Client: SImple Shoes
In vowing to become a 100% sustainable company, Simple Shoes has taken a look at every aspect of their business and honed their processes to create the smallest amount of excess possible.
We knew their advertising would have to hold up under the same watchful eye. Instead of creating image files that were printed and reprinted, we hand silk-screened over 400 unique posters on 100% recycled newsprint using 100% soy-based inks. Each poster is destined for a different media venue, bypassing the printing excess that our industry usually puts out.
The resulting work launched a new kind of math that defined Simple Shoes world. LESS } MORE.
Concept and Art Direction for JWT New York