The Problem
Kizik shoes are the world’s best hands-free, slip-on footwear, yet their marketing strategy overlooks a key audience: older adults, individuals with back pain, and those with mobility challenges. While the hands-free feature is innovative and highly beneficial for these groups, Kizik is not effectively promoting it to them. To address this, I utilized Antithesis, a strategy to sharply contrast Kizik’s current positioning with a more inclusive and empowering narrative, helping to elevate the brand in the eyes of these target demographics and position it alongside industry leaders like Nike and Adidas.
Additionally, Kizik’s brand identity lacks cohesion across its platforms. The social media presence feels disconnected from the landing page, resulting in an inconsistent brand experience. This misalignment weakens their overall identity and brand recognition. By creating a unified, consistent brand strategy across all touchpoints, Kizik can build a stronger, more compelling presence that resonates with its target audience.
How to Address The Issue
To effectively solve this problem, we need to create targeted marketing collateral that resonates with Kizik’s key demographics. I propose redesigning Kizik's landing page, refining their social media content, and designing a brochure tailored to their target audience. The updated social media designs will align with a cohesive and strengthened brand identity, ensuring consistency across all platforms.
By leveraging Kizik’s existing brand guidelines used for social media, I will extend this consistency to their landing page and all other touchpoints, creating a unified brand experience. Additionally, I will apply the Antithesis strategy to differentiate Kizik and effectively connect with the target demographic. This approach will amplify the hands-free feature’s value and establish a stronger emotional connection with the audience, ensuring impactful outreach and brand recognition.
