CPG | Sports
Skechers is a leading sports and lifestyle brand founded in Manhattan Beach, California, known for its comfort, durability, and innovative design. Committed to accessibility.
Skechers provides footwear and apparel for people of all ages and backgrounds, empowering individuals, families, and communities to stay active and connected. With a focus on comfort and joy, Skechers continues to inspire an active, engaged lifestyle worldwide.
Industry
CPG Sports
Time
Winter 2024 - 2 weeks
My Role
Design
Tools
Figma
Photoshop
Illustrator
Go beyond aesthetics to reflect a lifestyle.
Outdated design with generic patterns
Lack of brand differentiation and emotional connection
Not appealing to younger-generation consumers ↓
Limiting growth and relevance
Inconsistent design language ↓
Creates confusion and weakens brand credibility
The color palette is overly vibrant, affecting readability and clarity.
The colors chosen do not resonate well with middle-aged consumers.
The designs lack distinctiveness, relying only on color and text variations—requiring consumers to read the text to understand the product.
Workout with the loved ones | Blue Sky, natural and sunny lighting
Featuring people in motion adds energy and immediacy, allowing billboards to tell compelling stories at a glance
