Bromley Crafts Payless Hispanic Push

NEW YORK Payless ShoeSource has launched a Spanish-language campaign featuring the company’s new logo and tagline.

The work, crafted by San Antonio, Texas-based Bromley Communications, is pegged to the back-to-school season and introduces the tag “Vuelve a mirar” (“Look again”). The campaign includes TV commercials, radio spots and print ads.

The new logo—its first redesign in 20 years—is part of the company’s strategy to “democratize footwear and accessory fashion,” said Gaby Alban, a Payless representative. The logo was created by New York-based design firm Desgrippes Gobe and first appeared on Payless shopping bags in June.

This Hispanic campaign will run through the end of August and new executions tied to the fight against breast cancer are expected to roll out in October.