Timeless Italian artistry meets innovative ergonomic form to reimagine the perfect pair of shoes. TFR; Timeless Form Reimagined.
-
Freelance Creative Director & Designer
-
Naming
Entire visual identity (logo, type, color, pattern)
Brand strategy
Vis ID book
Photography art direction (editorial/product)
Packaging
Social / website art direction
The Challenge
A brand new footwear company needed a name, brand strategy, visual identity, and packaging. With a profound belief that women can truly excel when supported, the brand’s focus is to seamlessly blend classic female shoe forms with on-the-go function. Crafted by a fashion designer and a performance midsole designer, a medical podiatrist specializing in the health of women’s feet and an expert manufacturer of Italian-crafted shoes, the brand is a combination of tradition and science. TFR is launching with a loafer in mind 2024, with plans to expand the collection in 2025.
The Creative
Inspired by the founders name, Tori Forbes Roberts, and the ethos of the brand, timeless form reimagined, the name TFR was born. Visually inspired by the Heraean Games (the legendary female-only olympics in ancient Greece) and touches of modern technology/movement, TFR aims to feel both timeless and futuristic. Photography/art direction was focused on juxtaposing natural elements with tech, classical architecture with female form, and heavy materiality with light synthetics.
