As one of the top running brands in the nation, Brooks designs and manufactures innovative running products backed by in-depth biomechanical research.

I worked with them to create a simple way to get people excited about their brand by designing a promotional piece to hand out at races.

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I accepted the challenge and began drafting up a handout that would fit a pair of shoelaces in a simple and playful way.

Throughout the process, I wanted to figure out a clever way to integrate the shoelaces into the custom packaging. I tested a variety of places to integrate the shoelaces including a hair tie for women and a mustache for men.


I worked with an illustrator to create the characters and eventually landed on a design that not only protected the laces without the use of plastic, but also displayed them in a way that made the bright colors really pop on the kraft paper and black graphics.


Responsibility Highlights

· Saved on costs, labor and reduced waste by ensuring the laces can stay in place without any extra materials such as tape or twist ties, which also makes for a better customer experience.

· Reduced chemical processing by choosing kraft paper which also helped emphasize the bright colors of the laces and speaks to a younger demographic.


Project completed during my time as Senior Designer at Catalyst Marketing.