Problem: New Republic, a footwear line created by renowned fashion designer Mark McNairy, was created to be the rebellious alternative in men's footwear. McNairy's blunt, unapologetically gritty personality was intended to be synonymous with his brand, but there was a major disconnect between him and New Republic's tone of voice.

Solution: I developed Footwear, Liberated and sold it through as the new tone of voice that captured Mark Mcnairy's personality and vision. New Republic is about rejecting tired trends and breaking with convention. It's a brand that celebrates refined style with an edge and puts the power back in the people's hands by giving them footwear at affordable prices while encouraging them to rock that footwear however they please. I brought these sentiments to life with an edgier tone of voice and executed it across all New Republic creative.