CASE STUDY - AHNU
Defined a brand platform and product identity that helped reposition Ahnu in the market, driving retail growth and expanding the product line.
Ahnu needed to introduce a women’s shoe that could balance performance and everyday wear, standing out in a crowded category while appealing to a broader audience. The challenge was to create a brand and product story that felt both functional and desirable, bridging technical credibility with lifestyle appeal.
I led the development of a cohesive brand platform for The Jackie, aligning product, packaging, retail, and marketing to create a unified and scalable expression of the brand.
Walk New Ground
Approach
Developed a brand platform that positioned Ahnu as both performance-driven and lifestyle-oriented, anchored by the company-wide tagline Walk new ground. The approach centered on creating a product identity that could extend beyond a single shoe, establishing a foundation for future growth.
Aligned creative across product design, retail experience, and marketing to ensure a consistent and recognizable presence at every customer touchpoint.
Scope
Brand platform and positioning
Company-wide tagline development (Walk new ground)
Product identity and logo design (The Jackie)
Packaging design (shoebox system)
National advertising campaign
Retail and in-store display design (tabletop POP)
Product launch creative direction
Execution
Led the creative direction for the launch of The Jackie, developing a cohesive visual and messaging system applied across advertising, packaging, and retail environments. The work balanced performance credibility with a more refined, lifestyle-driven aesthetic, helping the product resonate beyond traditional outdoor footwear audiences.
Designed the Jackie logo and shoebox system to create a distinct and recognizable product identity, while retail displays and national advertising extended the brand into physical and experiential environments.
Results
The Jackie drove a 40% increase in retail store sales within two years
Led to the introduction of a men’s counterpart, The Jack, expanding the product line
Contributed to increased brand momentum, culminating in a company acquisition