soleDevotion is Melbourne’s pre-eminent supplier of women's and men’s shoes, including brands like John Fluevog, Trippen, Mark McNairy and Sanders. Established in the 90s, the soleDevotion team approached Clear in 2009 to reinvent the brand—applying the new identity across their retail stores on Greville Street, Little Collins Street and Degreaves Street in Melbourne. From our Brand Genesis process, we discovered that the soleDevotion clientele was interested in the details of all things shoes, from the make to the material used. Therefore, the design needed to mimic the bold qualities of the clientele and brands carried. The ‘Soley’ characters were created to adorn the various store locations across Melbourne and Brisbane—their caricatures were inspired by the Ramones and possess the same brazen come-what-may attitude. Passion is a fashion.