DSW was a new business model, offering shoes on the rack, in a warehouse setting. We were tasked with bringing them into retail world with humor and interest. After all, for women, the experience of buying shoes is primal and emotional.
We worked with them from the inception of their newly-created, publically-held brand, DSW Shoes. We were tasked with designing their shopping bags, press release, and even creating private-label brands for them. Katie & Kelly, being one of their best selling brands, with over 250 styles of shoes, bags, and clothing and accessories. Today, DSW's is one of the leading shoe stores in the U.S.
ACD/AD: Dawn McCarthy ACD/CW: Laura Fegley Agency: Cliff Freeman & Partners