The TOMS Project Branding
Art Direction & Design: Catie Takimoto, Copy: Megan Youngblood
Reenvisioning One for One
10+ years ago TOMS revolutionized social corporate responsibility with the simple idea that for every pair of shoes purchased, one would be donated to a person in need. This concept evolves TOMS giving model to resonate with the next generation of changemakers.
A New Horizon
TOMS ideation came from visiting barefoot Argentinian children and giving them shoes necessary to attend school, thus providing growth and education. This logo expands on the idea of new horizons and new opportunities for all. It is an imperfect circle, never complete, as there is alway a new day for things to change.
TOMS Project Visual Identity
Brand design elements include a soft, elevated palette with textural elements to maintain a human touch. Layouts are cleaner, and simpler with a focus on the new way to give back and the people who support it. Product photography highlights the product. Editorial models are candid, not stiff or posed—they are relatable and appealing. Influencers can and should be more direct—they are proud to be a part of TOMS new initiatives, which support causes near and dear to their hearts.
A New Way to Give
TOMS will continue to donate shoes, but will expand beyond One for One and give people what they want—a choice. People want to use their purchasing power to show what they support. By partnering with influencers and targeting local organizations who have worthy causes, TOMS will leverage their influence within their spaces. E.g. Chance the Rapper's who focuses on the Chicago Public School System and empowering Teen Vogue’s annual 21 under 21 summit.