Shoes For Crews
BRAND EVOLUTION & TEAM LEADERSHIP
Shoes For Crews had grown into a house of products, channels, and sub-brands that needed to feel connected. I led a full brand evolution to bring the system together across identity, catalog, ecommerce, digital, and sales materials, directing the web and print teams that produced it, an art director, designers across both teams, plus outside agencies and photographers. Brand leadership and people leadership at a national company.
Shoes For Crews Rebranding
The logo needed to feel cleaner, more modern, and more flexible without walking away from the equity the brand already had. I refined the mark, simplified the system, and created logo variations that could work across footwear, uniforms, web, print, packaging, and internal materials.
Credit: 2017 grid logo and beacon created by agency partner, Point Blank Concepts.
“As head of sales I worked with Steve closely on a number of critical marketing technology projects. What impressed me most about Steve was his calm and poised demeanor in dealing with complex assignments under tight deadlines.
Steve has a can-do attitude which created a team of loyal followers who respect him for his creativity, optimism and his willingness to roll up his sleeves. Incredibly honest and trustworthy, he was always committed to doing what was right for the business and for our customers.”
Jim Dugan, VP of Sales
Shoes For Crews, LLC
Identity evolution
Starting with the 2016 logo, I created a blue logo version in order to transition to the new (2017) logo and beacon without alienating longtime clients.
The rebrand helped shift Shoes For Crews from a catalog-driven footwear company into a more unified safety and workwear brand. I helped create a visual direction that gave the company a cleaner, stronger foundation for the next phase of growth.
“Steve was always a reliable and hard working Team Member. He’s got a creative style that is very engaging and effective in website and social media environments. Steve improved the creative of the Shoes For Crews website and Mobile Web Site tremendously.”
Matthew K Smith, CEO
Shoes For Crews, LLC
print & Digital
My in-house teams carried the new system across catalogs, ecommerce layouts, digital ads, landing pages, email graphics, and sales materials.
I led the creative direction, reviewed the work, and kept the brand consistent across every customer touchpoint.
unified design
As the brand expanded, consistency became the job.
I guided a shared design language across digital, print, sales, ecommerce, and internal tools so the company could show up as one connected brand instead of a collection of disconnected pieces.
“Steve is a truly diverse, creative talent with a passion for cutting-edge technology. I’ve seen him work with a wide array of mediums, catching any challenge that was thrown at him and consistently delivering great results. His high energy level and positive attitude always make it fun to work and laugh with him. I enjoyed many years of successes with Steve working together at Shoes For Crews.”
Jesse Price, eCommerce Director
Shoes For Crews, LLC
illustration & Iconography
Elements of Safety: It was critical to convey a large number of new and updated footwear features to our customers. I reworked our existing feature element icons to create a unified set which would be used extensively throughout our catalog and website as the “Elements of Safety”.
[Credit: Original icon concepts by agency partner, Point Blank Concepts]. All icons refined by Steve Shreve (me). Waterproof, Water Resistant, Vegan, Extra Cushion, Removable Insole conceived and designed by Steve Shreve (me).
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