pediped
Brand-refresh art direction & full platform migration · 2025
Brand-Refresh Art Direction · Platform Migration (Custom → Shopify) · Data, Content & Listing Migration · Shopify Theme & Site Setup · Photoshoot Direction & Styling · Klaviyo Email Setup · Faire Wholesale Onboarding · Fulfillment Migration Context
Once an e-commerce pioneer, pediped came in with a 20-year-old brand identity and a custom build that required an external dev shop — billed hourly — for every change.
Get pediped off the legacy custom build and onto systems the team could control directly — storefront, email, wholesale, and fulfillment — and refresh a long-overdue brand look.
pediped.com
The bottleneck wasn't the brand — it was the infrastructure. Every routine update meant an hourly dev ticket, and fulfillment was chained to the warehouse floor. The work removed those dependencies end to end.
- Migrated 20 years of data, content, and product listings off the legacy custom build in-house — coordinated the cutover with their contracted dev firm
- Rebuilt on Shopify in-house — selected the theme and built the site directly, so routine changes no longer required billable dev hours
- Moved order fulfillment off the location-bound legacy system — exchanges and returns, previously a manual nightmare tied to the physical warehouse, became routine and remotely manageable
- Set the team up on Klaviyo for direct control and oversight of email campaigns
- Planned and directed multiple lifestyle shoots in Houston and L.A. — built the photography library the refreshed brand direction would live on
- Researched and set the creative direction for the brand refresh, then partnered with MWM Partners on the design — directing feedback through each round and overseeing every asset deliverable
- Directed a wordmark built to flex across a full set of colorways, plus a kit of colorful graphic elements that layer into lifestyle and studio photography for a cut-out, collaged look — replacing a single purple-and-white logo that hadn’t changed since 2005
- Onboarded them to Faire — easier wholesale management plus access to an entirely new market of buyers
pediped.com/products/...
Product detail page in the refreshed direction — running on a Shopify build the team could update directly, without billable dev hours.
Brand Refresh — AppliedFor twenty years, pediped’s identity lived in a single purple-and-white lockup that never changed — closer to corporate than to the kids it was made for. A brand with that heritage and that kind of following deserved a refresh with some play in it, and it was worth bringing in a specialist. We did the research, set the creative direction, and partnered with MWM Partners on the design — giving feedback round by round until the work landed where it needed to. The result is a wordmark that works across multiple colorways — dark blue in the header, pink in the footer, red for the holidays — and a set of colorful graphic elements that drop into lifestyle and studio photography alike, giving every asset a cut-out, collaged feel that’s as playful as the kids wearing the shoes.
The raw photography behind the brand-refresh treatment — multi-day lifestyle shoots planned and directed across Houston and Los Angeles.
A 20-year-old stack brought into the current decade — backend and storefront rebuilt for scalability, and a team that could finally run it themselves. Two decades of data, content, and listings migrated onto Shopify; Klaviyo and Faire stood up; fulfillment freed from the physical warehouse; brand direction refreshed. Removed the hourly-dev bottleneck and turned everyday operations like exchanges and returns into something the team could finally handle remotely, on a modern backend and storefront they owned.
Platform migration, Shopify build, Klaviyo/Faire setup, brand-refresh art direction, and photography direction across Houston and L.A.: led and directed by Kathrine Gilmer of Aster House, as contract creative director for 88 Venture Studio. Brand refresh designed by MWM Partners.
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