Brand Journey

Varsity Spirit

Campaign Strategy, Copywriting, Branding, Collateral, Video, Identity System, Illustration, Advertising, Content Development, Social Media

Step up.

Despite being the industry leader, Varsity Spirit wanted to step up their shoe game in order to truly dominate the cheerleading market.

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Varsity approached us to create a shoe campaign that upped their cool factor, while still staying true to the brand they had built over the past 40 years.



 

VIDEO CAMPAIGN

For the print and social media campaign, we chose individual cheerleaders to embody each shoe's personality.

 

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Packaging

Shoe personality was further demonstrated in packaging elements such as hang tags and custom insoles.

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Tech Terminology

We created a new lexicon and iconography system for Varsity-exclusive technical shoe terms to showcase their material, construction, and quality.