VIONIC
CLIENT
Vionic - A Caleres Brand
INDUSTRY
Fashion - Footware
ABOUT
After nearly a year working in-house at Vionic, a support-focused footwear brand, I was part of an internal rebrand that shifted the company toward a more modern, wellness-driven visual identity—refreshing all brand touchpoints while retaining the existing logo. As a core member of the design team, I contributed heavily to photo direction and image editing, helped define the updated color palette and typography, and played a key role in standardizing workflows by training both designers and developers on Adobe XD for responsive web implementation. Since transitioning to Figma, I continue to collaborate closely with the team as an external contractor.
SERVICES
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Branding
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Landing Pages
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Email & Social
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Catalog Layout
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Photo Editing
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Motion Graphics
Website
Redesigned responsive landing page layouts, created templates. Updated style, cleaner, and let the new photography speak for itself.
Social Ads
Static & animated, sized for Instagram, Facebook, Pinterest and Google.
Developed a mobile-first, responsive email redesign that focuses on user engagement. The new design incorporates a modern aesthetic while maintaining simplicity, ensuring a seamless experience across devices.
Rebrand - Fonts
We decided we wanted a subtle update to the fonts, sticking to a clean sans serif, for both title and body copy choices. We wanted to go lighter, slightly more delicate, but easily legible. And Tenor Sans had the perfect sophisticated personality to grab attention.
Rebrand - Color Palette
Instead of using strict brand colors, we decided to move in a more holistic direction, letting the photography and environment help dictate our colors moving forward.
Rebrand - Technology
Our "Tech Mapping." We wanted to illustrate the support and balance Vionic is known for and how it extends to benefit the rest of the body from the feet up. Also examples of our feature call-outs and support solutions.
Photo Editing
Redoing a photoshoot because a shoe has changed a feature before going to market or because of a sold-out color can be incredibly costly for the client - that's where I come in. Changing the color, texture or even more dramatic features while maintaining accuracy is a delicate art, and a fun challenge! Sometimes I'm just cleaning up scuffs or reducing blemishes and dark circles on models, sometimes I get to do some full shoe re-creation.
