Branding a Startup Luxury Footwear Company
TFR is more than just a footwear brand—it’s a community-driven platform celebrating movement, strength, and style. Launching with a loafer in 2024 and expanding into a full collection in 2025, TFR needed a comprehensive brand foundation, from its name and identity to packaging and community branding.
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Brand positioning & strategy
Visual identity
Photography & art direction
Packaging design
Marketing collateral
Community branding
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Lead Writer: Deenie Hartzog-Mislock
Brand Strategy and Copywriter: Julianna Roppo
The Creative
Every aspect of TFR was crafted to reflect its ethos: heritage meets modern innovation.
Brand Name & Strategy – Inspired by Tori Forbes Roberts and the brand’s philosophy, TFR: Timeless Form Reimagined encapsulates classic design redefined through movement and function.
Visual Identity – Drawing from the Heraean Games, the first women’s Olympics in ancient Greece, the branding fuses classical references with futuristic elements.
Photography & Art Direction – A focus on contrast: natural textures juxtaposed with technology, classical architecture paired with movement, heavy materials against light synthetics.
Packaging & Collateral – Designed to embody both luxury and performance, reinforcing the duality of style and function.
Community Branding – Creating a visual and strategic foundation for TFR’s growing network of women, designed to inspire and support.
