Rebranding and new design stores of a Colombian footwear brand

Smith is a Colombian company that over 30 years has been dedicated to the manufacture, marketing and sales of footwear. But in last decade the footwear sector in Bogotá has been affected because of the incursion of foreign products, due to free trade agreements and various policies that have been carried out. Based on this situation, the company identified an opportunity for change, and this happened because its traditional image of the company did not change for about 30 years. Also the image for the owners did not reflect the values of the company. Due this reason the company felt that all the graphic elements like logo, website, catalogues etc. and the language of the stores was getting outdated, and also when they make a survey about the experience of buying in a Smith stores they found as a common answer that the people viewed the brand as a discount store or a low price brand. Nowadays the footwear market in Bogota is full of footwear products that come from China and the main target of this kind of products is the market of low prices and also footwear for kids. Therefore the company wanted to restructure its business model, and also wants to focus on an specialized adult market and unattended market, and to withdraw from the children's market progressively. Currently the company has 50 stores in Colombia, so this is very important touchpoint to take advantage of, because with an analysis of the market that has been done by Smith, the main customer of Smith products is the one that goes inside the store and buy the product directly there. The aim of this project is to improve the identity of Smith. Throught the idea of the development of a brand remake, and implementing a strategist of visual merchandising for commercial stores. The idea of renovate the brand is based on the analysis of branding concept and philosophy of the company; with this proposal the company wants to strengthen brand values like durability, quality and versatility, following current trends of footwear stores exhibition keeping it simple and with a sober concept.