Research shows how powerful the JDRF sneaker is—it’s truly gone viral with thousands of images across the globe, embraced by mothers and grandmothers who put it on cake tops. The familar sneakers hang by the checkout lane in stores across America. Yet many saw the tattered sneaker as an old-fashioned symbol that was not reflecting the values of a world leader in diabetes research and advocacy.
Our approach was to give JDRF a custom symbol that they could call their own. We designed an original symbolic sneaker that is more modern yet maintains the personal connection to the legacy symbol that has been embraced by JDRF supporters.
“As creative partners on several projects, I was impressed with Langton Creative Group’s ability to consider – and balance – strategic issues, creative concepts and sensible considerations. It was also impressive to watch them guide a very important and complex redesign through numerous presentations. They have great “big picture” skills that are matched by a keen eye and thoughtfulness to details.”
Top: The new JDRF sneaker mascot.
Bottom: Many saw the tattered sneaker (left) as an old-fashioned symbol that was not reflecting the values of a world leader in diabetes research and advocacy. The design studies above show new variations on the sneaker mascot that are more modern yet maintain the personal connection to the legacy symbol that has been embraced by JDRF supporters.
A new brand guidebook with guidelines for using the JDRF Sneaker mascot was developed to standardize communication across the country.
Langton Creative Group is a NY communications design firm dedicated to improving the way businesses and organizations interact with their audiences. We were founded as Langton Cherubino Group in 1990.
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