Develop a new brand of footwear that fits somewhere on the spectrum between athletic shoes and fashion wear. Design the brand identity, logo, app launcher, homepage, packaging and an OOH piece.

Minus 5 Spectrum.png


Minus5 Shoes: element-proof sneaks that bring eye-catching style, warmth, and grip to the slopes. Insulated with abundant fleecy goodness, they also feature aggressive hiking boot tread for a confident grip on all but the iciest surfaces. Look good and stay warm after an epic session of carving the pow.


The first step after figuring out the product description was choosing a name. Minus5 was chosen because it can work globally, playing off both the Fahrenheit system used here in The United States and the Celsius system used abroad.

Given the nature of a snow sport brand, I wanted to keep things cool with a blue primary color to reflect the qualities of winter and snow. I added a little hot pink to embody the flare, attitude, and sense of style that is common among many winter athletes, especially snowboarders. White text rounds out the mix, which is a nod to the frozen stuff that's so popular with members of the target market.

The Minus5 brand needed to fit into today's modern landscape, which directed the logo design, secondary design elements (taken from the logo), and the sans-serif typeface choices.

Minus5 Homepage.jpg

Find something new