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The project: Create designs for 6 different pair of shoes. My role: Art Director Duration: 2 months The story of the project: Deichmann contacted me to create the design for 6 different pair of shoes, in cooperation with Fila, exclusively for their stores in Germany and across Europe. As a result, 100.000 pair of shoes were produced. The problem to solve: Creating outstanding designs for 6 pairs of shoes, in a unique style. These shoes are created exclusively for women and trendy colors have to be included in the project. The style should be unique, urban and illustrative, inspired by pop art. Strategy to find a solution: - Research - 1. Competitive Analysis 2. Business Requirements - Prototype - 3. Low-Fidelity Prototype 4. Mid-Fidelity Prototype - Test - 5. A / B / n Testing with multiple variations of the designs 6. High-Fidelity / Final Prototype Tools used: - Pen & Paper - Photoshop - Illustrator - Wacom Intuos and Cintiq - Pages - Quicktime - WeTransfer How the solution solved the problem: Because of the unique style and the eye-catchy color palette, the customers focused on our product and we could get ahead of the competition. The impact of the project for the business and the users: We surpassed our goal by being sold out very quickly! The initial goal was to produce around 3000 pair of sneakers, but because of the success of these shoes, there was a refill and we ended up producing 100000 pair of shoes. The challenges I faced: Creating tons of variations of my designs and let the client compare them with endless A/B/n testings. What I learned: The most simplest and effective design always wins. Credits: A big thank to Bernd Feil, the Art28 team and Christoph Wesche for the collaboration. Prototype: https://projects.invisionapp.com/prototype/ck3ecca9l00gxel01v4o6buul/play Press: https://corpsite.deichmann.com/wp-content/uploads/2015/12/Kunst_auf_Schritt_und_Tritt_Sneakerserie_von_Ewen_Gur_ab_Ende_Maerz_bei_DEICHMANN.pdf |
