Blu Kicks, Creative and Brand Strategy Consultant
Created a unique personality, tone of voice and visual representation of the brand's core values with the moniker "The Official Shoe of Playing Hookie."
Given crowded footwear marketplace, I encouraged a strategic distribution model concentrating on boutique/exclusive retailers such as Colette Paris, Nordstrom and Ritz Carlton spas as showcases, with the majority of sales coming through DTC.
Given limited budget, I concentrated resources on a few, but high value assets such as high quality photography, strong PR agency and seeding.
Currently working on launch of new brand with founders – naming, tone of voice, positioning.
Tagline: THE OFFICIAL SHOE OF PLAYING HOOKIE
Signoff: TREAD BOLDLY
INTRODUCING THE OFFICIAL SHOE OF PLAYING HOOKIE
Why does going out in the boat never get old? Is it because when we free that last line, we are literally leaving the land behind? The land and all that goes with it. Work, bills, stress and all the other stuff. We were on a boat where the idea of Blu Kicks was born.
INSPIRATION COMES IN MANY FORMS. FOR US IT WAS A CRAZY-LOOKING YELLOW FISH
The idea of making shoes was sparked in Hawaii by the photogenic Humuhumunukunukuapua'a (Humu) fish. We’ve spent a lot of time there as a family, and a local friend and fishing guide Bubba, gave us the idea that the Humu looked kind of like a sneaker. Three years later we started a shoe company with a whole line of shoes to keep the Humu happy. $1 for every pair we sell goes to help protect fish like the Humu.