ECCO SHOES
MOVES LIKE YOU REBRAND
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ECCO is a global footwear brand established in 1963. Despite its heritage, history of innovation and dedication to quality, the brand was struggling to express itself.
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It had all the stories, but none of the spiel.
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Working with a small, in-house collective of creatives from around the world, I helped craft, launch and lead ECCO's new brand positioning, Moves Like You.
Launched during the pandemic when the world was standing still, Moves Like You is a joyful celebration of movement and momentum. Whether you are 90 years old or 9 months, an amateur or a professional, into extreme hula hooping or quiet neighbourhood walks – ECCO shoes is for everyone. ECCO shoes Moves Like You.
A huge part of ECCO's brand repositioning was rethinking how they created content. The world was going through a lot, so creative produced six months in advance looked quickly out of place. We instead favoured briefing and working with a range of interesting studios, photographers and creatives to create content that felt relevant to our community and ECCO.
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From global campaigns to seasonal launches, in-store to web to social, our small creative collective produced and created most of ECCO's creative output for over a year and a half. This page is only a small selection of what we produced in that time.
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Hard work? Yes. Super fun? Oh yes.
