Objective

Our task was to tell the story of a premium direct-to-consumer eco sneaker. This included designing an ECOM site; FullUpCircle.com, building social community, designing a packaging experience, setting creative direction for visuals and making sure every touch point of the brand followed the the ethos of luxury minimalism.

Solution

Recognizing the increasing consumer demand for transparency in eco-friendly practices. Our initially  strategy was centered around providing extensive information on the production and manufacturing of the shoe through video and photography and to supplement this with on-brand influencer marketing.
However, considering the brand owner's concerns about potential negative associations with "made in China," we adopted a content marketing strategy that involved collaborations with influential trendsetters such as Kustaa Saksi, Catherine Yan, Peter Lampard and Merlin Labron-Johnson. Despite the absence of recorded manufacturing processes, we strategically leveraged respected personalities to position Fullup as a trusted premium brand.

The visual creative direction

Collaborating with the brand manager, we created a style guide for all creative imagery, aiming to reinforce the brand's luxury minimalism ethos across all visual touchpoints. This consistency extended to external communications, with branded templates used in all external decks and messages.

The ECOM site

This was designed after thorough competitor research, integrating features from successful ecom sites that resonated with our target audience. The homepage encapsulates key educational and merchandising elements to help the user make an informed decision.

The product page delves deeper into the shoe's design, manufacturing process, benefits, and adds social proof with a easily discoverable users reviews.

In response to user data analysis revealing the homepage was rarely visited and the collections page had a high bounce rate, we decided to remove a layer of information from the homepage and incorporate extra information into the collections page.

This helped emphasize our USP to users who came to the site via the collections page.

Overall, our strategy not only aligns with Fullup’s brand ethos but also positions it as a distinguished player in the eco-friendly luxury sneaker market.

Credits
Creative direction: Jamie Sage
Brand manager: Tina Chu
Social media manager: Camille Lurton
Copy: Kate Springer
Photography: Brad Torcia, Marianna Jamadi,  Jussi Puikkonen, Matthieu Rienard, Hosanna Swee, Jamie Sage
Video: Rose Ng, Matthieu Rienard, Jamie Sage
3D Animation: aafifi.com