Payless Brandbook by kreativekontent

BRANDBOOK

TABLE CONTENTS STRATEGY & BACKGROUND 01 01 01 01 01 01

The History (and Herstory) of Payless Our Consumer Mission and Vision Brand Values Brand Promise YOU LEAD THE WAY Manifesto

STYLEGUIDE 01 01 01 01 01 01 01 01 01 01 01 01 01

The Logo Logo Integrity The Icon Sonic Branding (TBD) Color Palette Secondary Color Palette Fonts Patterns Photography Guidelines Tone of Voice Copy Dos + Dont Collaboration Lock Up Rules Sale System

PAYLESS BRANDBOOK I STRATEGY & BACKGROUND

THE HIS (+HER) STORY In 1956, Louis and Shaol Pozez, two cousins from Topeka, Kansas, had a crazy idea to move the shoeboxes from the back of the store... to the front. With that one simple change, they eliminated a major pain point: no more sitting and waiting for someone to go find your size. Now, people could do that for themselves. It was a novel idea that gave birth to a self-service, no-frills model that consumers loved. By keeping overhead low, staffing to a minimum and providing a self-service model, they saved people both money and time. More than just a great business model, saving time and money and giving control back to the people connected with a “human truth” — and, as we know, changes EVERYTHING.

PAYLESS BRANDBOOK I OUR CONSUMER

“

I had three lessons or rules in life. You should always keep a good attitude, you should give often simply for the joy of giving, and family is everything. As long as you remember these three things, you will lead a successful life. – Shaol Pozez, founder of Payless

PAYLESS BRANDBOOK I STRATEGY & BACKGROUND

ONE STEP AHEAD he same “simple” idea and human truths that made Payless successful over sixty years ago are even more relevant today. Speed, ease and convenience are no longer luxuries but expectations as people juggle the so-called “work life balance”. And, how companies innovate to provide solutions to make the everyday lives of everyday people just a little easier is how we stay relevant, continue to dominate the value retail space, and connect with our consumer.

PAYLESS BRANDBOOK I OUR CONSUMER

“

Staying a step ahead, while keeping pace, is a great challenge and even greater opportunity. We will continue on our path of success through a strong commitment to our brand and to our customers. – Jared Margolis, Payless CEO

PAYLESS BRANDBOOK I STRATEGY & BACKGROUND

PAYLESS THROUGH THE AGES

FIRST E-COMMERCE LAUNCH Omnichannel before it was a

thing.“The site offers the same

product selection as the company’s 4,414 “brick-and-mortar” stores.

Online customers also can return

GROWTH THROUGH EXPANSION AND ACQUISITIONS

or exchange purchases at any

Payless ShoeSource location in

In 1978, the Payless Strict gender roles.

1956

Shoesource name is adopted for the bulk of retail stores.

1962 1979

1990s

the United States, and they can

download an in-store coupon from

EMERGENCE FROM BANKRUPTCY (#2)

the web site.” Ken C. Hicks, Payless Shoesource president.

Unemployment / Recession touchless experience.

1999

2018

INNOVATIVE BEGINNINGS

GLOBAL EXPANSION

EMERGENCE FROM BANKRUPTCY (#1)

An idea foretelling of the

Expansion to Canada

A renewed focus on

future of retail: Empowering

and Latin America.

the consumer and erecting

a business model that saves

saves both money and time.

Activism & equality.

TODAY

customer/centricity.

The female mega

superstar / recession.

Inclusion at all cost.

