COMING SOON
PRODUCT STRATEGY
In 2025, Superfeet Worldwide underwent a comprehensive product rebrand that impacted the entire product portfolio and key brand partnerships. As part of this strategic initiative, I collaborated closely with cross-functional department leaders; including marketing, product development, and executive leadership. Over the course of 18 months, we defined and implement updated product guidelines, a cohesive color strategy, and a refined product information standards. This collaborative effort ensured alignment across all categories and supported a consistent and elevated brand presence across global markets.
SUPERFEET
Objective:
CREATE A CLEAR, INTENTIONAL PRODUCT STORY AND ESTABLISH COLOR ROADMAPS FOR OUR PRODUCTS
UNDERSTAND THE BRAND
What is Superfeet?
A healthy mix of podiatric science, technology, passion for helping people, and a love of fun
A spirit that inspires people to get out and do more
Purpose: To make a positive difference in people’s lives
Customer Profile: Active, Engaged, Optimist
KEY INSIGHTS QUESTIONS
What are Superfeets’ color goals and is it telling the story we want to tell?
How do we assess where we want the brand to go?
What are the visual cues we are communicating?
COLOR. FINISH.
What do we want color to mean?
Does Superfeets’ current colors, textures, and visuals align with the consumer profile?
What are our wins, hiccups, and challenges?
ROADMAP
How often do we want product line colors to be updated?
What are and how do we define our core, directional, and progressive palettes?