The client came to us with a lot of ambition, but little clarity. That made alignment with the strategy team essential. Together, we created a visual and verbal language that helped the client articulate their preferences, turning ambiguity into intent. What started as open-ended exploration quickly transformed into actionable design pathways, rooted in real use cases and nuanced lifestyle needs.

Since we were on a tight timeline, directing the initial exploration through AI felt like the right call. It allowed us to rapidly prototype a broad spectrum of forms, styles, and construction methods, ranging from the experimental to the everyday. Especially in footwear, where the balance between performance and lifestyle is constantly evolving, AI gave us a lens to move fast without compromising on vision. We sought to explore options that leaned into versatility, while also acknowledging that each form came with its own set of trade-offs. Boots offered structure and presence, ideal for colder climates or more elevated looks, but risked feeling bulky or overbuilt for warmer seasons. Running shoes brought comfort and flexibility, but could feel too casual for a business-casual setting. The sweet spot lay somewhere in the tension between the two, and we let that tension guide our exploration.