Overview
Rooted in the heart of New York City, this Steve Madden rebrand pays homage to the company’s origins with a bold and contemporary aesthetic. The redesigned shoebox features an intricate map of New York City, symbolizing the brand’s deep connection to its roots. Beyond packaging, the rebrand extends into the urban landscape with environmental posters, and a curated streetwear line complements the footwear, blending fashion-forward design with the grit and authenticity of NYC street culture.
Key tools
Adobe Illustrator
Adobe Photoshop
Highlighted skills
Logo design
Typography
Product design
Main goal
Develop a rebrand that targets trends
Maintain consistency by using a limited color palette
Reintroduce the origin of the brand through bold typefaces and illustrations