During my time as an art director at BooneOakley, I had the privilege of working with Feetures, a family-founded brand that has grown to become America’s #1 running sock. Collaborating with their passionate team was a rewarding experience and sparked my interest in supporting other small businesses.

When I first started on the project, the Feetures logo felt a bit dated and lacked the modernity that matched their innovative spirit. I refreshed the design to create a cleaner, more streamlined logo that honored the brand’s roots while reflecting their performance-driven ethos.

Beyond the logo, I restructured their packaging system to make it more intuitive for both retailers and consumers. This involved creating a set of custom icons to clearly communicate each product’s unique benefits. It was incredibly rewarding to see the logo I designed come to life—stitched right into the socks themselves!

Creative Director: Jim Mountjoy
Design Director: Eric Roch Van Rochsburg