Helios — Lily Wojciechowski

If you were a shoe, what style would you be?

This prompt tasked me to develop a comprehensive brand and style for a shoe that reflects my personality and interests. Because I value individuality, I wanted to create an outlet for personal expression and unique style. I was also inspired by my appreciation for 1960’s pop art and incorporated this iconic artistic style into my brand.

Shoe Brand: Helios

I named the brand after the mythological Greek sun god Helios to emphasize its brightness and radiance. It is also an allusion to Peter Max’s iconic depictions of sun rays in his works.

Shoe Style: Max

The style is named after Peter Max, an influential German-American pop artist of the 1960’s. His work is associated with bold colors and bright, vibrant iconography.

Mood Board

Helios Max are bold, bright sneakers that encourage individual expression and confidence. To inspire my logo and branding designs, I compiled a series of images to reflect the proposed look and aesthetic of the shoe. They are intended to be comfortable and casual enough for everyday wear while still being fashionable.

Customer Persona

Helios Max customers are individuals who want to express their unique personal style and have the confidence to try new things. These shoes appeal to younger generations who wish to explore new styles of art and fashion and emphasize creative expression.

Because of the solar themes in the brand, I created a brand logo that reflects imagery of the sun, with the rays resembling Peter Max’s style. The logo for the shoe style is Max’s signature.