Feraggio
Heel the World
Location: Amsterdam
Colour the World
Brand movie shot in Cape Town to promote Feraggio’s 22 colours. The colourful Bo-Kaap was a perfect backdrop to the colour range as was the infamous bright Cape Town light and a diverse model choice.
I choose the Stefano Moro van Wijk an Italian photographer for the hi-end fashion feel.
Brief
An Amsterdam based fashion start-up project driven by the frustration of the fashion industry. The founder Juliette had a simple powerpoint for a seasonless womens shoe in one design and twenty colours. All she had was the name. The brief was to create an Italian inspired brand and to launch with online sales only.
Approach
The Creative Strategy proposed a digital first approach and a visual brand identity with a heritage feel. A new narrative ‘Heel the World’ was at the centre of the shoe brand that allowed women to wear heels longer - and with a quality that encouraged to buy Feraggio as a sustainable purchase.
Outcome
The new narrative was geared to create product and brand appeal towards 1. A new online proposition to buying shoes. 2. That a simple frustration can be a motivator of change. 3. A message to all women that heels are a statement of empowerment.
Project process
Step 1 - Creative Strategy
Ferragio was just a name and a good idea. Interviews together with looking at the shoe market data was the first step. Finding the right positioning and pricepoint for the target group was the start of the Creative Strategy.
Step 2 - Brand Narrative
The Thoughtstarter proposed a visual and brand identity and a new narrative - Heel the world. Central to the concept was a ‘10 reasons to love Feraggio’ that set out the Perfect Heels proposition.
Step 3 - Brand Governance
The brand narrative was implemented into a total new identity that covered everything from shoe box packaging, product accessories, a first website, marketing collateral and setting up all the social media and content. A true Brand Governance that is still in place today
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