Campaign and Identity

11 10 2009

Epic is a new edgy & personalized shoe/sneaker design aimed at youth/adolescents.  The way it is to be implemented is by promoting it with the unique epic pen which allows the buyer to draw their own designs on their shoes and also incorporating the slogan “Your shoe is your canvas” for this campaign.  In saying this, I have integrated a competition where anyone can draw their own design for the epic shoes, and whoever is chosen, their designs get printed on the next shoe series.  The shoes will be available through the company itself ( or at most common clothing & shoe retail outlets.  This new design will be available at many stores, trying to promote the product more successfully & for youth of different lifestyles.


Having a diversity of stores selling the brand covers a wide range of teen lifestyles (e.g. City Beach=surfy/skating, Williams=comfy & reliable shoe, & Target=family shop, reasonable priced, good quality, and casual).  In regards to the teen target audience, the reasoning behind this is to target youth and promote the versatility, fun & unique personality these shoes have, in particular, including the epic pen & being able to personalize your own shoes.  The tag line ‘Put your foot in it’ is rather youthful slang, it’s the ‘it’ thing, you ‘gotta’ get yourself a pair.  The rainbow colour range lets the teen decide what colour suits them.  As the campaign says, YOU DECIDE.  The actual layout of the logo itself is also aimed at a younger target audience; the backwards graphic ‘e’, the bright, fun colours, the slanted, edgy placement of text & also the straight-to-the-point tagline.  Teens want to make their own choices, so having all seven colours to choose from gives them the chance to have a decision on their style.  Mixing and matching colours, it’s up to them. 


To expand the success & full potential of epic shoes in the market place I have incorporated a number of advertising campaigns.  The ‘YOU DECIDE’ campaign, the ‘Catch them before they run out’ and the ‘Your shoe is your canvas’, all of which incorporate the diversity, fun personality of the shoes.  To expand their success, the design competition was incorporated giving buyers a chance to show their talent, and draw their own designs for the next series of epic shoes.  The advertising is based online, on TV, on billboards, & in magazines to broaden its awareness.   


The epic logo design altogether is used on all advertising, but the actual identity of the design is the backwards e.  This element is used on all the shoes as its branding logo, being simple, effective, & youthful, it also applies to the target audience.  The actual epic shoes ‘e’ is all the colours of the rainbow, however this represents the seven colours in which the design is available in.  The whole design is about giving the customer a choice, letting them create their own style. 





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