(Re)Imaginging the Converse Chuck 70 Launch Campaign

Design the branding campaign for the release of the Converse Chuck 70 High Top Sneaker. This specific style of sneaker is a high end spin off of the traditional Converse High Top, which aims to attract a new demographic of consumer that has a greater appreciation for sneaker and street style culture.

The shoe features Chrome eyelets, Ortholite insole cushioning, and wing tongue stitching, adapted to create the most comfortable and luxurious feel.

Special thanks to Adam Cohn, Vice President Global Brand Creative at Converse, for his continued collaboration with Penn State Graphic Design. 

Course...GD302 (Applied Communications)

Chuck 70

Students...Eleanor Wing, Emily Adar, Hannah Scibetta, Wang Shuyue
Deliverables...branding, product photography, instagram campaigns, packaging, website, zine

Approach...”Throughout this project, we were able to keep a few consistent themes that represented the shoe in a high end way, while still holding true to its classic style. A mix of hi-fi and lo-fi imagery, references to artificial preservation, and the contrast between old and new technology best communicated the concept.”

Instagram Content: https://vimeo.com/291982754
Website: https://vimeo.com/292001682
General Video: https://vimeo.com/296464889

For Humble Obsessors

Students...Kathleen Mensing, Daniel Ziegler, Jill Cordisco, Alexis Stern
Deliverables...branding, product photography, snapchat Ads, packaging, website

Approach...”Our target demographic for the campaign aligned with younger generations who we described as "humble obsessors." The Chuck 70 presents itself as a shoe for those who take pride in obsessing over the details; those individuals can be found scouring the web and social media for the next big thing. For this reason, we leverage motifs and iconography from online platforms in order to emphasize the shoe's attention to detail and step above the norm.The resulting campaign included multiple online assets including gifs, landing pages, and social media advertisements. An exclusive black acrylic influencer shoebox unzips to reveal the shoes within; it resembles a sleeker version of your typical zip file. Throughout our branding, the classic dial-up style of online imagery compliments and contrasts the high-end, yet versatile Chuck 70 shoe.”

Details Matter

Students...Kayla Corazzi, Colin Gallagher, Colleen Wade, Rosie Bellon
Deliverables...branding, print media, social media, website, merchandise, packaging

Appropach...”We created a campaign surrounded around the idea that details matter in all situations, displaying a large scene, and then focusing in on the smaller details.” 

Social Media: https://vimeo.com/296485869
Rotating Logo: https://vimeo.com/296486643
Advertisement 1: https://vimeo.com/297155734
Advertisement 2: https://vimeo.com/297156074
Advertisement 3: https://vimeo.com/297156274

For Humble Obsessors

Students...Nick Wilson, Amelia Ball, Noemie Noullet
Deliverables...branding, print media, social media, website, environtmental graphics, packaging

Approach...”The results and deliverables spanned across physical and digital mediums. All of the deliverables are characterized by Art Deco patterns and motifs that are based from features of the shoe like chrome eyelets, outsole, and cotton laces. Deliverables include two shoeboxes (one black acrylic that's exclusive and one cardboard that would be in stores), posters, store displays, and styling photography.”

Store Window Display: https://vimeo.com/296477028
Indoor Digital Display: https://vimeo.com/296663643

Ryan Russell

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