Tag Archives: Photography

This year, “say it with socks”

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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.

Screen Shot 2014-12-18 at 10.42.36 AMA 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!


Pop up shop December 11th at Java U on Rue McGill.

Pop up shop December 11th at Java U on Rue McGill.

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:


We designed a series of these graphics (In French and English) for Facebook and Instagram.

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.


Screen Shot 2014-12-18 at 9.29.39 AMWe 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.

Fun Friday Post – Fake Stock Photos from Unstock

If you haven’t heard of and used Unsplash, it’s a pity. They have changed the meaning of stock photos for us by providing free, high-quality and useful but not cheesy stock images to the masses. Until now, it’s been our best-kept secret.

Besides being free, hi-resolution and beautiful images, Unsplash ensures attribution for photographers, so their photos aren’t stolen without getting linked back. And the images are under a Creative Commons Zero license, meaning that the images can be used for almost any purpose!

img1So today, Horse & Cart present our satirical homage to a site that makes looking for stock photos exciting and interesting instead of boring and cringe-worthy: Unstock. With typical images such as group worker high-five and other typically cheesy shots, we’ve taken all of the work out of choosing a stock image for your next blog post about the office, your next hero image of cheesy colleagues working together and collaborating, and more. The possibilities are endless!

stock-photo-36411644-african-businessman-with-group-of-businesspeopleHave a look at our take on typical stock images. They’re perfectly plastic and totally useable in a corporate capacity (but seriously, we don’t recommend using these in any serious endeavors). Whether for work or play, these pictures will keep your audience laughing. Behold: the beauty of the stock image!

Fun Friday Post – Selfies!

What is a Selfie? A Selfie is a type of self-portrait typically taken with a camera phone. Selfies are usually associated with social networks like Facebook, Twitter and Instagram and are commonly used as a profile pic. In August 2013 the term Selfie was included in the Oxford English Dictionary watch list, it’s not in the dictionary yet, but if hashtag can make it, anything is possible.

A bit of history

Selfies are not new. Selfies or self-portraits have been around since the early 1900’s. Early photographers would take self-portraits using mirrors. Russian Grand Duchess Anastasia Nikolaevna at the age of 13 was one of the first teenagers to take her own picture using a mirror to send to a friend in 1914.

However the term Selfie rather than self-portrait is a creation of the social web. Before Facebook became the prominent social network MySpace was all the hype. The “MySpace Pic”, your profile picture, was typically a self-taken photograph. Interesting fact, these Selfies were taken using mirrors and usually in the bathroom – front facing cameras FTW!

In 2012 Time Magazine added Selfie to the “Top 10 buzzword” list of the year. The term Selfie was no longer exclusive to the world of online communities. According to a 2013 survey, two-thirds of Australian women age 18-35 take selfies – the most common purpose for which is posting on Facebook. A poll commissioned by smartphone and camera maker Samsung found that selfies make up 30% of the photos taken by people aged 18–24.

Today everyone and their mom takes Selfies. So we thought it would be fun to share a few early morning Selfies from around the office.


Show us your selfie!