Since 1979, Melissa has redefined what a shoe can be: turning plastic into high fashion with its signature jelly designs and culture-shaping collaborations with names like Vivienne Westwood and Jean-Paul Gaultier. Bold, irreverent, and unmistakably Brazilian, Melissa is a symbol of playful reinvention.

As the brand matured and its audience diversified, Melissa saw an opportunity to elevate and energize its expression. We partnered with their team on two seemingly separate projects, a monogram and a global campaign, that together became the foundation for a broader brand evolution.

The first was a monogram. Melissa needed a mark to signal a new tier of products: one that felt fashion-forward and sophisticated, but still carried the brand’s playful origins.

The Melissa Monogram is an icon with elegance and elasticity. Built from two mirrored “M”s, the symbol balances opposing forces: soft, rounded inner corners nod to the jelly-like tactility of Melissa’s materials, while sharp outer edges lend structure and refinement. Its monolinear construction makes it endlessly adaptable as an emblem, pattern, or even product form. Whether stamped as hardware or scaled into structural motifs, the monogram not only brands Melissa products but animates them.

While the monogram introduced a new polish, the brand also needed motion and energy - a campaign that could galvanize its audience. That arrived in the form of Melissa Station.

Melissa Station is a campaign that became a language. Created for Melissa’s 2024 global campaign, the concept centered on connection: authentic encounters, shared movement, and a sense of joyful momentum. Inspired by the logic of subway systems and transit signage, we designed a graphic world built on lines, circles, and bold directionality.

The custom wordmark and typeface draw from wayfinding cues to be curved, dynamic, and full of bounce. A secondary “STATION” logo nods to the tiled lettering of New York’s subways, adding another layer of place and personality. Even in static imagery, the system conveys motion by turning product photography and messaging into a rhythmic, pop-forward expression of Melissa’s spirit.

What began as a campaign toolkit quickly took on a life of its own. The Melissa Station system is now being used well beyond the original scope, proving that its visual logic and energy are deeply aligned with the brand’s identity.

These two initiatives, one iconic, one expressive, gave Melissa a way to flex across worlds. From high-fashion collaborations to everyday wear, from elevated product marks to culture-driven campaigns, the brand now has the tools to show up with polish and play.