You wouldn't think a website for Reebok work shoes would be top-notch portfolio material. In fact, the two terms "Reebok" & "Work Shoes" automatically makes us think of a scary morphing of lunch ladies & dockworkers - a combo that could be the source of many a nightmare.
But if you've got Atomicdust in your corner, you know they're going to strive for an appealing solution. I mean, these are the same people that made charcoal cool.
Everyone loves a fresh pair of athletic shoes, but bulky, workplace-standard footwear doesn’t typically inspire much excitement. When Warson Brands and Reebok hired us to develop branding and an e-commerce site for their new line of work shoes, we saw an opportunity to re-imagine work footwear branding entirely.
The site uses custom animations to show each shoe moving and reacting to its environment. For example, as you scroll down the homepage, a large cement block falls toward a sneaker that – luckily – features a built-in safety toe. No harm done!
There is some very nice splattery, post-work for the glory shots that helps accentuate the shoes, followed by a minimal layout when you get past the "splash" page. We're loving some of the scrolling effects and cursor hover effects that take it just that much further past your typical work shoe site… not that we can say we know what that looks like.
Basically, they've given Reebok work shoes a Nike execution, while still staying on brand. Very nice work.
Also, this group is getting better and better at executing aspects of a project that you wouldn't expect a design studio to do in-house. Say, awesome product shots of footwear for example. Or even, a well produced brand video…
We did all the photography in our office and really tried to push the design in a direction that seemed more modern that what you might think of the work boot category. We had a box of work boots and a dream.
View the entire project & BTS here.
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