Brooks Mock CampaignFinal for Writing Design Concepts, Spring 2024
“Walk a mile in someone else’s shoes” is just a metaphor.
Concept
Create a concept that expresses customization by promoting the shoe fit tool.
Welcoming, Joyful, Personable
How Might We
How might we raise awareness of the Brooks Running shoe fit tool for hot girl walkers and beginner runners so that everyone has the shoe that works for them.
Social Media Content
Fast forwarding through mood boards and hours spent looking at color palettes, these designs were mocked up.
I was really attracted to the interweaving of the text and photo subject. For colors, I felt that a brand that was all about joy and energy needed BRIGHT colors.
This campaign was all about encouraging runners on every kind of journey to find their perfect fit with the Shoe Finder, so that idea was center stage in the copy.
Print Ads
Runners are creatures of habit. They run/walk/jog that same type of trails or paths and rarely deviate. What better place to have running shoe ads then along common running paths. For these pieces, I wanted the copy to feel kind of snarky. In my brand audit, I compared Brooks’ voice to a Peloton instructor: friendly, hyped up, and a little sassy. Once again, our bright colors make an appearance.
Mailers + Promotion
For the last piece of this campaign, we were asked to try something traditional.
I chose to go with a mailer promotional for the hypothetical sale that would have been happening during this campaign. I wanted to stick with the “Dear Abby” / bestie vibes that Brooks gave off, so I tried to make it look like a postcard a friend would send you rather than a coupon.
It’s simple, colorful, and clear.
