The period is your friend

2006/07/07 at 08:01

While browsing the web this morning, I came across this review of a recent coporate identity redesign. I think the author has some interesting thoughts on the redesign, but I couldn’t decipher his meaning very easily due to his extremely long sentences. An example:

Just recently, in late June, Kansas-based Payless Shoesource, unveiled a new logo and a new direction for their retail stores as a result of new leadership change in the summer of 2005 when Matt Rubel, who previously worked on retail brands like J. Crew, Revlon, Tommy Hilfiger and Nike’s Cole Haan division, joined the company and procured Payless Shoesource in need of a new, more focused direction: to dispel the notion that they only sell “cheap shoes,” to appeal to a more design and budget-conscious customer (in other words, Targetize it) and, ultimately, to somehow deliver on the brand’s promise and strategic direction, “to democratize footwear and accessory fashion and inspire fun fashion possibilities for the family.”

Parsing that sentence gives me a headache.
(To be fair, it seems that the author is not a native English speaker)