MAD Brand Creation Document

CASE STUDY 3 SLOANE FOOTWEAR (A.F. WHITE) (BRAND DEVELOPMENT)

Building a new footwear brand end‑to‑end: identity, “brand home” showroom, POS and digital — with eCommerce scoped on Shopify.

For A.F. White’s new‑to‑market Sloane footwear brand, we partnered from day one on brand development and roll‑out. The brief: create a premium identity with the maturity, craft and clarity retailers expect — then show it with conviction in a purpose‑built “brand home” showroom at the warehouse so buyers can experience the story, not just see the product. Our team developed the brand world and carried it through point‑of‑sale and showroom displays, including illuminated features and hero messaging — for example, the signature “Shoes fashioned to become a symbol of excellence and inspiration in your life,” explored across lightbox concepts and materials.

We planned and storyboarded a video case study to capture the showroom experience and brand narrative for use online and in retail sell‑in. 5 Digitally, we deployed an initial one‑page site while scoping a full Shopify build (products, structure, and schedule agreed with the client to accelerate launch). This ensures the physical and digital experiences develop in tandem as the brand scales to retailers. Together, these elements create a coherent system Sloane can take to market — confidently, consistently and fast.

DISCOVERY

THE BRIEF

PERSONA

CREATIVE

ASSET OUTPUT

GUIDELINES

APPLICATION

ROLL OUT