As Creative Director of Product, I transformed Soludos from a summertime espadrille brand to a year round lifestyle brand.

PRODUCT STRATEGY

Below are the categories I launched that drive majority sales revenue.

PLATFORM SANDALS

MULES

BOOTIES

HEELS

CLASSIC SNEAKERS

NOVELTY SNEAKERS

RETRO SNEAKERS

PLATFORM SNEAKERS

DESIGN CONCEPT

Wanderlust spirit ~ Artisanal details ~ Authentic materials

Screen Shot 2022-10-03 at 11.00.01 AM.png

Screen Shot 2022-11-08 at 10.58.03 AM.jpg

Farmers Market Basket.jpg

equator_ Photo.png

Screen Shot 2022-11-14 at 12.08.32 PM.jpg

Screen Shot 2022-10-03 at 11.00.55 AM.jpg

Screen Shot 2023-01-27 at 3.25.42 PM.png

Screen+Shot+2022-11-18+at+10.23.08+AM.jpg

Screen+Shot+2022-07-08+at+10.42.54+AM.jpg

Screen Shot 2022-11-14 at 10.45.18 AM.png

Screen Shot 2022-11-10 at 12.11.48 PM.png

Kruska Designer Leather Sofa – Cozymatic.jpeg

DESIGN LANGUAGE

Recognizable branding

LULU PLATFORM SANDAL

Signature interlocking leather braid inspired by artisanal Mexican woven silver bracelets.

Ecru box stitch around welt speaks to Soludos espadrille heritage.

Wavy outsole tread inspired by Copacabana Beach boardwalk in Rio de Janeiro.

ROMA SNEAKER ~ each detail considered

Alexander Calder, Skybird, 1974

Signature S Wave Branding inspired by Calder Skybird.

Branding element trials.

“Roma” city coordinates embossed on tongue reflecting concept.

Outsole color blocking.

Embroidered Sun Icon on Back Tab

Customer favorite.

BEST OF SOLUDOS

Footwear

220722_Soludos_SP238334_WiniLao+%281%29.jpg

Screen+Shot+2022-11-08+at+10.47.03+AM.jpg

Screen Shot 2022-11-14 at 10.16.25 AM.png

Screen Shot 2022-10-03 at 12.52.41 PM.png

Screen Shot 2022-10-03 at 11.56.01 AM.png

Screen Shot 2022-11-14 at 10.16.36 AM.png

Screen Shot 2020-12-21 at 10.55.18 AM.png

OLIVIA WEDGE - TOAST - 1000886-152.3 OPT 2.jpg

Gemma-Leopard-3_025e51a2-3622-421c-b782-c59a70489d07_1620x.jpg

Screen Shot 2022-11-14 at 10.22.28 AM.png

220722_Soludos_SP238505_WiniLao+%281%29.jpg

Screen Shot 2022-08-22 at 11.46.29 AM.png

Screen Shot 2021-10-18 at 2.17.38 PM.png

Screen Shot 2021-10-18 at 2.16.37 PM.png

Screen Shot 2021-10-18 at 3.01.26 PM.png

12-03+SENT+OUT+.jpg

Screen Shot 2022-12-09 at 1.57.32 PM.jpg

Screen Shot 2021-10-14 at 4.01.36 PM.png

Screen+Shot+2022-01-12+at+11.28.19+PM.jpg

Screen+Shot+2022-10-03+at+1.31.16+PM.jpg

Screen Shot 2022-09-19 at 9.34.23 AM.png

Screen Shot 2022-12-17 at 10.12.42 PM.png

Screen Shot 2023-01-18 at 2.01.22 PM.png

Screen Shot 2022-12-17 at 9.50.33 PM.png

Screen Shot 2022-10-03 at 11.42.07 AM.png

Screen Shot 2022-10-03 at 2.59.53 PM.png

Accessories

7000013_still-life_09_d3ef453e-ebb8-4146-9175-d592e78f85f8.jpg

Sunrise Straw Tote-4.jpg

7000017_100_08_44e4dd3f-12e7-4b93-9528-682cddddaf6b_400x500.jpg

LINE BUILDING

Building upon the success of Ibiza Classic, I expanded the product line to include novelty embroideries, platform lace ups, and high tops.

Currently the Ibiza product line drives majority sales revenue.

INNOVATION

Best in class footwear.

Aggressively comfortable performance runner with keyhole logo reveal.

Custom sneaker insole with arch and heel inserts for rebound.

Flexible and lightweight dual density EVA platform with inset anatomic footbed.

MARKET TRENDS

Strategically position styles within trend cycle.

SUSTAINABILY MADE

I pioneered sustainable materials and components resulting in over 70% of product made using environmentally preferred materials.