23. SHINE ADVERTISING CO.
“Fresh, flexible, and fun were our goals when creating the identity for Umi Children’s Shoes,” says Shine Advertising creative director Mike Kriefski. Umi is a start-up brand specializing only in children’s shoes, so Shine’s challenge was to make the brand look trustworthy right away. “We could have easily used a typeface like Bodoni to make it look like they’ve been around forever; we instead opted for higher production values in order to look legitimate without looking old and stodgy,” notes Kriefski.

When Shine takes on a project, they look very closely at what their clients are selling. “We only choose clients who really want to do something different and deliver a good product,” Kriefski remarks. Umi shoes are handmade and are good for children’s feet. “They are stylish, affordable, and attainable choices for the mother who wants something different,” adds Mark Kohlenberg, president of Umi.

Style is in fact the most important part of the identity. Roughly inspired by the Spirograph many mothers who puchase Umi shoes might have played with when they were kids, the colorful branding strategy is different every time you pick up a new piece of stationery. “Shine did an extraordinary job, beyond all our expectations,” says Kohlenberg. The agency also designs Umi’s website, ads, and in-store signage.
Dina Veprinsky