brand strategy, naming & visual id, campaigns, content strategy & marketing, web design & development, packaging, exhibits, creative assets

A brand that grows just like kids do

Early on, we helped Umi distinguish itself as a premium children’s shoe brand with Euro flair and a special attention to design. After the company was purchased by new owners, we rebranded the company with an updated logo featuring the sun and clouds to capture the radiant playfulness of childhood. Though the voice we created for Umi was smart, real and slightly irreverent, the Umi brand conveyed a deep knowledge about the ergonomics of growing feet.

Twice a year we shot the seasonal collection of Umi shoes, art directed a lifestyle photoshoot and compiled those assets into trade collateral and consumer advertising.

We shot a lot of interesting product setups over many seasons, often in challenging, literally precariously balanced situations. There was a lot of luck required just get those shoes to stay put long enough to click the shutter.

Tracy Harris

Creative Director & Photographer

We helped promote Umi with strong social media and digital content strategy, design campaigns and contests to boost engagement with the brand. We worked with partners as diverse as Tea Collection, Boon, Aden + Anais, Micro Scooters and the San Diego Zoo.

As a freelance illustrator, I had such a great experience working with Cricket Design Works. Not only did I get clear, concise direction, but the team was open to my ideas as well—a true collaboration! Together, I think we created a super fun promo that was an excellent fit for the brand.

Emily Balsley


Each season brought opportunities for technical illustration.