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First Walkers
Tagline, Theme & Online Store Copy
Firstwalkers.com.au, an e-commerce store of orthopedic shoes, wanted names and shoe descriptions that are not only descriptive but have personality. The online orthopedic shoe store is targeted to helicopter ("overprotective") moms and dads. We needed compelling copy that assures them they are getting the best footwear for their kids.
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The brand promises quality and stylish orthopedic shoes. Why orthopedic shoes? Because during their early years, children's feet are still developing and thus need proper support and protection. Orthopedic shoes are not only for kids with abnormalities in their gait but also for parents who want protective footwear for their kids.
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Included in the project were tagline development, web content for some pages, theme creation for the product names and descriptions, as well as the actual naming of the footwear and writing of the shoe descriptions.
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Note: Materials and designs presented here are property of FIrst Walkers.
Tagline & Web Copy
The tagline tells who the product is for and why they need it, e.g. their feet are still developing!
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Tagline selection went through rounds of discussion and revision until "best fit for growing feet" was selected.​
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Content for the homepage and other website pages were also made.
Product Names & Descriptions
Shoe styles personified! Each shoe style was assigned a kid's name with matching personality.
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​Two product naming styles were proposed and the naming the shoes after cute, playful children's names won the day. The idea was to give each shoe a persona, an imagined owner who exemplifies the shoes' personality and ability.
Joe Sugarman
“Every product has a unique personality and it is your job to find it."