The Shoe Alternative is about exploring life’s alternatives and figuring out where you want to go. Offering a creative approach to life coaching, they fuse creativity with discussion to help people design the life they want to live. We developed a playful and iconic identity to complement the vibrant personality of The Shoe Alternative and the service they provide.
The Shoe Alternative is about making sure the things you choose to do in life are getting you to where you want to go and not holding you back. For you, the name could be ‘the job alternative’, ‘the uni course alternative’, ‘the dress alternative’ or ‘the boyfriend alternative’. This concept was represented in the logo by the caret mark which is about editing in order to find a new direction.
The colour palette strikes a delicate balance of warm and cool tones, brights and pastels, and presents a wide range of potential colour combinations. A mixture of hand and computer generated, the painterly graphics are reminiscent of the group workshop activities and are used across platforms to convey a unique and personalised appeal.
By using only symbolic graphics, the Life Journal serves as both an integral workshop tool and a beautiful notebook in it's own right. A dual colour system was devised, dividing the journal into four sections to suit each week of the workshop program. The page layouts make subtle reference to the set activities where instruction is provided by the workshop coach.
Thanks to Bronwyn Eager, Charlotte Watson and Michael Alesich.