Sneakerness

A refresh for Europe’s biggest sneaker event.

Sneakerness is the biggest and most comprehensive sneaker event in Europe. Founded by a bunch of shoe fanatics in the Swiss city of Bern, Sneakerness brings together sneakerheads from all over the world for more than 10 years. A culture connecting private sellers and leading brands, athletes and artists, musicians and designers, dancers and DJs, influencers and entertainers – being much more than just kicks.

Over the years, Sneakerness was undergoing the change from a small sneaker bazaar to a successful lifestyle event in major cities. The demands on the brand have changed fundamentally as a result of digitalisation. To take this in account, we edited parts of the brand design – without loosing the basic concept. A new key visual helps making the brand communication future-proof, in other words: more digital.

Agency
Lukas Wanner Communication Design

My role
Concept, design

Disciplines
Branding, website, printed matter

Photos
Runnerwally, Severin Jakob

Logo

The classic logotype, in combination with white and black is used for all high-level and long-term applications.

Typography

Aperçu Pro is the new corporate typeface. It was chosen for its visual relationship with the logo and its modern and timeless character.

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Colours

Each event gets a two-tone colour code. It makes the events distinguishable and ensures a varying appearance.

Key visual

The lace represents the heart of the Sneakerness brand design. We made it more abstract. Graphic patterns, inspired by iconic sneakers and city landmarks, are the ingredients for twisted ribbons that could flow through print, online and the events.

Posters and flyers

Being the most important offline advertising media, posters and flyers promote Sneakerness with vibrant colours and bold typography.

Invitation

Selected persons receive a personal invitation to the event.

Online platform

The Sneakerness website was completely revised. The focus is on the promotion of the events and the communication of the Sneakerness experience. Following the visual identity, we aimed for a straightforward design with sharp contrasts.