This year, I’ve had the opportunity to work on some retail-based projects for Solestruck. Best known as an online source for awesome footwear, they recently expanded into a new retail space designed by Skylab in the heart of downtown Portland. This shop is unique because it’s their only brick and mortar location in the world.
First off, Solestruck wanted a special postcard that could only be found at their PDX location. Early on, we tried a few options featuring photographs of the Solestruck storefront but decided that a type-driven design was a better fit. I haven’t had a chance to grab samples yet but the final outcome features a spot gloss over all the white lettering.
Here are some outtakes during the process developing the type-based options. I tried a bunch of overlays (above) but it began to feel overdone. Before I finalize any work, I usually print it out one last time to make sure all the elements work together. The bottom right was pretty close but the halftones at the bottom felt unnecessary.
Second-Surface Window Graphic
Next, we worked on a second-surface vinyl treatment to brand the windows. We kept it super simple so it wouldn’t need to be changed out seasonally.
This was one of my favorite alternatives, which would have been applied to the window closest to the entrance. We scrapped this route because it would have to be changed out so often.
Second-Surface Wayfinding Graphic
Solestuck PDX is located in the Black Box Retail complex along with a variety of other local specialty shops and frankly, it resembles an all-black spaceship. The only issue is that customers couldn’t tell where the entrance was! We came up with a simple solution of a second-surface arrow letting them know they’d arrived in the correct spot.
These are some of the alternates I also really liked.
Lastly, a few months earlier I presented some shopping bag graphics. I love that the backside is reversed! I got to finally see these in person for the first time when I was at the store last Wednesday.
It’s been fun working on more retail-based projects lately and I always love partnering up with Solestruck, in part because they’re an independently owned local business. If you’re ever in the neighborhood, you can find the Solestruck PDX location at 417 S.W. 13th Ave.