1MD was engaged by EKC Projects to help create a brand identity for a new mens shoe line, Meandher, and launch a brand site with an ecommerice platform.

The brand identity was to be unique to the market and reflect the classic craftsmanship, high quality, and comfort of the Meandher shoe designs. The play on words needed to be intitally addressed, as it posed two different representations; 'Me and her', or 'Meander - to wander along a winding path'. It was decided that the log would encapsulate both representations.

We started the identity development by looking at period fonts, as the logo itself needed to embody references to classic shapes and historical processes of shoe making. Once we found a suitable font, we begun making changes to introduce a modern twist, and made the logo continuous - a winding path. The curve in the 'E' reflects the hand stitching of the shoes.

The brand tone and writing style was defined by the confident characteristics and appeal of the shoes.

Our next step was to design a brand site that would deliver a unique experience to customers, whilst allowing the site to adapt to new marketing campaigns. For the initial launch we sourced images for raw materials - wood, sandstone, granite, handmade papers - to use as a backdrop to the launch campaign material. The background lends itself to a handcrafted process, again tying in with the craftmanship of the Meandher show making process.

 The shopping experience was built using our 1 Store platform, designed to be quick, easy, and user friendly. Shoppers can browse and purchase within the same page. The 1 Store platform was customised to manage orders, client accounts, product inventory, freight, discounts, coupons and accounting exports. In addition the platform delivers database subscription management, email marketing, blog and press articles.

Since launching in February, www.meandher.com.au has recorded 1500 visitors with an average site time of 3 minutes. With much press being written about this exciting brand, we expect to see an increased organic growth in site traffic, organic search rankings, sales, and brand exposure.

Meandher pty ltd
March 31, 2011