Kristen Shenk
Founder · Creative Director
In their own words
Every creative decision was informed by the tension of utility and luxury.
We had to make sure the logo, collaboration lockups and type system were future-proofed and adaptable enough to apply to future collections.
We intentionally chose a more editorial style — the warehouse setting and the textures of the tarp and floor against the pristine car added a rugged edge while still letting the luxury come through.
We wanted to create a world that leaned more toward fashion editorial than traditional automotive.
By showcasing the product in a cool, tech-y way, it makes the unseen seen and gives the feeling that Superfeet insoles are this unseen advantage – this secret weapon – to make you better.
Together, we built a brand system that's as forward-thinking and high-performing as the people it's built for.
Articles & interviews
- 'Ruggedly refined': How MLTI NYC turned a car collab into a fashion editorial
Creative Boom’s article details how Brooklyn-based agency MLTI NYC developed a brand world for the Todd Snyder x Balmoral Defender collaboration, titled Edition 001: City Black. The project blends automotive restoration and fashion sensibilities through a dual-logo identity, editorial-style photography, and a cinematic campaign film shot across New York. Founder Kristen Shenk describes the approach as balancing utility and luxury to create a 'ruggedly refined' aesthetic.
- Superfeet Rebrands with MLTI NYC for Modern Athletes
Superfeet has partnered with New York-based agency MLTI NYC for a full-scale rebrand that repositions the performance insole company for a new generation of athletes. The new identity, centered on the platform 'Powered by Superfeet', combines scientific precision with emotional storytelling through bold typography, neon color palettes, and motion-driven visuals. The project includes a hero film, packaging, and a refreshed logo system that celebrates movement and inclusivity.