Web, mobile, print design and content strategy for a sandal brand.
Chaco Footwear was founded in Colorado by a subculture of seasoned river guides. They needed sturdy, grippy, easy-to-clean sandals that could handle the slick surfaces of their rafts and kayaks and the sharp rocks of the riverbed. Their product was so well designed that it quickly gained a wide following, becoming the go-to summer shoe for campers, vacationers and any sensible person looking for a pair of sandals that would last them a decade. Chaco had a serious fanbase. This became the driving design motivation when we launched a completely new e-commerce site for the brand in 2011. The goal? Socialize the shopping process. The result? The brand saw a 70% increase in site traffic and 90% increase in site revenue. Chaco fans, or, Chaconians, as slang would have it, are both heart and soul of the brand, and it was important that they were as free to run the site as they were to run rapids. Enter: the Chaco-Sphere.
The Chaco-Sphere is a game-changing concept in the retail market because it encourages Chaconian ownership of major site real estate traditionally occupied by marketing messages. At its simplest, the Chaco-Sphere is a fun way for the community to gather and talk about their adventures. At its most complex, it’s cooperative retail. In the Chaco-Sphere you can: upload and tag photos, videos and stories to Chaco-Sphere galleries, create a profile with screenname, profile picture, bio, and a list of all uploads to date, enter and view contests, upload product-specific photos and videos to product pages and see the sandals and shoes in action. To inject this diy attitude into other areas of the site, we shot and edited a handful of videos featuring real Chaconians demonstrating proper fit, and waxing poetic about their favorite products. We also created a series of in-store print collateral and advertisements.