Rockport recognized that two of their shoe brands, Aravon and Dunham, needed a bit of TLC and a brand refresh, so they recently engaged NYC-based branding agency Beardwood & Co to make that happen.
For Aravon, Beardwood created an elegant new look for their line of comfort shoes for the “78 percent of women who will develop a foot problem during their lifetime.” Rather than position the brand within the stodgy comfort shoe realm, they focused the new logo, branding, photography, in-store materials and website on Aravon’s unique combination of foot health, fashion and higher level of service, under the new tagline “Comfort without compromise.”