Bianco & M&E

In this third installment of our ongoing rebranding of Bianco Footwear, we teamed up with another brilliant artist duo and created a colorful, wild and energetic season campaign.

Art, Brand Identity, Branding, Strategy

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The Concept

Falling Head Over Heels

AUTUMN / WINTER 2015

The name of this shoe season was evocative to the artist duo Emilie and Matthew, who wanted to work with the concept of balance in their images. The resulting pieces have a human touch to them. And while they’re both colorful and fun, they also have a dark twist.

Each and every part of the sculptures rests and supports another: the compositions would simply fall apart if just one element were removed. The theme “Let’s Fall Head Over Heels” has romantic undertones and it holds a promise of better things to come. It was perfect for this season.

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The Campaign

The Campaign

Getting started

Once we had all the sculptures, we began working on commercial execution for the season, including branding materials, web materials, in-store displays and other vital campaign elements.

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A Thousand Times
More Color
More Energy
More Life

Content Driven Campaigning

Making stuff that matters

As part of each season, we put up a campaign site that tells the artist in residence’s story, and how it’s reflected in the Bianco brand. The selling of shoes is integrated in a subtle manner, giving way for a more content-driven user experience.

Going Nuts With Chemicals

Behind The Scenes

Bianco’s shoes were cast silicone and recreated in resin. The resulting “shoes” were surreal-looking objects completely handmade by Matthew and Emilie. The artists also made models of hands, feet and other objects, which they used to compose the sculptures that you see in the final images.

“Shoes are your outdoor feet, standing by the door, waiting to take you out into the world. Quite poetic, when you think of it!”

Matthew & Emilie

Madness That Matters

Why all the crazy artists and color?

This may all seem very arty and experimental, but it’s not just for fun. Below is a tiny excerpt of the research on which we based this creative solution. Bianco had lost relevance in the fashion shoe market, and it was clear that only a radical revitalization would breathe new life into the brand.

The Rebranding Of Bianco

The Assignment

When Bianco came to us, they were struggling to maintain their position in the market. Fashion and media had changed rapidly in just a few years, and they had lost relevance as a brand.

Part of our strategic assessment showed that they needed to regain their impact among early adopters, since these consumers serve as a driver for the rest of the market. .

Getting Back In The Game

The Early Adopters Were Gone

From a creative perspective, the brand needed a thousand times more life, color, and WOW. The first thing we did was to introduce the concept of the Artist in Residence.

By using a new artist for each of Bianco’s X annual seasons, we would ensure a continually fresh and vibrant brand experience, and advance the kind of radical creative expressions the brand so desperately needed.

“Working with Bianco is one of the most interesting journeys I’ve ever been part of. The process of moving, pushing and re-thinking the brand has been amazing. Seeing what we’ve achieved in just one year just makes it even more exciting.”

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The artist duo we commissioned for this season was M&E