Allbirds’ 10 Year Anniversary

For our highly anticipated 10th Anniversary, we dove deep into our origin story and highlighted our fan favorite material: WOOL, alongside the evolution of the shoe that wore it best: the Wool Runner.

For this campaign, we focused on visuals that brought us back to our New Zealand roots. We needed a visual system that could withstand many different storytelling initiatives, from highlighting an entire collection to the evolution of our most innovative shoe to why our founders started Allbirds in the first place. The system had to be flexible enough to make everything feel related, while not being redundant.

As the lead designer, I established the design language—executing across digital, social, and retail platforms; from large retail window graphics to attention-grabbing social animations. I worked seamlessly with our channel leads and copywriters to execute impactful content on a fast-paced timeline.