The Packables Campaign
The Packables line was PLAE’s answer to the age-old problem of fitting your favorite shoes in your carry-on. Using the tagline “There’s always room for PLAE”, this campaign encouraged adventure without sacrificing fashion. The shoes were designed for a modern audience, leading the campaign to target a younger demographic than our established buyers. All of the digital assets were designed to showcase how the shoes could compress flat while not sacrificing structure or style.
As the brand designer on this campaign, I participated in marketing strategy and brand art direction. I designed web banners for the homepage, a landing page for the collection, content for paid advertising on social, and content for organic social posts on our own channels.
Lifestyle photos taken by Adam Kingman
The photos above represent campaign print materials I designed and proposed.
Below are images of the mobile layout I designed for the “Packables” collection landing page. This page was designed to educate the customer on the shoes with lifestyle and product photos. The text on the page provided the background and inspiration for the line, and detailed the unique features on each shoe, like traction or waterproof material.
Desktop Landing Page
To celebrate the launch of our new product I wanted to design a landing page that engaged our customers in new and unique ways. Website design was an avenue we had yet to explore, so I pitched the idea of using parallax design and worked with our developers to make it a reality. This concept worked as a way to highlight one colorway of each shoe from the collection, which was an efficient way to preview the entire collection in one image. I designed the rest of the landing page to advertise this seasonal campaign.