Staying Relevant when your Audience Grows Up
A storied footwear brand, TOMS invented more than their iconic slip on. They sparked the very idea of a purpose-driven brand. But 17 years into the TOMS journey, their cult audience of positive-impact-driven loyalists has grown up. It was time to get to know them again and grow with them. Enter Nemo Design.
TOMS teamed up with Nemo to redefine TOMS core audience and reimagine their brand identity. Inspired by the warm, uplifting spirit of their maturing fans, we modernized TOMS to meet them where they’re at—reflecting their changing values, motivations and aspirations. This new, flexible system was thoughtfully designed to meet the needs (and complexities) of a modern multi-channel marketing plan.
CAPABILITIES
Research
Strategy
Creative Direction
Concepting
Art Direction
Design
Copywriting
Brand Guidelines
Know your Audience
Winning back your core’s love demands getting close to them again. Nemo dove into the research and interviews in order to bring to life a nuanced strategic target. Knowing what she cares about—timeless style, comfort, personal and collective impact—allowed us to focus the brand around these shared mindsets. The result: positive momentum and meaningful connection.
Wear Good
Since 2006, TOMS has used their business to make the world a better place. Nemo took a phrase already in play and gave it new power to solve for product marketing and brand-purpose communications alike. A fresh anthem for a modern iteration of the brand, Wear Good is TOMS’ promise to connect the impactful style, quality, value and comfort of their shoes with the positive impact their audience can make with each purchase.
Inviting Inspiration
Inspired by brand values, Nemo created a fresh aesthetic that hit TOMS’ core audience in the heart while inviting new fans into the fold. Leaning into TOMS’ OG blue, the softer palette feels warm and welcoming—yet makes the product pop.
In tandem with visuals, we crafted a new voice to speak to our target audience, along with a robust messaging framework that dimensionalizes what Wear Good means through the lens of brand, product and community. The result—a hard-working source of inspiration for TOMS’ internal team to bring to life a simple, powerful message amidst the complexities of their omnichannel marketing plan.
