As a celebrated footwear brand, Converse has a rich product and design heritage. What it didn’t have, however, was a brand guide that brought together the Converse story with practical usage guidance for teams everywhere. Across the globe and across channels, the Converse brand needed unity.
Brand identity | Messaging & Positioning
Beginning by simplifying the Converse logo for flexibility, we developed the first-ever Converse global style guide, which includes licensing, logo and messaging guidance. To supplement the guide and garner buy-in and understanding from the Converse staff, we designed a card deck of images and words that are core to the feelings the brand aims to evoke in its consumer: happiness, confidence, and individuality. As the guidelines were rolled out, these cards helped the brand change conventional thinking.
Converse is the brand of thinkers, creators, inventors, disrupters, and revolutionaries. Since a brand is only as successful as the people carrying its name forward, we knew we had to create something that would inspire the team at Converse to create work that's true to its core values. Our work not only helped paint a picture of the brand’s extensive legacy, but provided a blueprint for how the company and its people can push that legacy into a new era.