PAYLESS
CREATING AN EMOTIONAL CONNECTION
Fun, fresh, fashionable—and, oh yeah, for less. Goodbye, value-brand reputation. Hello, identity that celebrates fashion over function.
WHAT WE DID
Brand Positioning Visual Identity Graphic Design Environmental Design Consulting
CHALLENGE
One of the world’s largest specialty retailers, Payless, was saddled with a reputation for sensible footwear at value-brand prices. This didn’t build any loyalty with shoe-loving but cost-conscious consumers, who saw it as the place where they had to shop—not a place where they wanted to shop.
SOLUTION
We crystallized a positioning that celebrated the endless fashion options possible when you don’t have a lot to spend on great shoes. This led to a visual identity as expressive as the shoes themselves. The vivacious Payless icon, inspired by the swirl found at the end of a kaleidoscope, is highly versatile. Used as a solo design element or as a pattern to showcase the playful color palette, the icon suggests a youthful, fashion-forward brand across a range of platforms.
Payless steps up its image with an upbeat new identity and a welcoming environment.
