We created a bold, emotionally resonant brand transformation for Superfeet, the global leader in performance insoles. Established in 1977, Superfeet began by creating performance insoles for world-class skiers, quickly earning a reputation for biomechanical innovation. The goal and brief of this brand evolution was to reclaim its performance roots, evolve to meet the demands of today's athletes, and invite a younger audience into the brand.

Together with Superfeet, we grounded the brand transformation in a new positioning statement: performance amplified. This philosophy elevates Superfeet from a product-first company to a brand-led enterprise that helps people perform their best in everything they do on their feet.

We developed a new logo, color palette, and graphic language that includes a signature x-ray vision device to express biomechanics, science, and reveal the insole within. We art directed and shot high-energy photography and phantom-camera video in a lab-inspired setting, along with high-fidelity product CGI. We also created a 70-second brand film that illustrates the shift from product-focused marketing to brand-led storytelling.

ROLE: ART DIRECTION + DESIGN @MLTINYC