Second Shift was a fashion show put on by CAT Footwear during the Footwear News Platform in Las Vegas. CAT has seen notable success as a youthful, edgy, lifestyle brand in the UK, however the brand is still widely only seen in the US as an industrial, work-boot shoe company. The goal for Second Shift was to reposition the brand in the minds of American retailers to reflect CAT's UK market.

 

Direction for the creative was to capitalize on the current 80's grunge trend in a contemporary way. They wanted the ads in Footwear News to be mysterious, and to emphasize Youngblood Hawke over the brand. 

 

I was a part of the creative team at AUX that was assigned to this project. My contributions included conceptualizing the type-only direction for the campaign, executing the drybrush lettering for both the logotype and coaster-promo materials, and pairing it with the black, distressed background.