I was asked back to help reset the Allbirds design philosophy; to reconnect design to the founding principles of the brand and to establish a visual framework for broad expression into the future.

Remembering Allbirds' playful roots, it seemed natural to amplify friendly expression wherever possible. An approach best described as "Shapes of Joy" emerged drawing close reference to designers such as Arman Hoffman, Ray and Charles Eames, JB Blunk and Barbara Stauffacher Solomon.

Repeated design cues such as concentric traction patterns, the "quail" gesture, donut eyelets and smiling jelly beans provide the foundation for a spectrum of expression ranging from "sublime minimalism" to "joyous maximalism".