition leads the viewer's eye by using a moving element to unveil the next scene.
07 IDENTITY POSTER
1) SERIES 1
2) SERIES 2
3) SERIES 3
4) SERIES 4
5) SERIES 5
08 CONTENT POSTER
09 ENVIRONMENTAL MOCKUP
10 WEBSITE
11 MOBILE
Instructor: Elaine Alderette
Software: After Effect, Photoshop, Indesign, Illustrator
Background Music: Put The Work In
Photography, Footage: Dave Hill
* The images and videos only use for educational and non commercial use.
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