Brand Leadership, Brand Strategy, Creative Direction, Campaign, Brand Design, Packaging
In 2025–2026, we rebranded Thousand Fell, the pioneering recyclable footwear brand, for its next stage of growth. As its circular innovation expanded into SuperCircle and a new generation of product took shape, the brand needed to evolve. What began as a brief to address brand drift became a comprehensive brand, creative, and marketing reset—reorienting Thousand Fell around design, culture, and circular innovation.
Strategy
We developed a strategic roadmap spanning brand, product, customer, creative, marketing, and organizational structure. A deeper customer analysis helped clarify both the existing audience and the opportunity to expand the brand’s cultural relevance.
We repositioned Thousand Fell from an eco-first sneaker company into a design-led brand with circular innovation as an inherent advantage—aligning brand, marketing, and product around a shared vision. The strategy also redefined the relationship between Thousand Fell and SuperCircle, connecting the two brands through campaigns, initiatives, and storytelling.
Execution
Serving as embedded brand and marketing leadership, we led the transformation from strategy through execution—across identity, creative direction, campaigns, e-commerce, cross-channel marketing, packaging, and product launches, in collaboration with internal teams and agency partners.
The new positioning came to life with the SS26 launch of The Driver and Military Trainer, alongside The Forward Collective, a new community series, and storytelling franchises spanning product, culture, and circularity.
Brand Leadership, Brand Strategy, Creative Direction, Campaign, Brand Design, Packaging
In 2025–2026, we rebranded Thousand Fell, the pioneering recyclable footwear brand, for its next stage of growth. As its circular innovation expanded into SuperCircle and a new generation of product took shape, the brand needed to evolve. What began as a brief to address brand drift became a comprehensive brand, creative, and marketing reset—reorienting Thousand Fell around design, culture, and circular innovation.
Strategy
We developed a strategic roadmap spanning brand, product, customer, creative, marketing, and organizational structure. A deeper customer analysis helped clarify both the existing audience and the opportunity to expand the brand’s cultural relevance.
We repositioned Thousand Fell from an eco-first sneaker company into a design-led brand with circular innovation as an inherent advantage—aligning brand, marketing, and product around a shared vision. The strategy also redefined the relationship between Thousand Fell and SuperCircle, connecting the two brands through campaigns, initiatives, and storytelling.
Execution
Serving as embedded brand and marketing leadership, we led the transformation from strategy through execution—across identity, creative direction, campaigns, e-commerce, cross-channel marketing, packaging, and product launches, in collaboration with internal teams and agency partners.
The new positioning came to life with the SS26 launch of The Driver and Military Trainer, alongside The Forward Collective, a new community series, and storytelling franchises spanning product, culture, and circularity.
Brand Leadership, Brand Strategy, Creative Direction, Campaign, Brand Design, Packaging
In 2025–2026, we rebranded Thousand Fell, the pioneering recyclable footwear brand, for its next stage of growth. As its circular innovation expanded into SuperCircle and a new generation of product took shape, the brand needed to evolve. What began as a brief to address brand drift became a comprehensive brand, creative, and marketing reset—reorienting Thousand Fell around design, culture, and circular innovation.
Strategy
Execution
Outcome
Outcome
The repositioning established a clearer, more cohesive brand foundation while beginning to diversify a business historically concentrated around its original Lace Up silhouette.
+71% footwear revenue run-rate
+45% revenue from The Driver & Military Trainer
1M Monthly Instagram views post-launch
+10% engagement on top-performing launch content
Outcome
The repositioning established a clearer, more cohesive brand foundation while beginning to diversify a business historically concentrated around its original Lace Up silhouette.
+71% footwear revenue run-rate
+45% revenue from The Driver & Military Trainer
1M Monthly Instagram views post-launch
+10% engagement on top-performing launch content
“There has been so much great progress, and I’m incredibly proud of how the brand is showing up in the market.”
-Chloe Songer, Cofounder & CEO, Supercircle + Thousand Fell
“There has been so much great progress, and I’m incredibly proud of how the brand is showing up in the market.”
-Chloe Songer, Cofounder & CEO, Supercircle + Thousand Fell
“There has been so much great progress, and I’m incredibly proud of how the brand is showing up in the market.”
-Chloe Songer, Cofounder & CEO, Supercircle + Thousand Fell
Credits
Leadership in collaboration with Sara Sheehy
Visual Identity & Campaign Creative: Newkid
Site & Motion Design: Newkid
Site Development: Mays Awad
Photography: Sophia Perras
Motion Design: Nikos Christopoulos
Credits
Leadership in collaboration with Sara Sheehy
Visual Identity & Campaign Creative: Newkid
Site & Motion Design: Newkid
Site Development: Mays Awad
Photography: Sophia Perras
Motion Design: Nikos Christopoulos
Credits
Leadership in collaboration with Sara Sheehy
Visual Identity & Campaign Creative: Newkid
Site & Motion Design: Newkid
Site Development: Mays Awad
Photography: Sophia Perras
Motion Design: Nikos Christopoulos
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional
Get In Touch
info@nicoleheim.studio
Follow
Infrequent, but Intentional