Role:
UI/UX Design
Duration:
2 Months
Outcomes
Enhanced Brand Recognition
The cohesive branding and storytelling elevated the brand position
Higher Engagement Rates
The engaging, user-friendly eCommerce site boosted traffic and sales
Positive Social Impact:
Generated sustainable income for artisans and provided educational funding for children
Overview
Cana Shoes was designed with a mission to make a difference. Dedicated to ending poverty "one step at a time," Cana Shoes creates ethically made footwear that provides sustainable income to local artisans and funds educational initiatives for children in the Dominican Republic. This purpose-driven brand seamlessly combines style, comfort, and social impact, connecting socially conscious consumers with a meaningful cause.
Challenges
Manufacturing Logistics: Ensuring that the design, production, and sourcing processes aligned with the brand's sustainability and ethical commitments.
Brand Alignment: Creating a cohesive visual identity that reflects Cana Shoes' mission and values across all touchpoints.
Digital Experience: Designing an eCommerce platform that was intuitive, visually engaging, and communicated the brand’s purpose effectively.
Approach
Purpose-Driven Branding: Developed a logo and visual identity that blended simplicity, warmth, and a nod to the artisanal roots of the product. * User-Centric Design: Focused on creating an intuitive eCommerce experience with clear navigation, storytelling elements about the brand’s mission, and seamless purchasing functionality. * Artisanal Aesthetic: Incorporated organic textures, earthy tones, and imagery showcasing artisans and communities benefiting from the brand’s work to build emotional connections with users.
Solution
The final design for Cana Shoes successfully tied together its branding, product, and digital presence. The logo reflected the brand’s roots with clean, modern lines and a handcrafted feel. The eCommerce site was built to highlight the brand’s mission through interactive storytelling, emphasizing transparency about how purchases contribute to artisan support and educational funding. Product pages showcased the quality and craftsmanship of each pair of shoes with detailed descriptions and high-quality images, while a “Give Back” section illustrated the real-world impact of each purchase.
Tommy Jacobson
