Shoecity required a brand refresh to take the retail chain from a partially mainstream boutique to a speciality premium value player. It suffered from a CI that was unaligned to this proposition, with no identity ownership of colour, shape, font or icon. Shoecity contained many product brands with low levels of recognition, and store walls lined with boxes creating colour and style mayhem. The concept of ‘On the Map’ was developed which gave the ‘city’ in Shoecity a new relevant meaning.