Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Strategy + Voice + Messaging
Commbi believes looking good starts with feeling good. Their ultra-comfy, supremely supportive sandals and slides align your body, adapt to your wardrobe and enhance every step. Forner helped them express their ethos in a brand identity that combines comfort with creativity.
Rather than lead with their innovative mix-and-match footbeds, we wanted to emphasize the style and wellness-driven comfort of the shoes themselves first and then have the modular insoles support that positioning. While we knew the footbeds were new and different, we also knew that people buy shoes, not footbeds. We wanted the footbeds to be a secret weapon that customers would discover and share a step later in their journey. Put simply, first you invest in the comfort and quality of the shoes, then you buy footbeds that uplevel them.
We positioned Commbi as "comfort made creative", to blend the comfort benefit with the brand's stylish, innovative approach and the backstory of their founders, the photography duo We Are The Rhoads.
Inspired by the creative duo behind the brand, we leaned into creative pairings throughout the identity. For the brand tagline Feel Good Shoes, we combined comfort and health in an emotional, everyday way.
In the manifesto, we explored how knowing you’re going to feel good moving around changes the spirit of daily life and the possibilities it opens up for people.
We played with unexpected combinations in messaging that conveyed a casual sense of optimism and playfulness.
In launch messaging, we played around with describing indescribable comfort, inspiring imaginations to feel the fit.
see more on their site.
DESIGN: KATI FORNER /// STRATEGY+VERBAL ID+COPY: ALLISON DOBKIN
*Lifestyle photography for concept only.