Footwear Brand Image Refresh
Diego Sánchez
The Brief
The company sought to refresh its image, as it was strongly positioned in Ecuador as a family-oriented brand focused on the back-to-school season.
The goal was to expand into a more youthful and urban market. To achieve this, the visual identity shifted toward a grayscale palette, moving away from its previously colorful look to create a more mature and contemporary feel.
Across social media, the approach emphasizes bold and eye-catching compositions where footwear and models take center stage. This same principle extends to all advertising materials.
For point-of-purchase displays, featured models are highlighted in-store, allowing color and visual focus to be driven primarily by the shoes themselves.
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Posted Apr 6, 2026
Refreshed the brand image of Ecuador’s largest footwear company to connect with a more youthful, urban market
