Founder · Creative Director
Every creative decision was informed by the tension of utility and luxury.
We had to make sure the logo, collaboration lockups and type system were future-proofed and adaptable enough to apply to future collections.
We intentionally chose a more editorial style — the warehouse setting and the textures of the tarp and floor against the pristine car added a rugged edge while still letting the luxury come through.
We wanted to create a world that leaned more toward fashion editorial than traditional automotive.
By showcasing the product in a cool, tech-y way, it makes the unseen seen and gives the feeling that Superfeet insoles are this unseen advantage – this secret weapon – to make you better.
Together, we built a brand system that's as forward-thinking and high-performing as the people it's built for.
Creative Boom’s article details how Brooklyn-based agency MLTI NYC developed a brand world for the Todd Snyder x Balmoral Defender collaboration, titled Edition 001: City Black. The project blends automotive restoration and fashion sensibilities through a dual-logo identity, editorial-style photography, and a cinematic campaign film shot across New York. Founder Kristen Shenk describes the approach as balancing utility and luxury to create a 'ruggedly refined' aesthetic.
Superfeet has partnered with New York-based agency MLTI NYC for a full-scale rebrand that repositions the performance insole company for a new generation of athletes. The new identity, centered on the platform 'Powered by Superfeet', combines scientific precision with emotional storytelling through bold typography, neon color palettes, and motion-driven visuals. The project includes a hero film, packaging, and a refreshed logo system that celebrates movement and inclusivity.