The Shoebox New York Transformation Story
Overview
We partnered with Shoebox New York, a leading footwear retailer, to rebuild their digital presence and reflect their evolution from luxury fashion to athletic performance. The refreshed platform showcases the brand’s journey while increasing its core values, making it easier for users to connect with the brand online.
The new digital experience now serves two main audiences:
- Active Lifestyle Enthusiasts: consumers looking for stylish, performance driven footwear for walking, running, and everyday activity.
- Brand Advocates & Strategists: retail and marketing teams aiming to strengthen Shoebox New York’s market presence across the GCC and beyond.
Wireframes
Typography And Colours
Fonts Used
- FIGTREE-SANS-SERIF
- A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
- a b c d e f g h i j k l m n o p q r s t u v w x y z
COLOUR
Our Design Thinking
We began by stepping into the shoes of active lifestyle customers, researching how they interact with footwear platforms and identifying opportunities to enhance their experience. Our focus was on movement driven storytelling, clear communication of the brand’s evolution, and exploration paths.
Through this research, we pinpointed two core areas to elevate:
- Narrative Clarity: conveying Shoebox’s transition from luxury fashion to performance focused offerings through compelling, engaging storytelling.
- Navigation Fluidity: presenting product categories and brand values clearly, while optimizing the discovery of both product collections and the brand ethos.
Visually, we designed a dual toned aesthetic, balancing premium styling with energetic, active motifs that resonate with both fashion conscious and fitness oriented users. A modular block system ensures the platform can grow and evolve in the future while maintaining a Consistency and visually appealing experience.
Design Approach & Strategy
To bring Shoebox New York’s digital transformation to life, we focused on creating a story driven interface, value focused content, and seamless retail discovery.
Story-Driven Interface
- Hero messaging: “Shoebox: From luxury fashion to active performance” highlights the brand’s evolution and leadership of Fadi Soufan since 2022
- Clear subsections: “Establishment,” “Transformation,” “The Shoebox Experience” guide users through the brand’s values and heritage
Value-Focused Content Blocks
- Sections like Visionary Leadership and Values That Inspire Action emphasize global ambitions, community driven ethos, and active lifestyles
-
“Why Choose Us?” segment reinforces:
- Footwear Expertise
- Customized Comfort
- Quality Assurance
- Seamless Retail Discovery
- Integrated shop buttons (e.g., “SHOP NOW”) link storytelling directly to commerce
- Simplified menu structure: “SHOP,” “ACTIVITIES,” “EXPLORE” for intuitive access to products, brand content, and experiences
Finished Product
We delivered a visually consistent and dynamic digital presence that reflects Shoebox New York’s active lifestyle identity:
- Modular block system built around storytelling, retail action, and brand values for future flexibility and consistency
- Two tone aesthetic combining minimalist styling with energetic accents
- Design maximizes brand performance and user engagement
- Maintains visual clarity and brand cohesion across the platform