PAYLESS BRANDBOOK I OUR CONSUMER

CONSUMER PROFILE While the role of the woman* in the household has changed and evolved drastically since the 1950’s, her role within Payless has not: we remain a predominantly female-driven brand** Her age can range anywhere from 30-64, and the brands she buys may vary based on that, but the Payless woman at any age is a multi-tasking, money-making, up-and-coming (and come back for more) consumer who knows what she wants, and doesn’t often settle for less. . . at least not for very long. And she doesn’t just shop for herself. She is also often looking for, or happy to see, something for the family or a friend as well. *Inclusive of anyone who identifies as a woman. **Women represent 67.4% of the Payless business, a number that has remained steady since the 1950’s, and over 70% of consumer purchases are driven by women

PAYLESS BRANDBOOK I STRATEGY & BACKGROUND

PSYCHOGRAPHICS Positive “I can do it” attitude

Style-Minded

Price-Conscious

The average Payless consumer is Determined

Working Towards Bigger Goal

Value-Driven

Committed to herself, family & friends

PAYLESS BRANDBOOK I OUR CONSUMER

YOU CAN SIT WITH US While women 30 - 65 are our core audience, we are a mass brand with mass appeal. We welcome (and carry product/ brands, do collaborations and create initiatives for) both a younger audience and one that is inclusive of men.

8% MEN 30 - 64

25% YOUNGER CONSUMERS Men and women under 30. Inclusive of kids.

67% WOMEN 30 - 64

PAYLESS BRANDBOOK I MISSION & VISION

OUR PURPOSE We know that something as simple as a pair of shoes can be transforming. Payless exists to allow more everyday people all around the world to do extraordinary things with confidence and with style.

PAYLESS BRANDBOOK I MISSION & VISION

OUR PROMISE Whether you are taking small steps or massive strides, we promise to provide quality, stylish, responsibly-sourced shoes and accessories for every occasion, at an incredible value.

PAYLESS BRANDBOOK I BRAND VALUES

ACCESSIBLE

OUR VALUES Not just words, these values drive how we show up and step up in the world - for our employees, partners, and customers - and is the truest measure of our success.

Online. In-Store. By App or By Chat. It’s on your terms and your time.

INCLUSIVE

No matter your race, age, size, culture you fit in here.

RESPECTFUL

COURAGEOUS

From how we treat each other to how we source our product.

We’re not just willing to try new things we demand it.

TRUSTWORTHY

We stand by our word, our products and our service.

PAYLESS BRANDBOOK I BRAND VALUES

OUR PRINCIPLES Everyday low prices and amazing sales

One pair. Many Wears.

Because she’s still earning less than her male counterpart, is paying off debt, and has other priorities in life … bring on the BOGO.

Work. Wedding. Weekends. Value is being able to wear a pair of stylish shoes you love for many different occasions, many, many times.

New brands to discover. Familiar brands to depend on. Styles she’s never seen by the brands she’s come to trust and some new ones to boot!

Size and Style Diversity One size does NOT fit all and we don’t just accommodate that, we celebrate it with extended sizes and wide range of product offerings

Innovation and Connection through Tech With the needs of our customers at the forefront, we consistently improve and set the standard for value retail.

PAYLESS BRANDBOOK I OUR CONSUMER

YOU LEAD THE WAY Hil in nobitaspero doluptam, tendit, cum quo modipsanis explicat hitae nobit laccati dolorunt id moluptatem non nus exeriatem debit dent quas qui aspidit, omnis quuntore eos net hicium ulliquibus il id eveles inistor estias apid eum alitature officat quibus cuptis ad quias venecus etusam.

STYLEGUIDE

PAYLESS BRANDBOOK I STYLEGUIDE

THE LOGO Refreshed and rolled out, this is the new and official primary Payless logo. Whenever and wherever possible, this is the go-to logo to use. We’ve been around a long time, and there’s a lot of old logos floating around so keeping this one pure and correct is super important. Cool? Cool.

PAYLESS BRANDBOOK I STYLEGUIDE

THE LOGO INTEGRITY X

X CLEAR SPACE: This logo is clean and bold — And deserves room to breathe, so in addition to never alter- ing, adding or manipulating the logo in anyway, please respect the space around it. 1/2 MINIMUM X

SIZE: The Payless logo reproduces well at almost any size. Going too small, however, can damage the logo’s integrity - and effectiveness.

