Feelgrounds Brand
Feelgrounds is a young shoe brand that focuses on healthy and comfortable lifestyle footwear, specialized in minimalist and functional footwear and sustainable business and development operations. The brand had a strong product-market fit, which was evident in the community, on social media, and in product reviews.There were some inconsistencies in the brand's impact: a lack of hierarchy, inconsistent color codes with low contrast, and fragmented communication across digital channels.My goal as Creative Director was to strategically and visually sharpen the brand with the aim of creating a consistent, scalable identity that unites product DNA, brand values, and user experience.The project resulted in a noticeably clearer brand identity and a consistent visual language across all channels. Internal processes were simplified, external partners can work more efficiently, and the visual appearance is significantly more precise, authentic, and brand-consistent.
Brand Analysis & Strategy
The first step was a comprehensive brand analysis. I examined all touchpoints from the word mark to the UI design to the photography and identified key inconsistencies.
Brand positioning analyzed
Audit of existing brand perception, competitive environment, and target group positioning. Identification of differentiating features and untapped potential in the premium barefoot shoe segment.
Visual inconsistencies documented
Mapping of all touchpoints from website to social media, email marketing, product packaging, and inserts. The goal was to systematically identify inconsistencies in typography, color use, imagery, and tone.
Strategic priorities defined
The strategic goal: “Unify the brand through a design system rooted in the successful product itself.”
Areas of action: Standardization of visual language, structuring of product architecture, optimization of the digital customer experience, in the shop and in marketing. The brand should visually reflect what the products embody: naturalness, precision, and lightness.
Visual Identity and Refinement
Further development of the visual identity while preserving brand equity.
Brand refinement
The existing word mark was improved in terms of proportion, rhythm, and visual balance. Fine details were added, and a final artwork and monogram were developed to better represent various digital and analog applications.
Systematized typography
Definition of a clear hierarchy for all communication levels. Selection and specification of primary and secondary fonts with precise application rules for print and digital media.
Color system created
Development of a reduced but flexible color palette. Precise definition of primary, secondary, and functional colors, including accessibility standards and application contexts based on the product portfolio.
Visual elements standardized
Design of recognizable graphic elements, icon systems, and layout structures. All visual components follow a uniform design grid.
Brand System & Communication
A compact CI manual was created to make the new identity usable for internal teams and external partners. It documents all key assets, logo, color definitions, typography, layout principles, and visual language, and serves as a reference for consistent brand communication.
Brand guidelines documented
Creation of a comprehensive brand book with precise specifications for all visual and textual components. Application examples for different media and use cases.
Template system developed
Design of modular templates for recurring communication formats, from social media posts and newsletters to product cards. All templates follow the established design system.
Asset library structured
Creation of a central library for all brand elements: logos, icons, graphics, textures. Clear organizational structure and versioning for team-wide accessibility and consistency.
Digital cleanup & UI consistency
At the same time, we cleaned up the visual and structural aspects of the digital presence. The homepage/online shop and marketing assets were revised in terms of font sizes, spacing, and visual hierarchy. I defined typography levels, contrast rules, and grids that strengthen both accessibility and brand consistency.
Standardizing UI components
Audit of all digital interface elements and development of a consistent component system based on atomic design. Buttons, forms, cards, and navigation follow uniform design patterns. First, the basic structure was created, which was then expanded depending on the application.
Optimized information architecture
Restructuring of website navigation and content hierarchies. Reduction of cognitive load through clear categorization and intuitive user flows.
Responsive behavior defined
Specification of the behavior of all UI elements across different viewports. Breakpoint strategy and adaptive layout systems for a consistent user experience.
Collection architecture & product categorization
A key step was the restructuring of the product portfolio. I introduced a clear segmentation into lifestyle, performance, business, and kids. Categories that combine brand logic, target groups, and usage situations. This structure creates clarity in the store and at the same time strengthens the perception of the brand as a versatile but consistent product world.
Product categories and collection identities redefined
Development of a clear differentiation of the individual product lines within the brand based on usage context and product characteristics. Clear naming and differentiation of collections for better orientation. Subtle, visual differentiation criteria for the individual collections were defined, while the core of the brand was retained.
Navigation logic established
Design of intuitive and conversion-oriented navigation through consistent filter and category structures. Users can discover products both in the navigation by application and on the page and in the filters by properties.
Photography Guidelines
To ensure a consistent visual language, I developed photography guidelines for internal and external photographers. These guidelines define lighting, perspective, material presentation, composition, and mood with a focus on naturalness, clarity, and product proximity. The guidelines serve as a briefing basis for future shoots and contribute to global visual consistency.
Analysis of the performance of various photos in performance marketing and social media marketing
As easily measurable channels that are heavily used by Feelgrounds, performance and social media marketing were used to gain initial insights into user behavior and interaction with photos. The results were documented and analyzed to derive the basis for the following development.
Photo workshop
A workshop was held to develop the guidelines, combining the known results from performance marketing and social media marketing with the desired style of the leadership team to develop an authentic visual language.
Context scenarios developed
Definition of usage scenarios that support brand positioning. From minimalist product shots to authentic usage scenarios, from product launches and campaigns to brand campaigns.
Impact & Learnings
Systematics create scalability
A clearly defined design system reduces decision-making effort and massively accelerates the production of new assets. The team can independently create brand-compliant content, test it, and iterate based on the findings.
Consistency increases recognition
The stringent application of visual rules across all touchpoints leads to a measurable improvement in brand recognition and strengthens positioning.