Why: The early 2000s marked the beginning of a new era in consumer marketing, one that pulled down the walls between products and purpose. Conscious consumerism was a big idea and a massive opportunity. It also revealed itself as complicated and challenging for consumers to understand. As a brand built on deep personal values, Converse was an easy choice for participation–but it struggled to articulate the proposition in ways people could understand. 

What: The brief for foundational positioning of Converse (RED) was clear: make people understand, make them care, drive purchase. In other words: how far can we distill this massive idea? The solution was to leverage the clarity and human-centered focus of Converse’s voice to create a natural door in, and then build opportunity and impact from there.

Who: Converse Brand Design