Custom Crocs Brand System
Crocs has been doing a soft roll-out of a direct to consumer customization program for a few years, but in 2024 they wanted to officially brand the program. Without a brand toolkit partners could reference, we were putting out assets that felt disjointed and did not offer strong brand recognition. Some designs weren’t complementary to the high price point of our product.
Our team stepped in to build a full brand and design system for the customization program.
Role: Art Director // Designer
Logo
The word itself becomes custom, highlighting the "U" as we focus on Crocs for YOU. These custom letters become building blocks for the rest of the creative and allow a cohesive system to be built.
This is a mark that exceeds expectations in a B2B space while allowing growth into an eventual B2C program in the future. We can retain a consistant ubmrella look and feel throughout any current and potential applications.
Color
Our color palette for Customization relies on our new expanded brand greens, while giving us high contrast options for text and backgrounds to use without imagery. These help us stand out from competitors, are on brand, and leave room for creative flexibililty.
We have secondary colors based around our Acid green, to keep things from getting too green heavy.
