Rothy's

Rothy’s is a sustainable footwear brand that has transformed over 40,000,000 plastic water bottles into shoes since the brand’s inception. In 2019, Rothy’s approached Character to re-think the brand's strategic positioning and visual identity in order to tell a story that goes beyond what they make to why they make it.

As the senior designer on the project, my role was to lead the design team in defining the overarching brand concept, visual language, brand guidelines, and photography art direction. Inspired by the idea of a workshop, the visual identity speaks to the way today’s women drive Rothy’s to create and iterate, constantly inspiring the creative process and in turn, taking inspiration from what comes out. 

Role 
Senior Designer 

Deliverables
Visual Identity System
Photography Art Direction
Brand System Guidelines