William is not an Artist, nor a stylist but by watching him, he grabs your attention. Everyone is seduced by his charm. They are impressed by his confidence.
A few months ago Brendan and I attended UX Camp Ottawa. On the first day we met two incredible designers and entrepreneurs, Francois Boisvert and Sylvain St-Germain, founders of Socks by William. Organizers of the event had commissioned Socks by William to produce custom socks for the event to be gifted to each attendee. They had also set up a booth at the event where they were showcasing their collections.
As luck would have it, Brendan and I had the opportunity to share food and drink with the “men behind the socks” at a funky wood clad bistro-brasserie in Vieux Hull called Gainsbourg. After a few drinks and a few prefunctory “Sock, Sock jokes“, Francois and Sylvain invited us to share our ideas on how we might help them take their business to the next level. The rest is, as they say…history in the making!
Working in collaboration with our two “Socksperts” our initial mandate was a complete look and feel re-fresh of their Shopify site geared specifically to hit Black Friday and close our 2014 in style. Our Black Friday / Holiday campaign was all about increasing engagement online and off. While working in paraleel on physical and social channels we did deep POS market testing at a lovingly designed pop up shop in Old Montreal and invited the influencer, fashion bloggers and host of prominent sock fans.
The challenge for our creative team was to create a visual story different from other sock designers while still adhering to time-honoured industry standards. To start things off, we needed to take Francois’ and Sylvians’ initial inspirations for the ten designs and further develop them into concise but compelling stories. As you’ll see on the site, and beyond the sheer beauty of the designs are the prominent artists behind them and story they tell through their choices of patterns and colour. The ever popular Tour de France is a great example:
In order to accomplish this task we needed to get super creative and then a little bit more. All told, the H&C team spent triple digit hours in the boardroom cultivating and developing ideas.
The next big challenge came with the online shopping experience. We knew we wanted to do something different. We decided to create a continuously scrolling story that drew the user through the – pardon the pun – thread of the collection. With custom photography and a complete content re-fresh, we were able to successfully engage with the consumer through beautifully designed experience of beautifully designed products. And it seemed our work paid off. Within the first week of our launch of the campaign, three of the ten designs were sold out.
Moving into 2015, Socks by William has tasked us to expand their retail program, design new stories around each collection and continue to help grow their online community.
We custom designed and coded a responsive multilingual Shopify theme using original design concepts, photography, and content.
Check it out and tell us what you think.