MOZO Footwear

Branding

When Shoes For Crews acquired MOZO, the brand needed to feel more connected to the culinary world without losing its edge. I helped shape a cleaner, more lifestyle-driven direction that could work across all sales and marketing touchpoints.

brand direction

MOZO already had a strong name and attitude, so the goal was not to overwork it. I refined the visual direction around modern food culture, giving the brand a sharper system for product storytelling, photography, and customer-facing materials.

Product detail showing how the MOZO branding appeared on the shoe itself, from interior labels to branded finish details.

Brand Style Guide

The style guide gave MOZO a clearer point of view. It brought together product imagery, chef lifestyle photography, color, texture, typography, and layout direction so the brand could feel consistent across every channel.

Brand guide layouts defining the visual tone, photography direction, and core design elements for MOZO.

Mood boards and image studies used to build a more culinary, lifestyle-driven direction for the brand.

print & Digital

I extended the MOZO system into catalogs, product pages, and digital layouts built to sell the shoes with more energy. The work balanced clean product information with richer foodservice imagery, giving the brand more personality than a standard footwear catalog.

Catalog layouts combining product features, colorways, and chef-focused brand storytelling.

Product grid pages designed to make the MOZO line easier to browse, compare, and buy.

Digital shopping concepts showing how the brand could carry into mobile and ecommerce experiences.

creative direction

I led the creative direction for a lifestyle shoot built around real kitchen energy, not stiff studio poses. A freelance photographer handled the shoot, while I shaped the direction, styling, locations, and shot list so the product felt connected to working chefs, restaurant spaces, and the pace of the job.

product photography

I led the creative direction for MOZO product photography, starting with concept and FPO shots to define the angles, framing, and product details we needed.

The final images were shot by a freelance studio photographer, using that direction to create clean, consistent assets for ecommerce, catalogs, and sales tools.