Introducing generation Z, Chaco’s newest fervent fanbase. These campers and festival-goers are innately accustomed to sharing content and customizing their experiences via technology. So when crafting Chaco’s digital presence, we made user-submitted photos a primary focus on the e-comm site and developed the "MyChacos" app so individuals can customize their sandals and create their own Chaco adventures.
In addition to gen‑Z, Chaco has a serious fanbase that serves as self-nominated brand ambassadors. We created the “Chaco‑sphere” as a digital space for these Chaconians to share their adventures directly on the homepage, thereby socializing the shopping process. By crafting a large presence for photo sharing and the blog, we encouraged brand ownership of major site real estate traditionally occupied by marketing messages.
In the era of on‑demand services, oferring customizable Chacos is the perfect way to monetize customer desires. We designed and developed an easy-to-use tool called MyChacos; it lets Chaconians quickly customize designs and provides realistic visuals throughout the process. Chaconians can now easily create a personalized pair of sandals and share pictures of their one-of-a-kind designs.
Chacos are crazy durable sandals, so it makes sense that they are a staple of the festival culture. When the Grateful Dead reunited in 2015 for three sold‑out shows in Chicago, Chaco opened a pop‑up shop to sell their limited edition collaborative line of sandals. We concepted, created, and marketed the experience, complete with a takeaway zine and in‑store projections. The store was a success, building strategically off of the buzz from such a significant show.
Chaco’s serious fan base was the driving design motivation when we launched Chaco’s completely new e‑commerce site that seamlessly united product with consumer-led lifestyle. We knew it was important that these fans were as free to navigate the site as they were to run rapids.
As the brand has evolved, so has the reliable craftsmanship and biomechanic technology that makes the sandals so remarkably comfortable and secure. We answered the brand’s lingering issue of how to digitally demonstrate the strap adjustment process to consumers by creating the Strap Adjuster, an app that uses illustrated GIFs to provide no‑nonsense fit tutorials and ensure a ‘perfect fit.’
With Outcross, we were tasked with showcasing a collection of shoes that spanned across all consumer demographics. And we had to do so on a singular editorial page. To differentiate each pair while simultaneously unifying them, we reinterpreted a traditional product gallery. We used nature inspired elements to indicate the appropriate activities for each shoe, resulting in a page as versatile as the collection itself.