Keds: Made For Women, Whatever That Means

Keds made the first ever women's sneaker. But in the last 100 years, it had lost its way: the brand was targeting a highly specific group that no longer represented the full spectrum of modern, empowered women around the world. I worked with insights agency Intelligencer (London) in partnership with creative team Joan (New York City) to find an entirely new positioning for the Keds brand. In trying to define modern womanhood, we had a big "aha" moment: today's women do not want to be defined. They want to write their own stories and be in control of their own lives. Our research consisted of a foundational online study with 30 incredible women from around the world, followed by in-person fieldwork and filming. The Keds team loved our women so much that we went on to run a longitudinal online community to inspire new product launches and marketing campaigns. Below are the deliverables we created for Keds to launch their new positioning: a stunning print magazine and 3-minute film.