Obsessive Sneaker Disorder / OSD Live
re-branding / identity design / marketing

"Obsessive Sneaker Disorder" was the first of its kind in the world; a live, weekly, call-in internet talk-show devoted solely to sneakers and footwear. While most would find this trivial, the truth of it all is footwear is a billion-dollar industry, so having a figurative foothold in the sharing of information and breaking of news found OSD at the heart of footwear culture. When plans were made to move the format to live video, and the management began taking on more official business dealings in the industry, a refresh of the brand & iconography was more than necessary.

To begin, the name is clever and quite memorable, but there was nothing attaching the brand to the logo. RDQLUS set out to create a brand pedigree & story worthy of the brand name. First, a brand narrative was crafted that saw the stance become that of an institution meant to treat this "disorder"; but treat only, as there is no cure. Those involved are now called the "Sole Doctors" & "Disorderlies." The typography is that of an institutional nature—strong, bold and somewhat nondescript and plain.

The main iconography had always been the shoe-print, initially with the initials "OSD" contained within. The first couple rounds were testing the approach of keeping the initials involved, but with little success in telling the story. Taking a step back, RDQLUS crafted more narrative that if this indeed was a disorder, there need be a show of the mania involved with "obsession." To illustrate this, an actual hand-drawn scribble was created and given texture to create the manic feeling. This was a very exciting direction for the client and a direction that had never been thought of or attempted. With another round of refinement, the final solution revealed itself; the "Mania Scribble" icon forming a shoe-print. As a bonus, during the process real thought was given to the random nature of the pattern in the case that there would be actual application of to shoe tread, as OSD finds itself not far off from opportunities to produce a shoe of their own.