Florsheim Shoes and Artist Ben Smith collaborated for this one-of-a-kind collection, celebrating self-expression and individuality. Smith hand-paints a consumer-selected design onto a Florsheim shoe, resulting in something completely custom. The Florsheim x Ben Smith collaboration is only available online and prices for a customized pair begin at $700.

A logo, webpages, window decals, invitations, and postcards were developed for the collaboration's holiday launch.

The collaboration identity was designed to mimic the shoes themselves. Using only black and white brush strokes, a hand-crafted feel is achieved and the branding clearly demonstrates the style of this custom collection. The same paint strokes were used throughout the creative assets; from logo to window decals.

The paint-stroke treatment was established during logo development and then applied to the rest of the project. Adobe Illustrator and Photoshop were used to create the hand-painted effects, then InDesign was used to combine text and illustrative elements. Result? Messy sophistication.

The collaboration launch party at Florsheim's store in New York City took place in November and the design elements received many rave reviews. At the party, guests received a preview of the collection, enjoyed apps and cocktails, and Smith hand-painted shoes on site.

Nichole Ott

I'm a multi-faceted graphic designer based in Maryville, Tennessee. I specialize in consumer-facing visual communications for small businesses and organizations, with experience in e-commerce and retail marketing.

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