Client: SuedeSoul, handmade footwear
Design Objective: SuedeSoul is a startup shoe brand that seeks balance between style and comfort by tailoring and making shoes by hand. The desired brand image is feminine, glamorous and affectionate. Since there is no physical shop, it’s very important for the brand to attract followers and customers online.
Design Solution: Three phases were developed to introduce and promote the SuedeSoul brand. First the brand was launched by a series of ads featuring handmade shoes with unique designs. Then, founder of the brand, Alexandria Melnik, who also was a perfect representation of her target audience, appeared in a series of fashion photoshoots took place around the New York, telling her stories about shoe-making and her relationship with shoes. Alexandria also blogs about how to make shoes for her fans every week on the brand’s website and Facebook. Finally, a “Let’s Make Shoes!” documentary poster was published and given out to SuedeSoul customers and lucky followers, gaining attention and generating even more online traffic.