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FootSmart Spring 2017

When The Walking Company® acquired FootSmart® they reduced their catalog publications from twelve a year to one per season. Taking on a whole new brand meant learning a new type of consumer. One who was a bit older, possibly retired, and looking for shopping experience that required minimal online browsing. We decided to approach them with a refreshed catalog look. One that featured large, detailed studio photography and story telling environmental product shots. We kept the type minimal, organized, and legible for aging eyes. Instead of forcing customers to endure tedious and often difficult online shopping, we embraced the idea of “Shop Your Way” by promoting our customer service call center and revised website design that offered more brands, easier to read text, larger images, and a faster, more efficient shopping experience. The day this catalog arrived in mailboxes across the county, we saw the first huge sales increase since the company was acquired.

Creative Direction: Ryan Powell

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George Foreman Collection by Footworks

Aimed at providing Mobility For All™ to a mature demographic, the George Foreman Collection by Footworks features health focused footwear styles for men and women. From the beginning, the goal was to expand the new Footworks logo into a full identity and develop a corresponding packaging system. There needed to be a neutral look and feel for generic Footworks styles as well as a specific, elevated look for the George Foreman Collection. Using orange as the pop color, we created modern shoeboxes that could be used for men or womens styles interchangeably and last for multiple seasons without looking outdated. George Foreman’s branded collection was more dramatic and eye catching with a bold black box and subtle pinstripe pattern, every box prominently displaying his signature.

Collaboration With: Kyle Valentic
Creative Direction: Ryan Powell

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ABEO Footwear Social

In this day and age brands and their designers have to be versatile. As our customers move away from printed catalogs and marketing materials, we’ve expanded our reach to social platforms like Facebook, Instagram and Pinterest. But you can’t just post lifestyles any more. You have to post creative, original content that tells the story of your brand with little to no explanation. Included in this refreshing of ABEO’s social media strategy and content are various themed series of images meant to highlight the advanced biomechanics technology infused in every style we produce without overloading followers with heavy technical information.

Creative Direction: Ryan Powell
Shoe Photography: Jim Haschmann

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Fredericks of Hollywood

Since 1947 the Frederick’s of Hollywood brand has established itself as one of the most iconic names in lingerie. After redirecting their retail experience to a purely digital space in 2016, they maintained the infamous name while continuing to evolve the visual brand identity on a seasonal basis. The challenge then became standing out in an oversaturated digital market – the inbox. With the help of the stellar client team, we were able to take the brand in a fresh creative direction every season.

Agency: Tinuiti
Team: Mandi Moshay, Alison Clifford, Cindy Goodman, Sheridan Torgerson, Katie Serniak, Kristin McCarty, Megan Lucht-Falcon, Lindsey Newman-Segura