Schuh
Art direction, production, project management
The brief
Shoe store Schuh is one of the biggest retailers for footwear in Europe, so to be involved with their ‘30 Years of Schuh’ event and help develop their lookbook was a very exciting opportunity.
For the 30 Years of Schuh website, my company By the Scruff translated conceptual ideas from a partner agency Roar Creative into a workable online solution by providing consultation from the point of inception of their initial ideas.
By the Scruff produced the lookbook under my creative direction alongside this (without a secondary agency) to help showcase an enhanced product catalogue in line with the anniversary event.
Challenges
Taking the direction of another agency was a challenge in itself as we were unable to manage the entire creative process, but thanks to some efficient teamwork and great communication with the client and partner agency, we were able to understand their direction and deliver the product they had in mind.
A significant challenge for the lookbook was that the press office required a solution for increasing customer engagement via their interaction with requesting samples through images of shoes.
In both projects, budget was a limit as Schuh wanted to keep the cost low. As such, we needed to be efficient with our time as this was the primary way to keep to the budget.
Results
The outcome of the 30 Years of Schuh site was very effective. Despite not being able to manage the full scope of the project due to the initial ideas from Roar Creative, we used the content we were provided with in an effective way to deliver what the client was looking for.
In terms of user experience, the site was very engaging in that it allowed users to share the unique editorial content focusing on youth culture between 1998 and 2008.