Mad About Shoes
Client: Show Connection
Project: In store wall graphics
We were completely delighted when show retailer, Shoe Connection approached us to create a large graphic illustration for one of their Christchurch stores. They wanted a black and white illustration to form the backdrop for displaying some of their premium street shoes.
Their brief was a dream, it must have reference to shoes, sneakers, their brand, a bit of local flavor and have a contemporary street graffiti feel, otherwise we could go for it, they loved our work and wanted a Dustys&Lulu special.
We decided to make a feature of Shoe Connections brand proposition “Mad about Shoes” as it reflects their brand and creates a theme for the illustration, bringing in the mad street cool style. We love the idea that the main type is made to look like it’s made up from shoe laces. We love the clever way the laces have hands, which are holding the shoes. It has humor and really showcases Shoe Connection as a brand and ensures sneakers are a key part of the illustration.
We love how this illustration really reflects some of the key personality traits like fun, surprising, warm and slightly obsessed. We love the idea that when you obsess about shoes they are like perfection you must have, put them up on a pedestal, they’re heavenly even. So we added clouds, like this was all up in the heavens, like a heavenly shoe shrine. We added wings to the high tops to reinforce this idea.
Shoe Connection have a dog they use in photo shoots, so we illustrated him, sitting on top of the clouds, adding a crown and bandana to make him more fashion and street. We used three supporting brand quotes, using a selection of contemporary street fonts, scaled down so they don’t dominate, but help express the brand. At the base of the cloud, which mainly hits into the bottom area under the bottom shelf, we added diamonds and lightening coming out from the bottom of the cloud. Then 2 arms and hands holding a spray can and a graffiti marker to keep a strong street feeling. Then a huge collection of little illustrations, including Christchurch related objects, like these hands have just created them. We love adding this at the bottom, details to be slowly discovered.