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The world may change, but the joyful pandemonium of childhood remains a constant. Being no strangers to that joy ourselves, D/C was excited to be tapped to work on a brand refresh for Stride Rite. The new work includes brand repositioning, a refreshed brand identity system and integrated marketing campaign, and new brand photography produced in collaboration with Cynthia Perez. It encourages parents both to embrace the chaos and to come prepared.

“We’re thrilled to help reintroduce a brand that has been a category leader for nearly a century,” said our chief creative officer and partner, Michael Lemme. “Frankly, this is what we love and do best, and we look forward to building on the great heritage of Stride Rite to engage a whole new generation of moms and dads.”

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They’re muddy and messy and totally adorable. But for nearly a century, this photo-centric campaign argues, one brand has been there to both celebrate their childhoods and help everyone make it through. Paradox has never been so pretty.

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The venerable Stride Rite brand is fundamentally about parents enjoying their kids and coping. So the glorious, sometimes muddy messes your child gets into are, in the new brand identity, accompanied by uncluttered layouts and clean type, often in a clean bounding box. Like the parents, that type is thoroughly modern, and, for a sans-serif, carries a great deal of warmth. And the photography is joyously colorful and candid.

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