ROLE & CONTEXT
As a graduate student at Savannah College of Art and Design, I was tasked by international footwear design brand, Sam Edelman, to lead a team of accessory designer students to develop a Nordstrom-exclusive sneaker collection for Gen Z and late Millennials, balancing heritage and trend-forward design.
PROCESS
Trend Analysis | Conducted comprehensive trend analysis and qualitative research on Gen Z footwear preferences, identifying emerging fashion and accessory trends across the United States.
Design Development | Curated the vision for the collection while managing a dynamic team of 20 student-colleagues, structuring them into three core areas.
Footwear Design
Core product development
Print & Hardware
Aesthetic augmentation
Marketing & Brand
Brand Storytelling
Prototyping the Capsule | Designed and prototyped five limited edition sneakers for the Spring Summer 2024 line, creating a cohesive brand narrative and an immersive customer experience.
MANAGEMENT STYLE
With only ten weeks from concept to prototype, I deployed a systems thinking approach to uniting the team towards our goal.
It was crucial to foster a team culture of ownership and leadership. By identifying and empowering department heads, I planned for efficient task execution while serving as the connective thread that aligned the vision and facilitated seamless collaboration through the design sprint.
-
The footwear design team focused on the form and function of the collection, creating the core sneaker products, blending innovative design with practicality. We implemented a rapid prototyping practice.
-
The print and hardware design team elevated the collection by integrating distinctive colors, prints, patterns, and hardware elements, enhancing the visual appeal and individuality of each piece.
-
The marketing and brand team was responsible for studying market trends, this team crafted compelling visual content and led brand storytelling efforts to resonate with younger consumers.
THE MUSE
To extend the design vision of this founder-driven brand, we immersed ourselves in understanding her persona and style, imagining her as a Gen Z or late Millennial figure. This exploration provided a North Star for our creative focus, ensuring authenticity in our design approach. Our color and fabric palettes were inspired by the emotional diversity of today’s twenty-something women. From tones reflecting quietude and introspection to those bursting with individuality and youthful exuberance, the collection embodied a spectrum of moods. This vibrancy extended beyond the materials to the marketing collateral, creating a unified brand experience.
Sam Edelman’s wife and co-founder, Libby Edelman, served as the creative muse for this project.
DELIVERING BEYOND THE ASK
Seeing the Capsule as an Experience
The Product
Beyond delivering a five-sneaker capsule, the team developed a library of sneaker silhouettes designed to inspire future collections for the brand.
The Narrative
We crafted in-store brand collateral, marketing films, catalogs, and packaging design, seamlessly integrating sales with storytelling.
The Touchpoints
By treating each customer interaction as an opportunity for brand engagement, we delivered experiences that went beyond the initial brief.