My goal is to make the brand stand out amongst the dozens of shoe brands on the shelf. I chose to focus more on where the shoes can take you by presenting imagery of the environment rather than focusing simply on the shoe concept itself (like a footprint or foot). This is important simply because the consumer will be buying these shoes to do anything from climb a mountain to walk the dog- either way the mountains symbolize that the shoes will be durable and worth the purchase. The landscape also represents the earth, showing that you are going “green” when purchasing your Peditions, made from recycled materials.
From the start, I wanted to do more than just create a booklet, but I wanted to express to a feeling, and I originally expected it to be humorous. I wanted to play off of the “things you can do in your shoes,” which matches the word splash I use in my stationary, to give off a comical feeling. I pictured creating an accordion fold book with the clean cut selling information on one side, and the other opening up to a large poster with puns and humorous designs, such as someone fighting zombies while wearing the hiking shoes. While researching interesting ways to stich an accordion fold book together, I stumbled upon a book with interesting hand stitched bindery. That was when the travel journal idea spawned.
The pattern of words seen on my stationary and business cards I developed before my logo was even finished and is a big part of my overall trademark. I liked the idea of telling the viewer what to do with the shoes rather than letting them guess. The idea for the envelope was to keep the outside simple, but when the receiver opens it, they will see the same burst of patterns as on the business cards. The pattern inside of the envelope not only provides a unique design, but it also can hide checks that the company might be sending.
