Born in the 1920s, Naturalizer believed women deserved a better-designed shoe, and so began the company’s tradition of ingenious, elegant design—quickly becoming a shoe for college-goers, travelers, and women workers during World War II.

To compete with recent and rapidly-growing entrants in women’s footwear, Naturalizer invited us to evolve and reimagine the brand for modern-day customers.

We first identified a new target customer and built a strategy to drive the company’s growth among them. We then created a new brand expression that revitalizes Naturalizer’s history of creating inventive, and always elegant design while finding inspiration in American modernist design. We introduced Naturalizer’s brand strategy, identity, and products with flagship stores in NYC and Chicago.

After the introduction of Naturalizer’s new brand strategy, identity, products, and flagship stores, their fiscal year sales soared; up 17% for retail and 11% for wholesale. Naturalizer jumped into the top 15 women’s footwear brands, contributing to the highest revenue in the company’s 100-year history.