X X

Minimum Print Size: 1 in. wide. Minimum Digital Size: 100px wide.

PAYLESS BRANDBOOK I STYLEGUIDE

SECONDARY LOGO VERTICAL When the primary logo is not working, and/or the vertical lockup provides more legibility or impact this is your “perfect fit. ”

PAYLESS BRANDBOOK I STYLEGUIDE

1/2 X

SECONDARY LOGO INTEGRITY CLEAR SPACE: This logo is clean and bold — And deserves room to breathe, so in addition to never alter- ing, adding or manipulating the logo in anyway, please respect the space around it. MINIMUM SIZE: The Payless logo reproduces well at almost any size. Going too small, however, can damage the logo’s integrity - and effectiveness.

X X

Minimum Print Size: 1 in. wide. Minimum Digital Size: 100px wide.

PAYLESS BRANDBOOK I STYLEGUIDE

THE ICON Whenever the primary logo is not a perfect fit, (Instagram icon, circular signage, etc.) and/or when it’s obvious this is a Payless execution and we have permission (website, in-store, etc.) we put this icon to work. As with all our logos, do not alter or manipulate the icon in any way. Minimum Print Size: 1/4 in. wide. Minimum Digital Size: 20px wide.

PAYLESS BRANDBOOK I STYLEGUIDE

COLOR PALETTE

YELLOW / ORANGE

ORANGE

RED / ORANGE

LIGHT BLUE

GRAY

DARK GRAY

HEX #FFAC1A RGB 255 / 172 / 26

HEX #FB8E0F RGB 251 / 142 / 15

HEX #FB6308 RGB 251 / 99 / 8

Our main brand colors are the orange tones we’ve been proudly rocking since the 50’s... only now the hues (and our future) are even brighter. To complement the orange and let it pop, we pair it with more grounding blues and grays.

HEX #C6DCED RGB 198 / 220 / 237

HEX #768793 RGB 118 / 135 / 147

HEX #212528 RGB 33 / 37 / 40

TITLE? The most important color/pattern of our brand: The Product That’s why we make sure to have white space whenever needed (and trust us, it’s needed often) so that the colors, details and style of the shoe can stand out.

???

PAYLESS BRANDBOOK I STYLEGUIDE

YELLOW

PINK

BLUE

MUTED ORANGE

DARK PINK

DARK BLUE

HEX #FFDB61 RGB 255 / 219 / 97

HEX #FFB0BF RGB 255 / 176 / 191

HEX #80D4DB RGB 128 / 212 / 219

CAMPAIGN COLOR PALETTE In the retail and fashion world, you gotta keep things fresh - and our campaigns are no different! Often, we’ll pull patterns and colors from the brands and styles we are promoting, but when we need to add some campaign flavor on a brand level, these are the colors we stick to.

HEX #FCB059 RGB 252 / 176 / 89

HEX #EB7D94 RGB 235 / 125 / 148

HEX #44B4B9 RGB 68 / 180 / 185

PAYLESS BRANDBOOK I STYLEGUIDE

COLOR COMBOS Our colors are bold, bright and balanced. They can be used on their own, or combined to create dynamic designs, patterns and gradients. But if you’re going to mix ‘em here are the combos we stick to. NOTE: Any color combinations should be in consideration with and in complement to the shoes/product. We never want our branding to distract from the real hero: the shoes!

PAYLESS BRANDBOOK I STYLEGUIDE

PATTERNS MOVEMENT AND URBAN PATTERNS Inspired by diverse people who wear them and the movements they take, these patterns are unique to Payless and serve as backgrounds, transitional graphics and other instances where a more design-minded approach is needed. NOTE: Any pattern used should be in consideration with and in complement to the shoes/product. We never want our branding to distract from the real hero: the shoes!

