---
title: Pace
tagline: Selected Project
description: Identity and campaign landing for an independent running shoe—performance story, lookbook structure, and web UI that sells emotion as much as tech.
featured: true
order: 4

# Top visuals
heroImage: '/images/work/pace/cover.jpg'
coverImage: '/images/work/pace/cover.jpg'

# Header actions
liveUrl: https://example.com

# Meta cards
roleLabel: ROLE
roleValue: Freelance Brand Designer
timelineLabel: TIMELINE
timelineValue: 5 weeks
servicesLabel: FOCUS
servicesValue: Footwear, D2C, Campaign

# Deliverables
deliverables:
  - Brand Narrative (Why Pace, Who It’s For)
  - Logo + Wordmark For Shoe + Apparel
  - Campaign Landing Page (UX + UI)
  - Lookbook Layout (Print + PDF)
  - Retail Sell Sheet For Specialty Run Shops
  - Motion Storyboard Notes For Hero (Handoff To Editor)

# Gallery
gallery:
  - '/images/work/pace/gallery-1.jpg'
  - '/images/work/pace/gallery-2.jpg'

# Two-column copy
challengeTitle: The Challenge
challengeBody: >
  **Pace** had a strong shoe and athlete tests, but the brand read like a spec sheet:
  lots of foam names, no emotional hook. They needed a story runners could repeat in one
  sentence—and digital that felt fast and human, not like a medical device brochure.

solutionTitle: What I Did
solutionBody: >
  I wrote a tighter positioning around **momentum for everyday miles** (not podiums),
  then designed a wordmark with forward motion baked in. The landing page leads with
  feeling—route, weather, rhythm—before tech specs. I structured a lookbook so their
  photographer could shoot consistently, and gave retail partners a one-page sell sheet
  that matches the site.
---

**Pace** is an independent running shoe line focused on daily training—not chasing podiums, but chasing consistency.

## My creative take

Footwear brands often over-tech the homepage. I pushed for **one hero narrative** (who you are on the run) and let the shoe detail shots breathe—macro texture, real asphalt, sweat-adjacent honesty without gross-out.

## What shipped

- Positioning statement + tagline options (client picked two for A/B)
- Logo system for shoe tongue, web header, and future apparel
- Full landing page design (mobile-first)
- PDF lookbook template for seasonal drops

## Outcome

Pre-orders picked up once the story clicked—fewer “what is this?” questions in support, more “which color?” which is a good problem.

## Process notes

- Interviews with three club runners (not elites) to match tone
- Two rounds of landing page copy with the founder—tighter beats, fewer jargon words
- Retail PDF sized for print shops they already use
