Eastbay

For decades, Eastbay was the bible of sneaker culture, but to resonate with a new generation of athletes, the brand needed to evolve beyond its direct-mail roots. We collaborated with the team to engineer a dynamic refresh centered on a new custom logo featuring an eastward-pointing arrow icon embedded in the initial letterform. This symbol, anchored by a high-voltage visual system of gritty black-and-white photography and electric yellow accents, embodies constant forward motion—defining a bold new chapter for the legendary sports supplier.

• Agency: TBWA\Chiat\Day

• Role: Lead Designer

• Creative Direction: Chris Rowson