OPPORTUNITY
Rebrand an exisiting company.
SOLUTION
Fidé is the rebrand of New Balance, a full line of athletic and lifestyle footwear, fitness apparel, accessories, and all types of sporting goods. Fidé’s goal is to design apparel and footwear that give trust and comfort to athletes so that they constantly perform at the highest quality. Their shoes provide superior comfort, top quality cushioning, and the best arch support. Fidé wants to build a strong relationship between the athlete and their shoes in order to accomplish better performance. Fidé will always provide support and confidence to those who are passionate about sports, as well as living a fashionable and casual lifestyle.
The name Fidé is derived from the Latin word “Fides” which means faith or trust. I decided to customize the word by removing the “s” and adding the accent on the “e” for a unique pronunciation, making it easy to say and remember.
Fidé Brand Standards Manual
