Challenge:
CapSole had a hard story to tell, a brand-new category built on chemistry most buyers have never heard of, sold to a community exacting about both authenticity and aesthetics. The design had to carry the science without sounding like a lab, and look worthy of the thing it protects.
Approach:
Working alongside the JAH Creative team, I contributed to the brand and store design, translating the preservation science into a visual narrative a sneaker buyer would actually read, and building the premium feel the product needed to sell itself in a category with no reference points to borrow from.
Results:
CapSole launched as the world's first sneaker-preservation pod: patent-pending, backed by 400+ hours of accelerated age testing and a lab-verified 2X lifespan, going from Kickstarter campaign to full DTC store. Contributing to that brand meant helping a genuinely new category make its first impression. The one it only gets once.
