Positavo Luxury Footwear >

Positavo is a luxury Italian sandals brand. When the owners of the company approached me, they literally had nothing but a few sandals in their collection, and a brand name which wasn't even final at that stage. Having my own fashion line, Iconic Couture, back in 2004-2008, I approached this project as a Brand Director, Creative and Art Director, and even a Copywriter for some of the materials.

I started with creating the brand ID - namely the logo and visual language. It was extremely important to communicate the luxury via a clean, modern treatment, that was also reminiscent of the accessories attached to the sandals. Once the visual language was established, I quickly moved forward to create Positavo's microsite, trade look book and marketing materials. Part of my role was also to dictate the art direction of the photoshoot, and do so remotely as it was shot overseas.