Project Description
Choza is an urban footwear brand that I created as a side project. I designed the brand, shoes and box and the shoes were available for pre-sale for thirty days. I created advertising pieces and did marketing through Facebook ads, Twitter, Instagram, flyers, and wheat paste posters that were put up around town.
The goal of Choza was to create a hip and urban footwear brand that was also socially conscious and would donate a portion of the proceeds to several non profits. The brand was inspired by street art and people and designed to look fresh and minimalistic. The shoes were to be hand-made in Italy, with real leather.
Shoe Design
I wanted the shoe to be simple, versatile and clean, something casual enough to wear everyday but also a shoe that you could pair with something a little more dressy. I wanted to keep from making the shoe all about the brand name by making the logo small. I chose the black leather and gum soles with teal and white accents in the seam and laces, so that the shoe could be paired with a variety of outfits and look fresh without distracting from the rest of a look.
Logo
I created the logo to be clean and distinctive, with strong lines and sharp corners. I wanted the logo to be geometric and bold so that it feels brave and confident to reflect the attitude of those interested in streetwear in my target market. It also needed to be easily scalable so that it could be read at a small size on a shoe but also look good on large advertisements.
Social Media Posts
As part of the marketing effort I created Instagram, Twitter, and Facebook accounts, below are some of the Instagram posts.
Website
Shoe and Box Design
Wheat-paste Poster
As part of my marketing strategy, I decided to hit the streets and put up posters around town, as well as pass out flyers in several different areas.
This video was shot to give a behind the scenes view of making wheat-paste posters and was posted to the Choza Instagram account.
