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. 

Screen-Shot-2022-03-18-at-2.56.01-PM
Screen-Shot-2022-03-18-at-1.53.49-PM

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.

CyberWeek_Lockup
BlackFriday_Lockup
CyberMonday_Lockup
12Days_White__NL_Vert_Lockup
12DaysLockup_Hor_White
Artboard-2
iii. admiring the patterns 

To allow more customizability, we introduced Converse-themed patterns that could be easily modified and applied onto any gradient background.

Artboard-1

FINAL APPLICATION

iv. lacing those bad boys up

Capaign Launch

Converse_GIVECONVERSE_MOCKUPS_Desktop
Converse_GIVECONVERSE_MOCKUPS_Mobile

Cyber Week

CyberWeek_Homepage_Desktop_V2
CyberWeek_Homepage_Mobile_V2

Black Friday

BlackFriday_HomepageDesktop
BlackFriday_HomepageMobile

Cyber Monday

CyberMonday_Homepage_Desktop
CyberMonday_Email_Mobile

12 Days of Converse

12Days_DesktopHomepage_Day10
12Days_MobileHomepage_Day1

Social - Instagram Stories

Converse_GIVECONVERSE_Social_9x16
Artboard-1-copy-2
BlackFriday_Social-9×16-1
CyberMonday_Social9x16

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