Launch and market an environmentally-conscious bedding and bath line.
Payless Zoe&Zac
Create and market the first affordable collection of environmentally-preferable shoes.
Over the course of three years, I worked closely with Collective Brands, the parent company for Payless ShoeSource, to not only creatively design and help spearhead the affordable, environmentally-preferable shoe wear line, Zoe&Zac, but also assist in guiding them through the reorganization of their Sustainability Task Force.
Print ads and advertorials ran in a number of fashion and lifestyle magazines. Photo copyright: Payless ShoeSource.
Creating the Zoe&Zac line with the Payless team was quite possibly one of the most fun ventures I got to partake in, given that it was so multi-faceted and extremely hands-on. The Payless team and I spent a year developing the brand and released it to market the following year—showcasing 10 seasons of easy-to-wear footwear and accessories. Given that this was the first affordable footwear brand with an emphasis on environmentally-sound sourcing practices, we opted to create styles that we already knew were best-sellers. This reduced the risk in going to market. The brand was released online in 2009 on payless.com and rolled out simultaneously in 1,000 Payless stores around the country. The brand was praised across a number of press outlets and won Elle Magazine's "Heart of Green" Award.
The brand could be seen here.
< Back to Projects page | Related Projects:
Creative direct a signature collection of certified-recycled eyewear.
Build a more environmentally-minded action campaign from the inside out.