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YCMC/Shoe City
Year
2018
Role
Marketing Design
Photographer
Client
YCMC/
Shoe City
YCMC, formerly known as Shoe City, has been a staple in the Baltimore–Washington metropolitan area for over seventy years. With forty retail locations, YCMC carries the industry's latest sneaker releases and athletic apparel. To bring a new lens to the legacy brand, I joined the marketing team as a strategist and designer.
![](https://static.wixstatic.com/media/f8c7fa_927fb28057794fd88b278e4334758045~mv2_d_6000_4500_s_4_2.jpg/v1/fill/w_147,h_110,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/f8c7fa_927fb28057794fd88b278e4334758045~mv2_d_6000_4500_s_4_2.jpg)
![](https://static.wixstatic.com/media/f8c7fa_dc0976a2d7ca443ea5c670fb9f5baa98~mv2_d_2000_2017_s_2.jpg/v1/crop/x_12,y_0,w_1970,h_2017/fill/w_145,h_148,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/f8c7fa_dc0976a2d7ca443ea5c670fb9f5baa98~mv2_d_2000_2017_s_2.jpg)
![](https://static.wixstatic.com/media/f8c7fa_14bc5f96e85a4e1bb14270290e34803c~mv2_d_3000_2100_s_2.jpg/v1/fill/w_147,h_103,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/f8c7fa_14bc5f96e85a4e1bb14270290e34803c~mv2_d_3000_2100_s_2.jpg)
Approach
Prioritized expanding the existing visual identity across marketing materials and with new digital applications. Coordinated and photographed lifestyle images to modernize the brand reception and drive a contemporary style across platforms. Strategized marketing plans for new releases through interactive pop-ups and influencer collaborations.
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