Alyssa D. Benjamin

AEROSOLES: Brand Narrative

Challenge: Aerosoles, a heritage brand that had traditionally focused its efforts on print and brick and mortar growth, wanted to target a younger, more diverse audience by evolving into a customer-centric, digitally minded brand without alienating its original consumer base.

Solution: Yummy Colours asked Alyssa to create a brand narrative for Aerosoles that prioritized Aerosoles’ consumers – specifically, their lifestyles, habits and needs. Central to the strategy was Aerosoles’ core identity and its exciting new product strategy that simplified and focused its offerings. According to YummyColours “This movement helped lead to a fresh and compelling visual identity and editorial direction while positioning the brand as an ally in defining one’s own success.” By prioritizing true consumer stories, the strategy celebrated a diverse range of people, professions, and lifestyles who benefited from Aerosoles’ products. While the brand was already known for being comfortable and affordable, Alyssa and YummyColours helped propel Aerosoles into becoming stylish, contemporary, and people-driven.

Show Up: Alyssa created the “show up” tagline for Aerosoles to highlight how the brand’s comfortable, stylish and affordable shoes help customers “show up for more.” She created an editorial direction and creative strategy for Aerosoles that included campaigns, user generated content and social media content.

This approach brought depth and meaning to the brand by focusing on real people, real stories, and real engagement.

Credits:
Agency + Creative Direction: YummyColours
Brand + Creative Strategy: Alyssa Benjamin
Photos: Matt Gleuckart, Aaron Bernstein
Digital: One Rockwell