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Graphic Designer
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Payless Revitalization

Payless ShoeSource used to be a discounted shoe store that was located in malls or shopping centers. Payless mainly sold discount shoes that weren’t well known, and the brands provided were usually of cheaper quality. It caused Payless to lose many of their customers. With this rebrand project, I wanted to rebrand Payless to make it into a new innovative experience. To become a unique experience and gain new customers, Payless became a new personalized shopper app. The app will include a new brand identity set, color palette, brand stretch, ad campaigns, and brand promotions.

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Payless New Logo

With the new direction of Payless, we wanted to create a logo that goes with our message of helping people carve paths to their style.

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Color Palette

The Payless color palette will bring back a sense of nostalgia and not stray too far from the old color palette. We accomplished this by choosing an orange that will be seen as fancy and trendy to customers.

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The App

To make Payless into something new and innovative, we wanted to bring Payless into a new era of marketing. Payless will become a personalized app for the avid shoe wearer, that wants to pay less for shoes. The app will bring in personal shoppers that will help the consumer find the perfect shoe for them or help the customer whenever they need it at no extra cost.

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Brand Stretch

Payless not only has an app where you can buy shoes, but they also have the app Payless Studio. An app that can help you take the perfect picture to add to your profile on the Payless app or social media. This app allows you to edit your photos and make them stand out amongst the crowd.

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Ad Campaign

Payless created a new ad campaign series called #BeYou. This campaign was made to showcase Payless as a brand that is welcoming to everyone. This ad encourages people to use the app to post their looks so others can see and appreciate their style.

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Social Act Campaign

Payless will be partnering with Soles 4 Soles to create an event to give back to the community. Soles 4 Soles is a charity that helps deliver shoes to the community and around the world. This advertisement showcases that we at Payless want to help the community and support it in any way possible.

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Brand Promotion

Payless will create a social media promotional code that will bring people to the new app. This brand promotion will include utilizing a promo code to be put into a drawing to win a one of a kind Payless branded shoe.