CASE STUDY - AHNU
Ahnu, a performance footwear brand rooted in outdoor adventure, set out to expand into the women’s everyday lifestyle category with the launch of a new shoe: The Jackie. The challenge was to introduce an everyday product that balanced comfort, performance, and style, while evolving the brand beyond technical outdoor gear into something more versatile, modern, and emotionally resonant.
At the same time, Ahnu needed a unifying idea that could connect this new direction across product, retail, and marketing, without losing credibility with its existing audience.
Walk New Ground
Approach
We established a clear and scalable brand platform with the line Walk New Ground, a simple but powerful idea that captured both physical movement and personal progression. It reframed Ahnu not just as a performance brand, but as one that supports how people move through everyday life.
From there, the focus was to elevate The Jackie as the embodiment of this shift, designed for women navigating multiple environments with confidence, ease, and style.
Scope
Creative Direction
Brand Platform Development
Campaign Concepting
Art Direction
Identity Design (The Jackie logo)
Packaging Design
Retail / Environmental Design
Execution
The campaign introduced The Jackie through a national rollout that blended lifestyle and performance, positioning the shoe as equally at home on city streets as it was on the move.
A new logo for The Jackie established a distinct product identity within the Ahnu portfolio, while maintaining alignment with the parent brand. The visual system extended across multiple touchpoints, including a custom-designed shoebox and in-store tabletop displays that elevated the product at retail.
Photography and campaign visuals focused on real, world movement, capturing a sense of ease, confidence, and versatility, to reinforce the idea of going beyond a single use or setting.
Results
Within two years, The Jackie generated a 40% increase in retail store sales, driven by strong consumer adoption and positive market response.
Its success led to the introduction of a men’s counterpart, The Jack, expanding the product line and reinforcing the platform’s scalability. Shortly after, Ahnu was acquired, marking a significant moment of brand and business momentum built on this new direction.