Puma by Shoes for Crews
As part of the Puma Airtwist by Shoes for Crews branding, I was commissioned to create a visual universe for the Puma Airtwist Low-Composite Toe — a special athletic shoe that features the Shoes For Crews slip-resistant outsole, breathable upper, and an EVERCUSHION® Custom Fit footbed. This shoe is designed for a high level of comfort and moisture control that withstands any climate. The scope included sketches and art direction in reference to the Arctic Circle.
As part of the Puma Airtwist by Shoes for Crews branding, I was commissioned to create a visual universe for the Puma Airtwist Low-Composite Toe — a special athletic shoe that features the Shoes For Crews slip-resistant outsole, breathable upper, and an EVERCUSHION® Custom Fit footbed. This shoe is designed for a high level of comfort and moisture control that withstands any climate. The scope included sketches and art direction in reference to the Arctic Circle.
What I did:
Concept, Branding, Art Direction, Graphic Design
Approach & Strategy:
Rather than simply create asset variations, I defined a scalable visual ecosystem inspired by the Arctic Circle concept — a metaphor for durability, climate resilience, and elemental simplicity. This gave the campaign a unifying theme that could be deployed consistently across sizes, locations, and touchpoints. I led art direction, established guidelines, and ensured the look could flex while staying cohesive.
Concept, Branding, Art Direction, Graphic Design
Approach & Strategy:
Rather than simply create asset variations, I defined a scalable visual ecosystem inspired by the Arctic Circle concept — a metaphor for durability, climate resilience, and elemental simplicity. This gave the campaign a unifying theme that could be deployed consistently across sizes, locations, and touchpoints. I led art direction, established guidelines, and ensured the look could flex while staying cohesive.
Consistency in all sizes and locations was imperative for the new “Arctic Circle” visual universe.
By adhering to a set of guidelines I designed different versions that scale seamlessly and can be used throughout the customer’s touch points.
