Pace
Identity and campaign landing for an independent running shoe—performance story, lookbook structure, and web UI that sells emotion as much as tech.
The Challenge
**Pace** had a strong shoe and athlete tests, but the brand read like a spec sheet: lots of foam names, no emotional hook. They needed a story runners could repeat in one sentence—and digital that felt fast and human, not like a medical device brochure.
What I Did
I wrote a tighter positioning around **momentum for everyday miles** (not podiums), then designed a wordmark with forward motion baked in. The landing page leads with feeling—route, weather, rhythm—before tech specs. I structured a lookbook so their photographer could shoot consistently, and gave retail partners a one-page sell sheet that matches the site.
Deliverables
