CONVERSE

DISCIPLINE:
DESIGN, BRANDING, ART DIRECTION

ROLE:
DESIGNER, ART DIRECTOR

STUDIO:
LAUNDRY SERVICE

ART DIRECTION + DESIGN TEAM:
KATRINA LEE, JOSIEL CORREA

Converse came to Laundry Service for help establishing the campaign look + feel for the 2021 holiday season. The goal was to highlight their new Fall and Winter line in a campaign that spanned from October through January and hit every major shopping moment (Black Friday, Cyber Monday, etc.).

TEXTURES +
COLOR STORY

i. customizing the shoe

The biggest design issue Converse faced was the chaos and quickness of the holiday season. They wanted a system that was easy to use, customize, and handoff to any of their designers.

To make things simple and modular, we developed a library of specific gradients and textures that would add context and dimension to the campaign. The gradients would establish the energy and emotions of each shopping moment, while the textures would reinforce the Converse shoes and their elemental counterparts.

TYPE LOCKUPS +
GRAPHIC ELEMENTS

ii. opening the box

We wanted each shopping moment to feel as exciting as the next. We developed these funky type lockups to go with each one, the shapes reminiscent of 2 Converse shoes tucked inside the box.