← All workCase studySteve Madden / 2016

Steve Madden

A manifesto in marker, from sneakers to shop walls.

Steve Madden2016
Steve Madden hand-lettered manifesto: Fight the Power, Stay Fierce, Know Your Rights
The briefSteve Madden

Give the brand a voice of its own, written by hand.

Lettering→ The handwriting
Campaign→ Get Softey
Social→ maddenNYC

From an Instagram sticker to a full wall.

Lettering and campaign art for Steve Madden. I drew a library of hand-lettered slogans and symbols (Fight the Power, Game Changer, the anarchy heart, an eye that never blinks) and built it into the Get Softey collage campaign, maddenNYC stickers and motion, prints, product and social.

ClientSteve Madden
CampaignsGet Softey, maddenNYC
ScopeLettering, campaign, product, social, retail
Part ILettering

The handwriting

In which every word is drawn.

A library of slogans and symbols, every one drawn by hand and scanned so it could scale from an Instagram sticker to a full wall.

Fight the Power, hand-letteredGame Changer, brush scriptAnarchy heart
Anarchy written in black brush script
Anarchy, in brush script
Heart with an eye, radiatingBLAH BLAH BLAH and tally marksSteve Madden in hand-cut capitals
The Steve Madden oval logo, cut up and taped back together
The logo, cut and taped
Part IICampaign

Get Softey

In which slides go soft.

A slides campaign told as collage and color: faux fur, halftone, torn type and the marker marks, from Go Shoe Yourself to Madden Amplified.

Model in jeans and pink faux fur slides against a purple and red gradient
Get Softey
Go Shoe Yourself, Get Softey and Madden Amplified, frame by frame.
Model in black in slides, repeated in offset color against lightning boltsModel in a white robe and pink fur slides in pink and blue light
Get Softey campaign collage: fur slides, halftone portrait and hand-drawn marks
Get Softey, campaign collage
The fur slides portrait repeated with pink hand-drawn circles and smiley faces
Get Softey storyboard: nine frames of type, fur and collage
The storyboard
Part IIISocial

maddenNYC

In which the city becomes a sticker.

Stickers, marker animation and prints, drawn over the city and made to drop into stories and onto product.

maddenNYC, the film frame by frame.
NYC in marker over the street
NYC in marker over the street
The wordmark over a sneaker in progress
The wordmark over a sneaker in progress
The X over the Williamsburg Bridge
The X over the Williamsburg Bridge
maddenNYC stickers on concretemaddenNYC repeat on yellowmaddenNYC stickers on a lip gloss
The jacket, in marker
NYC, in marker
The X, in marker
NYC graffiti print: Stand for Love, Youth Quake, Futurist
Graffiti print
Social grid of Go Shoe Yourself posts
Go Shoe Yourself, on social
maddenNYC social grid in black, white and yellowSocial posts and story frames
Next project2021
Luminous DiamondsView →