Working with Katy Perry, I developed the visual identity of her footwear brand and launch campaign. It was important to Katy that her influence was peppered throughout in the tiniest of details. The minimal, image-driven design and bold colors complemented the whimsical photography so the shoes could be the star. Each campaign image was concepted to have its own narrative and highlight each shoe’s detailed designs. The website, emails, and promotions often hid easter eggs and utilized motion for an added “wink” and the visuals would be paired with equally pun-ny copy to highlight the product’s personality. We chose photographer Miles Aldridge to shoot the initial campaign as his bold, colorful style could perfectly capture the playful sense of surrealism we had in mind.

CLIENT: Katy Perry & GBG Footwear
ROLE: Branding, Creative Direction, & Digital Design

CAMPAIGN CREDITS: 
Creative Direction: Adrienne Angelo in collaboration with Steven Baillie
Photography: Miles Aldridge
Set Design: Andrew Ondrejcak
Styling: Karla Welch
Makeup: Hung Vanngo
Hair: Shon Ju
Production: Area Twelve
Retouching: Tapestry

BRAND IDENTITY CREDITS: 
Final Logo Design: Meat and Potatoes
Digital Strategy in collaboration with writer, Alison Hessert
Web Design Team: Adrienne Angelo, Anastasia Cook, Ethan Burns, OneStop (developers)
Email Designers: Adrienne Angelo, Julia Dorfman, Paige Silverman, Iryna Dzesiukevich
Copy Direction: Alison Hessert