With over $1.2 million raised through crowdfunding, no-tie shoelace brand Xpand Laces was preparing for nationwide retail distribution. To succeed, the brand needed to reach beyond its core athletic audience to include kids, casual wearers, and seniors. I was brought on to elevate the brand identity for that wider market.
Logo Update, Point of Purchase, Display, Packaging, Marketing Collateral
The original black and neon Xpand branding targeted athletes, but the product itself is for anyone who wants an easy alternative to tieing their shoes. I chose teal as a replacement color because it was on-trend, friendly, inviting, and gender-neutral enough to reach a broader audience.
Xpand was new to market, so instant recognition on the shelf was critical. Product and lifestyle imagery, including hands stretching the laces open, appeared throughout every customer-facing display.
