Lead Designer (contracted) – Featured by Adobe
Saysh is disrupting the shoe industry, crafting sneakers truly shaped to the unique contours of a woman's foot. Our purpose is to celebrate and support women's distinct nature through footwear designed for them, not merely marketed to them. We're not just making shoes; we're creating a better world for women—one step at a time.
“An Intentionally Sexist Returns Policy” aims to take a close look at the traditional expectations of women, and then flip them upside down. Set against the nostalgic backdrop of the 1950s, we present Allyson, our icon of advancement, and the physical embodiment of Saysh's vision for the future. We see Allyson doing the traditional housewife duties you see in old advertisements – she’s cooking, she’s cleaning, she’s gossiping. But you see her defiantly and directly urging women to take part in a movement that inherently neglects them. We hope this sparks conversation about societal norms and the importance of challenging outdated paradigms to create a more equitable and inclusive future.
The Campaign
Through catchy slogans and design, paired with description around our innovative policy, we juxtapose the past with the present – inviting reflection on how far we've come and how much further we can go. Sure, we’ve progressed from the 50’s. But how come we still have never seen a woman elected into office? How come we still see a footwear industry that sells women sneakers that were made with men’s foot molds. Women still aren’t paid fairly. We’re still under represented in leadership categories, yet overrepresented in statistics regarding sexual violence, objectification, domestic abuse, reproductive health… the list goes on. Women are being failed across countless categories.
*Except for those symbolic Easter eggs in there... The food choices are some of Allyson’s favorites, the colors of the butter reflect her Olympic medals, the price tag is her fastest 200 meter race!
