Upper Street
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Shoe-loving sisters Katie and Julia approached ArtScience with an idea for a digital portal where people could design their own hand-crafted pair of ladies shoes. At that point the company didn’t even have a name.
So the challenge was to create, from the ground up, a brand capable of persuading people to part with significant sums of money and then be happy to wait up to 6 weeks for their shoes.
To build such trust, customers needed to experience a ‘wow’ factor at all stages, from the seamless UX of the design process to the moment they received their beautifully packaged shoes.
As sole designer (thank-you), I was involved at all stages, from naming, packaging, UX and wider brand asset creation, to art directing seasonal photoshoots.
By styling this as a unique experience, provided by the sisters for fellow shoe-loving connoisseurs, Upper Street built up a loyal following.
