TianTian Fu - art director 

                                                                                                          

   
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Goodie: Good for the Sole

Branding |  Art Direction | Logo Design

Cobblering (yes, the shoe repair industry—not the pie) is often seen as “not-so-glamorous” and is slowly fading. But the need to repair and extend the life of shoes is still very real. How can we modernize cobbling while aligning with a core Millennial and Gen Z value—sustainability?

Meet Goodie: a modern cobbler brand focused on customization and circular fashion. 
We believe good things are meant to be worn. Worn in, worn down, and worn out. 




Logo









Identity Elements






Mood





Branding Elements
                                                                     Packaging & Repair tag





                                Business Card




Ad Components
                                Instagram Story



                                Magazine


Placeholder text used intentionally.
 

                                OOH







                                Website (brand story showcase)




Merch

                                Apron


                                T-shirt



Activation Campaign

                               Introducing Goodie in town through a three-part activation.


Part 1: There’s a New Cobbler in TownTo celebrate Goodie’s grand opening, we’re collabing with another local favorite known for exceptional taste: Flour Bakery + Café.
On April 10, we’ll transform our storefront at 112 Juniper Lane into a good old-fashioned open house displaying shoes and samples of Flour’s new confection, fruit cobbler. Nothing says good for the sole like a sweet treat.

                                Part 2: You Heal, We MendIf there’s one part of our community that knows a thing or two about wearing out shoes, it’s our local doctors and nurses. 
So we’re treating these essential workers to a repair and customization consultation on us – whether that’s workday go-to’s or day-off favorites. 
While they spend their time healing others, we’ll do the same for their shoes.


Placeholder text used intentionally.



Part 3: The Worn AwardGood things are meant to be worn. And wearing should be rewarded. 
We’re searching for the worst of the worst. People will send a photo of their most busted, beat-up, and straight-up ugly shoes to our social media for a chance at a free repair and customization. 
Our followers will vote on the most worthy pair. We’ll give it the refresh it deserves. And then we’ll post the finished product on our feed. AKA the pinnacle of footwear fame. So, Goodie community, go get wearing, walking, and posting.
May the worst shoe win.

Placeholder text used intentionally.




                          Art Direction/Design: TianTian Fu
                          Copywriting: Katherine Johnson    
                          Core concept co-developed with Katherine Johnson and Emilie Dumas
                         
                          Shoe photo sources: Instagram @sashiko_gals and other online images. Project is for educational purposes.



         
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Disclaimer: 
                          Some images used in this project are sourced from royalty-free platforms such as Unsplash. These were used for academic and conceptual purposes only. All rights belong to the original photographers.