The objective of this project is to create a new sub brand under the Converse name that highlights the brand’s history of expression. Unlike other branded shoes, owners of Converse shoes take pride in the imperfect look their shoes get from use over time. Taking the root word “verse” and its multiple meanings, the Versify sub brand was born. Taking the noun and making it into a verb people can act upon. Versify focuses on the expression and stories of individuals that tell through the wear of their Converse shoes. The packing of these Versify branded shoes is more expressive take on the classic Converse box; incorporating the color of the shoes along with a peak into the story of the particular Converse pictured on the box, ultimately raising the statement about how your shoes will be broken in. Whether you’re an adventurous photographer, fine artist, or even a spunky business person, “It’s about the story.”
Branding identity video for conceptual sub-brand, Versify, for Converse. B-roll footage and non-Versify branded artwork belong to original creators: Converse, Peter McKinnon, and Tristan Eaton.