Converse (Rebrand Project)

About the challenge:

Each year the Furman University Art department hosts a 24 hour branding challenge for undergrad and graduate students. The challenge begins with a design brief in which a team of students has 24 hours to design a full marketing campaign for a particular existing brand. 

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Consisting of print material, video promotions, physical package design and branding elements, the team presents their campaign before a panel of professional judges. The top three team presentations are chosen and awarded 1st, 2nd and 3rd places.

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About the campaign:

The brief was to create a rebrand for Converse in celebration of its 100th anniversary.

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If any shoe brand was synonymous with both longevity and adaptability, it's Converse. For more than 100 years, Converse stood the test of time and have proudly represented the stories, struggles and successes of groups from all walks of life, from generation to generation.

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Now, after 100 years, We're Shining Our Shoes!

With an up and coming generation, it only makes sense to revamp the classic Converse logo. We’re rebellious. We take risks. To do so, we wanted to make sure we did not overshadow the beloved history and iconic elements of Converse; We took the star from the classic All-Star logo and the chevron stripe from the converse logo and stacked them on one another. This stacking design creates upward movement that feels limitless and allows the Converse brand to have immeasurable growth in the future. 

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Converse has strived to be a defining factor for each generation. From the basketball players of the 20’s, the brave soldiers of WWII, to the rock-n-rollers of the 50’s. The punk-rock rebels of the 80’s to the lifestyle enthusiasts of today, every generation has worn Converse to live out their own bold statements.

 

It’s no understatement that this next generation is brimming with leaders, creatives, innovators and youth that are unapologetically telling their stories for the world to hear. In fulfillment of our mission, we want to support the youth of today and inspire them to share and create in earth-shattering ways. But we’re not interested in simply placing a definition on this generation.

We want to challenge them. And that challenge comes in a single question:

 

How Will You Fill The Shoes?

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The youth of today are ready for a challenge. They’ve persevered and have overcome and it’s time to let new leaders carve the path. And Converse promises to be with them every step of their journey. Both as individuals and as a generation.