John Fluevog is a cult brand, known for it’s uniqueness and commitment to craftsmanship. The shoes are designed to be unexpected and quirky, often said that they are “always in style, because they’re never in style”. For the re-brand, a new identity was created as well as a marketing campaign. The identity was inspired using untraditional forms, by fusing numerical letterforms, to create the “J” and “F” in the logo. 

The campaign was inspired by a person I had seen on the bus wearing JF shoes, someone you might not have expected to be a Fluevogian (as they say). Using people that oppose the expected wearer, the campaign highlighted how Fluevogians shine through as their true authentic selves, no matter the exterior expectations or understandings put upon them.