L. Creighton Dinsmore: experienced graphic designer and design educator
K-Swiss was a brand in need of a new direction. They were seen as primarily a tennis shoe brand and they were determined to evolve their identity into a lifestyle brand instead. The concept was to create a revitalized shield and a K, which highlights the Swiss cross. This was meant to position K-Swiss as a brand that could appeal to a wider range of customers and successfully branch off into sports wear.