Blühz | 2024
Identity System
Overview
Blühz is a footwear company founded on quality and care. The foundation of their practice comes from decades of craftsmanship that has been passed through generations. While their heritage informs their techniques, the company encourages evolution in our design, sourcing, and engineering.
I used these values as the foundation of the Blühz identity system, my main goal was to expand the company's audience to younger and working class people while also emphasizing transparency in all of Blühz's business practices.
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Challenges
This project challenged my design thinking by requiring me to evaluate every decision through the lens of the brand's objectives. To position Blühz as a company rooted in quality, heritage, and ethical manufacturing, I had to think beyond aesthetics and ensure that every design choice reinforced those values.
Solutions
To overcome these challenges, I spent weeks researching companies with similar brand objectives, producing hundreds of icon and type sketches, and developing a cohesive design system to serve as the foundation for every campaign.
From there, I designed each campaign to highlight a distinct aspect of the Blühz brand, including its ethical sourcing practices, commitment to quality craftsmanship, and accessibility to working-class consumers.
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Deliverables
Identity System
Poster Series
Stationery
Business cards
Billboard Campaign
Website
Brand Manual
Full Mark
Wordmark
Secondary Mark
Poster Series
Stationery
Billboards
Website
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Overview
Blühz is a footwear company founded on quality and care. The foundation of their practice comes from decades of craftsmanship that has been passed through generations. While their heritage informs their techniques, the company encourages evolution in our design, sourcing, and engineering.
I used these values as the foundation of the Blühz identity system, my main goal was to expand the company's audience to younger and working class people while also emphasizing transparency in all of Blühz's business practices.
Read More
Challenges
This project challenged my design thinking by requiring me to evaluate every decision through the lens of the brand's objectives.
To position Blühz as a company rooted in quality, heritage, and ethical manufacturing,
I had to think beyond aesthetics and ensure that every design choice reinforced
those values.
Solutions
To overcome these challenges, I spent weeks researching companies with similar brand objectives, producing hundreds of icon and type sketches, and developing a cohesive design system to serve as the foundation for every campaign.
From there, I designed each campaign to highlight a distinct aspect of the Blühz brand, including its ethical sourcing practices, commitment to quality craftsmanship, and accessibility to working-class consumers.
Read More
Deliverables
Identity System
Poster Series
Stationery
Business cards
Billboard Campaign
Website
Brand Manual