Crush It and Repeat. Empowering Women’s Soles.
Illogical Dreamers, an Italian footwear maker, wanted an innovative way to inspire and appeal to powerful, goal-driven women.
Their ballerina flats are radically different from most shoes because they’re made sustainably from plant-based and recycled materials. However, Illogical Dreamers also wanted to make each pair distinctive and motivating, so they collaborated with our artist Margaret Kimball.
Margaret created an energetic and decorative hand-lettered message--Crush It & Repeat--that is now imprinted on the soles of each pair of shoes. Her tailored designs empower women and remind them to be great with every step they take.
Emilia Higashi, CEO/Co-founder of Illogical Dreamers, said, “Margaret is a renowned artist who creates stunning lettering and illustrations. Her vibrant talent and insights helped us craft an innovative women’s empowerment message.”
The hand lettering was Margaret’s best-loved project in 2021. Read on to learn why.
What was the task you were asked to do? I was asked to hand letter the phrase Crush it and Repeat, along with illustrating flourishes, for the bottoms of shoes. The goal was to make the lettering feel energetic and empowering, like the brand.
What do you think lettering can do for a brand? Custom lettering can make a brand feel vibrant, exciting, and accessible to anyone. Seeing words drawn by hand is often unexpected, and results in surprise and delight (which is always my goal). In this case, art is not typically applied to the bottoms of shoes so adding imagery there (and an energetic message) was exciting and hopefully gives a little boost of energy every time the shoes are put on.
What’s one thing you wish buyers knew about you and/or your art? Having hand-drawn elements is an important way to make potential customers feel connected to a brand. These elements can be small and handheld (packaging, e.g.) or large (murals). My two favorite things to make for clients are custom lettering and maps.
What’s the last best book you read?
Christie Tate's Group.
What hobbies fuel your creativity?
Traveling abroad, reading, and being outside in nature.
