How do you brand hidden advantage into visible performance?

We created a bold, emotionally resonant brand transformation for Superfeet, the global leader in performance insoles. Established in 1977, Superfeet began by creating performance insoles for world-class skiers, quickly earning a reputation for biomechanical innovation. The goal + brief of this brand evolution was to reclaim its performance roots, evolve to meet the demands of today's athletes (and beyond), and invite a younger audience into the brand.

Together with Superfeet, we grounded the brand transformation in a new positioning statement: Performance Amplified. This philosophy elevates Superfeet from a product-first company to a brand-led enterprise that helps people perform their best in everything they do on their feet—starting with the Sport Athlete at the apex and extending to the Industrial Athlete and City Athlete.

We created a new Superfeet logo to express forward momentum, bold confidence, and approachable fluidity; a new color palette grounded in black, white, and warm neutrals, punctuated by an electric neon Super Green; high-energy photography and phantom-camera video shot in a lab-inspired setting; tech-driven typography, copy, graphic language, and signature x-ray vision device to express biomechanics, science, and reveal the insole within; and high-fidelity product CGI.

We also created the Powered by Superfeet story construct, which serves as a pithy and flexible system to express the myriad of ways that Superfeet powers your every move. This all culminates in a 70-second brand film that ignites inspiration, emotion, and soul and signals a powerful shift from product-focused marketing to emotionally resonant brand-led storytelling. The film—together with the full rebrand—is a conceptual and visual manifestation of Performance Amplified.