Soon after I began working for Keen, it was communicated to me that there was a desire to modernize the product and the brand. I began rethinking our brand language and how to ladder up to a “Honeycomb” concept, which was in development at the time. The idea was to develop a new brand language quickly enough to influence the tread patterns, apply a new logo to the product line, provide us with a design language that could be consumer facing, and communicate seamlessly with our product design language. Although this exploration did not move forward, I did enjoy the exploration and the outcome. Three new products were released with a new product language while continuing use of the existing brand assets and outsole patterns.