Umi Shoes Identity & Branding

Early on, we helped Umi distinguish itself as a premium children’s shoe brand with a European flair and a special attention to design for little feet. After the company was purchased by Weyco Group, we chose a new logo featuring the sun and clouds to capture the radiant playfulness of childhood. Though the new voice we created for Umi is smart, real and slightly irreverent, the Umi brand still conveys a deep knowledge about the ergonomics of growing feet. 

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The website that we designed for Umi increased online sales 100% in its first year and has continued to attract and retain new customers through themed promotions with like-minded partners. We have also worked with Umi over the past five years to build strong relationships with online consumers on Facebook, Twitter and Pinterest, as well as in email blasts and newsletters. 

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Twice a year we shoot the seasonal collection of Umi shoes, art direct a lifestyle photoshoot and compile these assets into trade collateral and consumer advertising. The selection below spans the years from 2009 to 2014.

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We redesigned Umi's packaging for the entire collection using recycled content and glue-less construction.

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