
SOPHOMORE YEAR STUDIO PROJECT AT ASU


DESIGN BREIF
To Create a driving shoe within Piloti’s brand image intended for urban street racers across the globe.



BACKGROUND
For Le Strade (The Streets), the goal of this project was to become familiar with a brands image, and create a product around their design language. After researching several brands, I choose Piloti for their elegant design, and cutting edge technology. Intended for racing, Piloti's mission is to be the best performance driving shoe for both sport and leisure driving.

RESEARCH
For primary research, I needed to dive into the design language of Piloti's brand, and become familiar with their products on the market. This would include pricing, most popular products, competitors, and customers that buy these products. Additionally, familiarizing myself with the technology and distinct attributes that are found in driving shoes was also important.
BRAND LANGUAGE
Piloti's mission is to combine their love for cars and shoes in order to produce one of a kind products to the automotive culture. They blend together "performance of professional race-wear with the comfort and casual style of our favorite pair of shoes." Their products both look elegant, trendy, and premium.
*All images are from Piloti's website*


USERS
For my intended users, I created a fictional persona to represent those that my final product would be intended for.

MARTIN EDWARDS, 26
Martin is a mechanic from Phoenix, AZ who has always had a deep passion for cars. As a local mechanic, he makes roughly $40,000/year and lives a modest lifestyle. He goes to work at his shop 5 days a week where he works on 'tuner cars' (cars with extensive internal modifications). After work, he gets in his 1998 Nissan 240SX and typically drives across the Phoenix metropolitan. During the evening, he will occasionally meet up with his friends and fellow car enthusiasts in his community. Even though street racing is illegal in Arizona, Martin and his friends believe it is worth the risk of getting arrested. Martin loves racing and cars, and they are both his passion and culture.



SKETCHES
In ideation, the most important factor to consider when designing for a brand is the design language. Secondly, the forms of which the product needs to have in order to function properly. Finally, inspiration from the storytelling of the user played an important role in the design of the Le Strade.

Le Strade Sketches

Le Strade Sketches


CONCEPTS
In the final stages of Le Strade, I ended up going with 2 designs that best fit within Piloti's brand image. Once selected, I further developed these designs and illustrated more detail and views. In exploring these final concepts, and discussing with both peers and faculty at my school, it was clear which solution I should move forward with.


For my final design, It was important to include the storytelling of my ideal user. Five aspects of his story were used as design elements in the final rendering. These elements included: Pilot’s brand language, a desert road similar to those found in the Phoenix area, graffiti, modified wheel bases on tuner cars, the Honda NSX’s headlights (a popular tuner car), and Piloti’s tread pattern. Sustainability was also a priority with this product. I therefore incorporated cactus leather, an alternative to cow leather, and SweetFoam, which Allbirds uses and that is derived from sugar cane.