A vibrant brand bringing sneaker culture to the people

Sneakers, once a niche hobby, have become a multi-billion-dollar industry. An industry that is constantly evolving, changing, and shaping culture. While sneaker lovers are enthusiastic about the innovation this transformation brings, they are equally perplexed by how little they get to enjoy the rise of sneakers to mainstream culture, due to bots and resellers.

SoleSavy is a sneaker community that is built for and by sneaker lovers. By providing tools, knowledge, and exclusive rewards, SoleSavy gives everyone a chance to get the sneakers they truly deserve.

We were tasked with developing SoleSavy’s brand positioning and identity, which unite their ever-growing community.

To distill the community’s core, we spoke with founders and new and old community members, asking for the reasons they stay active within a largely online community. We found that the community shares a firm belief in an abundant future for sneakers.

In a world plagued with manmade scarcity, SoleSavy exists to create a space for its members’ shared passion to flourish. They aim to empower through knowledge, services, and solidarity, to keep the game fair, fun, and honest. They support one another, and together, they unlock the world of sneakers.

As SoleSavy evolved, it was essential for the entire community—ranging from OGs to novice members—to see themselves reflected in the new identity. With this in mind, ‘Progressive Legacy’ served as the inspiration for the brand’s visual identity concept.

The concept aims to bring heritage passion to the future. While the street culture references, such as the basketball orange, Brooklyn brick red, and vibrant shades of graffiti, still lie at the core of the brand, the new typography injects the subtle, robust feel of tech. It’s balanced with the warmer feel of hand-drawn illustrations.

With the new brand strategy and visual identity developed, we redesigned SoleSavy.com to bring its new focus and energy to life. The design of the website relies heavily on micro-animation and bold layout to remain true to the dynamism of sneaker culture.