In 2017, I had the opportunity to work as an industrial designer at Skechers Performance. My tasks include designing footwear for collections launched in the Fall of 2017 through 2019; revamping the graphic design assets of the division; and creating a new packaging system that solves the issues facing sales/stock associates and consumers.
Creating a variety of footwear based on specific prompts given based on the vision and essence of the seasons from the brand creative directors, mixed with personal research to elaborate on a few fresh designs. The most important design process was to understand the relations between the different lines of products and the customers who buy them —from the more casual On-The-Go line to a more lifestyle-oriented line One by Skechers. It is always crucial for the team to understand what we're trying to achieve by our designs. Whether it is to revamp a classic silhouette, pairing style and comfort, or to answer to the current demand in trends.
Given an innovative TPU sole of a golf shoe as the base to design from the bottom up. The initial goal for me was to understand how people play golf —a sport that I had only tried once years prior, observing and asking different key habits and moves of typical golf players. The second goal was to understand the appeal of golf as a sport mainly for younger Asian market and its older American counterpart to ensure that the design solution wouldn't alienate one or the other. The final design highlights the innovation with an accent color that also signifies its importance and removability, appearing futuristic, but also timeless at its core at the same time.
As a part of a collaborative effort of the division I was tasked to create different colorways for pre-existing and pre-production shoes made by the other designers. Putting material-and-color theory into practice by combining diverse color schemes and materials based on some set directions for the specific product line and season.
Redesigning the packaging for the entire Skechers Performance division to make it appear more cohesive while retaining each distinctive appeal. The package system consists of boxes for each individual line and tissue wrappers that can be shared for the entire brand —whether for permanent, seasonal or promotional purposes. The process involved digital conceptualizing, color matching and testing, mockup building, and sample checking.
Redesigning the template for the UPC label used to make it easier to read by both store associates and customers who self-browse for items. While the old design mashes every information together, the redesign puts order and hierarchy on it. Features are highlighted, an image of the shoe is clearly displayed, while all other specifications like SKU numbers and sizes are organized accordingly. I also designed feature stickers that can be placed on a box to highlight the innovation.
Improving some existing logos to work better on multiple orientations and application. I also explored some logo possibilities of the newly founded One by Skechers. In addition, I created a few icons to highlight features that speak concisely to the customers when they see them.