Payless
Payless is a brand that evokes a lot of feelings and memories … some good, some bad, and some off-brand-shoe-shopping-as-a-kid-with-Mom ugly.
So, after two bankruptcies and a failed “re-opening”, it was time to take back the rich history and establish a brighter future … that was only partly due to bringing back the classic light up LA Gears.
To support the new collabs with sought after partners (Airwalk, Aerosoles, Zoe & Zac, and others), we created a cohesive and consistent brand book and campaigns to be used in the US and abroad and collab-ed with people who get it (Alexander John, Drew Barrymore, etc.).
// Art Direction: Pablo Galimany // Production/Agency: Kreative Kontent
Because everyone, at any budget or background, deserves to look good, feel great and pay less.
“My very first custom was designed on a shoe that came from Payless, I am a Payless kid. Now as an adult, as a designer who creates product for the worlds top brands and celebrities, I’m going to give the community that is tapped for it’s culture and resources the ability to learn creative thinking, product development and strategy through design”
— Alexander John, Famous Artist, Footwear & Fashion Designer on his collaboration with Payless/LA Gear
