Client type: Product-based brand with a patented comfort solution for heels

The Situation

Shoe Gummi had a patented product with huge potential — but the brand didn’t reflect the sophistication of what they were building. The product itself felt unglamorous, the direction was unclear, and the vision for scaling didn’t match how the brand was showing up.

The founder wanted a commercial, fashion-forward identity worthy of national retail shelves and major partnerships.

The Strategy

Instead of reinventing the wheel, Clever Knox guided the founder to study and model after a strong mentor brand: Spanx. This gave Shoe Gummi a north star — not to copy, but to evolve with intention.

During the creative direction phase, we identified a visual unlock: a founder caricature, styled like the iconic fashion illustrations of Hayden Williams. The founder had the profile, audience, and presence to pull this off — it fit perfectly.

The Work

• Clarified the brand direction and commercial aesthetic
• Borrowed strategic cues from Spanx to ground the evolution
• Identified a signature brand element: the founder caricature
• Reached out to Hayden Williams directly to secure the artwork
• Brokered the deal and acted as liaison for smooth communication
• Delivered the illustration now featured on Shoe Gummi packaging

The Outcome

Shoe Gummi avoided a major brand misstep and instead gained a polished, commercial identity anchored by a recognizable founder illustration created by a world-renowned fashion artist. The brand now looks like it belongs where the founder is headed.

The Takeaway

Brand elevation isn’t about looking different for the sake of it — it’s about looking aligned with where you’re going next.