With over $1.2 million raised through crowdfunding, no-tie shoelaces company Xpand Laces was preparing for nationwide retail distribution. To reach beyond its core athletic audience, Xpand needed to broaden its appeal to a wider consumer base.
overview
With Xpand laces, I was brought on to elevate the brand's identity and increase its target audience to include kids, casual footwear users, and seniors.
scope
Logo Update
Point of Purchase Display
Packaging
Marketing Collateral
Concept
To extend Xpand's reach, research was conducted to guide a refreshed logo, a refined color palette, and redefined imagery, enhancing engagement with a broader audience. Strong lifestyle and how-to images were incorporated throughout the design solutions to highlight the product's versatility and uniqueness.
