Women’s footwear has long been designed based on what works best for a man’s body. Hettas saw a need to rethink this approach and focus on researching women’s unique biomechanics to create new standards and shoes that move women forward safely and swiftly.

We worked closely with Hettas to help them clearly position and differentiate themselves in a complex footwear market by creating a strategic foundation used to inform product design, brand communication, and a new wordmark that functions as a harmonious collection of colors. Building on this, we crafted key messaging and a visual identity system that work together to build a bold, energized brand that stays unique and relevant.