2012—2014
Blu Kicks, Creative and Brand Strategy Consultant
Created a unique personality, tone of voice and visual representation of the brand's core values with the moniker "The Official Shoe of Playing Hookie."
Given crowded footwear marketplace, I encouraged a strategic distribution model concentrating on boutique/exclusive retailers such as Colette Paris, Nordstrom and Ritz Carlton spas as showcases, with the majority of sales coming through DTC.
Given limited budget, I concentrated resources on a few, but high value assets such as high quality photography, strong PR agency and seeding.
Currently working on launch of new brand with founders – naming, tone of voice, positioning.
TONE
Tagline: THE OFFICIAL SHOE OF PLAYING HOOKIE
Signoff: TREAD BOLDLY
CATALOG SNIPPETS
INTRODUCING THE OFFICIAL SHOE OF PLAYING HOOKIE
Why does going out in the boat never get old? Is it because when we free that last line, we are literally leaving the land behind? The land and all that goes with it. Work, bills, stress and all the other stuff. We were on a boat where the idea of Blu Kicks was born.
INSPIRATION COMES IN MANY FORMS. FOR US IT WAS A CRAZY-LOOKING YELLOW FISH
The idea of making shoes was sparked in Hawaii by the photogenic Humuhumunukunukuapua'a (Humu) fish. We’ve spent a lot of time there as a family, and a local friend and fishing guide Bubba, gave us the idea that the Humu looked kind of like a sneaker. Three years later we started a shoe company with a whole line of shoes to keep the Humu happy. $1 for every pair we sell goes to help protect fish like the Humu.
“Mike is a talented writer and thinker, who consistently brings something new and different to the conversation. From day one, he showed an ability to understand both our brand and our audience and he is always willing to push the envelope in terms of developing or positioning a brand. Additionally, his success in building his own company makes him a huge asset to any start-up. He is also one of the most positive and enthusiastic people that you’ll come across making him very easy to work with.”