SnkrINC believes every sneaker has a soul and a story to tell.
Bridging the worlds of sport, music, art, fashion, and film to create the new home for sneaker-heads.
BACKGROUND
snkrINC is a lifestyle media brand inspired by a dedicated community of sneaker enthusiasts from all backgrounds. We tell stories that celebrate sneaker culture and the people who drive it. United under one simple truth, "Every sneaker has a sole. Every soul has a story," we pay homage to the past; add our voices to today's stories, and entertain the future of footwear. I Partnered with the Managing Chief Creative Director of Kastner Los Angeles to architect the brand, define its values and guiding principles, and develop the brand identity. We also devised launch ideas.
OBJECTIVE
Create a video-first media brand representing the global sneaker culture in a fresh and authentic way.
CHALLENGE
How do we show that sneakers are more than just a fashion statement?
OPPORTUNITY
What if we put the people who make the culture first, and the sneakers second?
MY PROCESS / METHODOLOGY
Below shows a synopsis of my research inputs and findings that informed our strategy after going through academic research, competitive analysis, target definition, social listening, stakeholder and tribe interviews, and workshops.
INSIGHT
It is the person who makes the sneaker, not the sneaker that makes the person that matters.
STRATEGY
While everyone talks about the latest sneakers or the celebrities who rock them, we will show how much the sneaker culture’s got soul, by elevating the tribe while championing individuality within it.
REASON TO BELIEVE
Our tribe often lives in a world that makes them feel invisible. If you don’t follow the trends set by celebrities or corporations, you are not cool.
PROJECT OVERVIEW
Together with Kastner and SnkrINC, we created the brand strategy and visual identity and devised launch ideas. I served as the lead brand and creative strategist and communications planner. We also got involved in revamping the website and generating ideas and presentation materials for TV shows. Below is a snapshot.
