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 mix-and-match footbeds, we wanted to emphasize the wellness-driven comfort of the shoes themselves first, with the modular insoles supporting that positioning.
While we knew the footbeds were new and different, we wanted people to invest in comfort. We saw the footbeds as a secret weapon that customers would discover a step later in their journey, advancing consideration.
We positioned Commbi as "comfort made creative", blending emotional benefits with innovative style, reinforced by the backstory of their founders, the photography duo We Are The Rhoads.
The brand tagline Feel Good Shoes combines 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.
Inspired by the creative duo behind the brand, we leaned into creative pairings throughout the identity. 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.