AHNU – THE CHALLENGE
Known for athletic, stylish, and comfortable footwear with vibrant colors and original designs, Ahnu set out to expand beyond its outdoorsy roots. With The Jackie—a casual, everyday shoe for women—they needed a compelling brand story to stand out in a crowded market and position it as the perfect go-to: from yoga to errands, shopping, dining out, and everything in between.
THE SOLUTION
A fresh, uplifting brand was crafted for The Jackie, staying true to Ahnu’s spirit while making it approachable and distinctive. Fun illustrations, bright colors, and positive, engaging messaging set the tone, while advertising and photography highlighted the shoe’s versatility in playful, relatable ways. The creative direction made The Jackie feel both personable and aspirational—clearly differentiating it from competitors.
MY ROLE
Directed, designed, and managed the launch of The Jackie, including its brand identity, logo, tagline, advertising, tabletop displays, shoebox, and photography. Developed the overarching brand tagline for Ahnu—“Walk New Ground”—which became the foundation for all future product lines. The tone was positive, uplifting, and exploratory, serving as a metaphor for both movement and personal growth.
the results
Within just two years, The Jackie earned an enthusiastic response from consumers, driving a 40% increase in retail store sales. Inspired by its success, Ahnu introduced a men’s counterpart, The Jack. Soon after, the company was acquired—a testament to the strong brand and business momentum.
