G.H.BASS, a heritage footwear brand known for creating the original penny loafer shoe, personifies the American spirit. BASS shoes have been worn for generations, shaping them into an iconic part of American history and pop culture. Facing a set of branding challenges, G.H. BASS tasked Dothings with repositioning the brand.

We set out to rebrand Bass, refocusing the brand around its core product, the Weejuns. We took a deep dive into the BASS archives to anchor the brand in its history while also bringing a distinct, modern edge to the identity and creative direction. The new direction elevated the brand and took BASS from the mass category into the fashion category.