Develop a brand system and experience for a custom high heel company that resonates with female business leaders, demonstrates their attention to craft, and captures the exclusivity of their product.
Brand System
Promotional Assets
Crafting the brand
The Value Behind the Brand This company combines modern technology and traditional Italian craftsmanship to create signature heels. Its exclusive nature is attributed to client customization. Every shoe starts off as an idea and is given life by pencil and paper. They are inspired by traditional design and pay meticulous attention to detail, from the shoe’s profile to selecting the type of materials. Each custom heel tells a different story for every leader, unified with the refined and humble elegance of the outer sole.
The Visual System The identity reflects the dynamic between the determination and elegance of those who wear these heels. The inclusion of stairs within the visual system represents the motif of ascension, alluding to the support CapaDonna dedicates to female business leaders in accomplishing their goals. ​​​​​​​
A Unique Experience
Crafting the Messaging CapaDonna’s tagline is “Handcrafted for the Selfmade,” promising only the highest quality for female leaders who strive day-in and day-out to better themselves and accomplish their goals.
Here is where the client meets the designer for the first time. They begin designing an ideal shoe that not only fits her foot, but her needs, and style
A Keepsake While her heels are being made, a print is sent to capture the time she spent working with a designer to develop her heels. This print also includes a quote stating CapaDonna’s appreciation “We hope that with this shoe, you feel supported in every step. It is your presence that moves our world forward, and we cannot thank you enough for that.”
A Custom Display Case
When the shoes are complete, clients are hand-delivered their shoes in an elegant display case customized to match the interior of their home. 
The tiered display case pays respect to the metaphor of ascension. With these shoes, female leaders will continue to ascend together and make great strides in accomplishing their goals. In the drawer of their display case is a complimentary carrying case and polish.

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