John Fluevog Branding

“When we express ourselves as humans, when we have the freedom to do that, when we are not just trying to be something we’ve seen somewhere else, that’s where the authenticity shows through.”

— John Fluevog, on CBC YouTube.

John Fluevog is a cult brand, known for it’s uniqueness and commitment to craftsmanship. The shoes are designed to be unexpected and quirky, often said that they are “always in style, because they’re never in style”. For the re-brand, a new identity was created as well as a marketing campaign. The identity was inspired using untraditional forms, by fusing numerical letterforms, to create the “J” and “F” in the logo.

The campaign was inspired by a person I had seen on the bus wearing JF shoes, someone you might not have expected to be a Fluevogian (as they say). Using people that oppose the expected wearer, the campaign highlighted how Fluevogians shine through as their true authentic selves, no matter the exterior expectations or understandings put upon them.

For the re-brand, a new identity was created as well as a marketing campaign. The identity was inspired using untraditional forms, by fusing numerical letterforms, to create the “J” and “F” in the logo.

In addition to the print/poster campaign, I created a pop up installation. The call to action on the posters wrote “Are you a Fluevogian to be? Visit our pop-up infront of the VAG May 2023”. The intention behind this was to draw the potential new market of Fluevog customers to come checkout the shoes in a new and unexpected way.

Taking a lot of inspiration from the Victorian era, much like many Fluevog shoe designs, the pop-up was designed inside of a giant lampshade.

In addition to the print/poster campaign, I created a pop up installation. The call to action on the posters wrote “Are you a Fluevogian to be? Visit our pop-up infront of the VAG May 2023”. The in- tention behind this was to draw the potential new market of Fluevog customers to come checkout the shoes in a new and unexpected way.

Taking a lot of inspiration from the Victorian era, much like many Fluevog shoe designs, the pop-up was designed inside of a giant lampshade.