Project Overview

Zappos Adaptive curates a broad assortment of innovative products that are functional, fashionable, and meet all types of needs. Eric&Todd partnered with the Zappos Adaptive team to discover a better way of telling their story while maintaining their inclusive and upbeat voice. The new brand goes above and beyond to connect people with their products and features to make life easier.


  • Photography
  • Illustration
  • Strategy
  • Web Design



Paying Homage to Adaptive DIY Spirit

Before adaptive clothing was designed and produced commercially, the adaptive audience was modifying and building their own custom pieces. The sketch marks, used in the brand to highlight products and features, are meant to pay homage to the unique DIY culture.


Shopping Made Fun

Until a few years ago, adaptive clothing was designed and marketed solely based on function. Zappos Adaptive brings innovative products to market in an elevated, upbeat, fashion-editorial style, enhancing the browsing and shopping experience for those who previously relied on impersonal purchasing experiences or DIY items.


Accessibility is Key

The adaptive color palette has been selected specifically so that all small text and background color combinations pass WCAG 2.0 level AA requirements. Background colors can be paired with certain text colors in the palette to ensure legibility while accent elements can use a more flexible color palette.