Rebranding Purposes:
Creative Direction
Packaging Design
Advertising Material
Corporate Video
Media Campaign
Logo Animation and Jingle
TV Commercial
Photography
Red Packet Design
Copywriting
LF used the emblematic typeface "X" as the base for the design, layering in a 3-dimensional numeric - 20th anniversary to instantly communicate the milestone at first glance. The logo design will be featured on an array of collectibles, which includes calendars, planners, stationery sets, uniforms and many more. Unlike their usual white logo, gold is a confident colour known to be associated with success, prestige, and knowledge has been selected. The colour was a perfect fit for XES's anniversary, depicting the steps that led them to build a shoe empire they own today.
In addition, their brand slogan has changed from "Xpressive, Elegant, Shoes" to "Shoes For Every Moment," illustrating the brand's diversification in offering consumers footwear that complements every occasion. This overall design outlook conveys XES legacy and brand proposition in a lavish and bountiful manner.
To provide a memorable way for consumers to learn about what the brand has to offer, we decided to use an uplifting tone of the brand tagline "Shoes for every moment" as the brand's jingle. We also added the brand's name at the end to ensure better brand recognition and recall in consumers' consideration and buying process.
We believe that one of the greatest ways to encourage customer buy-in is to give them exclusive access to the inner sanctums of a business. Hence in this video, we highlighted the value that XES wants to deliver to their consumers - from their product range, exclusive customer experiences and the business growing journey.
To increase brand awareness, drive sales and position XES Shoes as a brand that prioritises not just style, but also the health and well-being of their customers. To bring positive associations to the brand through articles shows the brand's passions in the health and wellness of consumers.
In conjunction with the 20th anniversary, XES Shoes launched a PR campaign to target fashion-conscious individuals who are looking for trendy and comfortable footwear. This campaign has successfully generated a positive impact on the brand's reputation and image. By establishing XES Shoes as a thought leader, innovator, or expert in its industry, this media campaign can successfully help the brand to build trust and credibility with customers and stakeholders.
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Total Coverage Count Online Articles Broadcast Feature Print Feature |
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Total Reach Total Potential Media Reach , , , |
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Earned Value Overall Earned AD Value (MY) RM , |
New Straits Times (Online) - 7,298,771
|
Focus Malaysia (Online) - 419,297
|
MSN (Online) - 1,252,124,843
|
The Sun Daily (Print) - 832,842
|
Hype (Online) - 1,366,565
|
BFM (Radio/Broadcast) - 450,356
|
Oriental Daily - 9,400 shares | 45,359 reads
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“ Working with LF Creative was a delight! Throughout this year, we were working with them for our 20th anniversary brand transformation. It was a very pleasant experience working with them as they are detailed in their work and services, followed up timely and well organised which makes the whole process seamless. We highly recommend LF Creative Group for those who are looking for a trustable brand consultancy! ”
- Kevin Sat | Brand Manager of XES Shoes (Shellys Marketing Sdn Bhd)
