U.I.WD. celebrate the diversity of LOUIE’s client base in an elegant campaign for the shoemaker
Celebrating ten years in the business, São Paulo’s eminent footwear brand and fine shoemakers LOUIE sought a refreshing campaign to mark the moment, turning to São Paulo-based studio, and the designers of their original identity, U.I.WD. to take on the challenge.
The campaign was commissioned in response to LOUIE’s desire for increasing the quality of representation within, and showcasing the true diversity of, their client base. Bringing together a community of diverse voices throughout the campaign's art direction, alongside the introduction of Joshua Darden’s Freight Big Pro as the supporting typeface – a choice that bolsters the impact of the Futura wordmark, and highlights the sentiment behind the campaign.
“We didn’t think that changing the logo was the best solution,” Founder and Creative Director Bruno Tatsumi tells us, “the priority was to update the brand’s environment,” he adds, turning to the contrasting refined letterforms and time-honoured silhouette of Freight Big for the resolution. “Elegant and classic with a modern touch,” Tatsumi notes, “which is also the core of LOUIE's essence.”
Providing the polished final touch to the campaign’s sophisticated set-up is the monochromatic treatment of the photography, highlighting the contrast within the typographic treatment, as well as distinguishing the contrast in characters within the imagery. “The products were carefully chosen to fit each style, model and compose well with the whole crew together,” Tatsumi concludes, “so mixing colour and black and white images was the best way to get to this result and organise each story at the same time.”