WHY THIS PROJECT?
Crafting a Story for Kivvi Shoes: Turning Customers into Loyal Fans
A close friend and founder of Kivvi Shoes, a handmade shoe business in the Bay Area, sought help with branding and retaining repeat customers. After six years in India, she had recently launched her brand in the U.S. Our goal was to create a marketing tool that would not only showcase her brand’s story but also serve as a memorable keepsake
for customers.
for customers.
SOLUTION
A Thank You Card That Builds Loyalty
We considered branded gifts like notebooks, planners but chose a custom “Thank You Card” to accompany each purchase. The illustrated card highlights Kivvi Shoes’ handmade process and personal touch, designed as a keepsake to remind customers of the brand and encourage repeat business.
PROCESS
Understanding the Brand to Tell Its Story
We began with in-depth discussions to uncover the brand’s messaging and values. Using a tailored questionnaire, we clarified the mission, tone, and target audience, ensuring the design resonated authentically.
BRAINSTORMING
Turning Research Insights into Visual Concepts
After gathering insights from the discussions and answers, I brainstormed a few concepts:
1. Showcasing the entire handmade process of creating the shoes from start to finish.
2. Emphasizing the client’s home studio and inviting customers to visit.
3. Illustrating women wearing different styles of shoes (close-up foot shots).
4. Featuring the client’s pop-up stall at events.
Out of these options, the client was drawn to the concept of showcasing her home studio, as she wanted to emphasize studio visits and highlight the customer service and collection of shoes she offers.
Front and back of the thank you card
Launching the Thank You Card
A Reel That Walked the Talk
To launch the thank you card, we created a collaboration reel that introduced the card to the audience, telling the
story of the card and our creative partnership. The reel was well-received, amassing over 15k views and boosting
the brand’s visibility.
story of the card and our creative partnership. The reel was well-received, amassing over 15k views and boosting
the brand’s visibility.
Results
More Than a Card: A Brand Amplifier
• Customer Engagement: Customers kept the card as bookmarks or fridge magnets, creating a lasting brand presence.
• Brand Connection: The card resonated with customers, who praised how well it represented the brand’s essence.
• Increased Visibility: The launch reel reached over 15k viewers, bringing more attention to the brand.
• New Projects: The project inspired inquiries from other small business owners, leading to two new collaborations for custom illustrations.
LEARNING
Exploring New Horizons in Storytelling
This project offered a refreshing change from my usual work in technology and development. It was an exciting opportunity to explore handmade craftsmanship and bring a unique brand story to life. Working on a creative,
customer-focused brand helped me discover new perspectives and refine my storytelling skills in a different context.
customer-focused brand helped me discover new perspectives and refine my storytelling skills in a different context.