PAYLESS BRANDBOOK I STYLEGUIDE

COMPOSITION As mentioned before, the most important color/pattern of our brand: The Product When it makes sense, we can/should consider using the color/pattern of the shoe to accent the product.

EXAMPLES

PAYLESS BRANDBOOK I STYLEGUIDE

AVENIR NEXT

Abc

Bold but friendly, Avenir Next is a versatile font that conveys both the well established and trustworthy aspect of the brand, as well as the relatability. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » % *^#$£€¢/()[]{}.,®© Avenir Next Ultra Light Avenir Next Ultra Light Italic Avenir Next Regular Avenir Next Italic Avenir Next Medium Avenir Next Medium Italic Avenir Next Demi Bold Avenir Next Demi Bold Italic Avenir Next Bold Avenir Next Bold Italic Avenir Next Heavy Avenir Next Heavy Italic

A bc

PAYLESS BRANDBOOK I STYLEGUIDE

ADDISON BROTHER A perfect complement to the primary Avenir Next font, Addison Brother gives a pop of personality to campaign headlines and callouts. It is used as an accent font — and with purpose. It is always paired with Avenir Next for balance. Important for a flow, handwriting font, it also has the perfect balance of personality and legibility. That said, it is not ideal for body copy and reserved for headlines and in specific callouts only. CDEFGHIJKL MNOPQRS T UVWX YZ abcdefghijklmnopqrstuvwxyz

0123456789 ¿ ? ¡ ! & @ ‘ ’ “ ” « » %

Addison Brother Regular

PAYLESS BRANDBOOK I STYLEGUIDE

FONT DO’S AND DONT’S As mentioned before, the most important color/pattern of our brand: The Product When it makes sense, we can/should consider using the color/pattern of the shoe to accent the product.

EXAMPLES ?

PAYLESS BRANDBOOK I STYLEGUIDE

EXAMPLES ?

PAYLESS BRANDBOOK I STYLEGUIDE

HIGH FASHION FAKE

WHO WE AREN’T

CROWDED & OFF BRAND ELEMENTS

HOMOGENOUS NO DIVERSITY

NOT PRODUCT FOCUSED

PAYLESS BRANDBOOK I STYLEGUIDE

DIVERSE & INCLUSIVE

WHO WE ARE

CLEAR & CONCISE

REAL & RELATABLE BOLD + FUN

PAYLESS BRANDBOOK I STYLEGUIDE

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PAYLESS BRANDBOOK I STYLEGUIDE

OUR VOICE We are a brand that celebrates the extraordinary in everyone. So we always remain optimistic, open and inclusive.

“ADD TO CART” IS MY CARDIO

Just like our audience, we have a powerful feminine energy but in a way that invites every age, gender (including the genderless), race and religion. All are welcome - and celebrated here! We are fun and progressive, but never juvenile or pandering to a certain audience (in other words, we are not the voice of a 15 year old tik-toker but also not the #okayboomer trying to be cool and talk like them) It’s the voice of a brand that’s been there, done that and knows a thing or two about sticking around (and still having fun doing it) *Disclaimer: We like puns. They’re fun and they make people smile. So, yay! But we use them sparingly. So if you go there, make it worth it.

CUTIE WITH A BOOTIE

PAYLESS BRANDBOOK I STYLEGUIDE

OUR TAGLINE More than just a tagline, it’s a promise. To keep finding inspiration in the everyday people doing extraordinary things. To keep listening and innovating, grinding and growing. And to remember what it’s all for along the way.

PAYLESS BRANDBOOK I STYLEGUIDE

COLLABORATION LOCK UP RULES A huge part of reaching our audience, specifically our secondary audiences who are younger and more male consumers, is through collaborations.

INSERT LOGO

We create a consistency with these very different collabs with a very consistent lockup.

INSERT LOGO

THIS IS HOW WE LOOK NOW

Bus Shelter Poster

Digital Touch Screens

Bus Bench Ad

Digital Banners

Billboard

Social Media