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Shoes for Dinner

Brand identity & creative direction · 2025–present

Shoes for Dinner — concept brand built end-to-end.
Services Provided
Brand Identity from Scratch · Brand Guide · Photo & Video Direction · UX/UI & Site Fixes · Product-Sibling Architecture · Sticky Product Sidebar · Custom Box-Builder · Multi-Marketplace Listing Optimization Context
Shoes for Dinner had a logo. That was it — no visual system, no voice, no directed photography, no brand to convert against. Project Brief

Improve conversion rates — and along the way, build the brand identity that didn't exist beyond a logo.
shoesfordinner.com
Shoes for Dinner homepage walkthrough
The Shoes for Dinner storefront — wordmark-led identity built end-to-end. Scroll within the frame to walk the full homepage. Approach

The brief was conversion. The work was identity from scratch — because there was nothing to convert against. Built in parallel: a brand system, a storefront, and a multi-marketplace channel architecture.
  1. Built the brand identity from scratch — concept positioning, voice, palette, typography
  2. Created the brand guide
  3. Established photo and video direction (the brand had not had directed photography before)
  4. Planned and directed multiple lifestyle and product photoshoots
  5. Site fixes — UX/UI rebuild
  6. Product-sibling architecture across colorways
  7. Sticky product sidebar in collection view
  8. Custom box-builder for buyers — bundle-your-own configurator
  9. Multi-marketplace listing optimization across Shopify, SHEIN, Walmart, and Temu
shoesfordinner.com/collections/all-shoes
Shoes for Dinner collection page
shoesfordinner.com/products/...
Shoes for Dinner product detail page

Left: collection page with the product-sibling architecture and sticky sidebar. Right: a product detail page in the new visual system — applied consistently across Shopify and three marketplaces (SHEIN, Walmart, Temu).

Outcome

Concept brand built end-to-end. Visual system, brand voice, photo/video direction, and channel architecture applied consistently across Shopify (DTC) and three marketplaces (SHEIN, Walmart, Temu). The brand had no directed identity beyond a logo at the start; what shipped was a full operating system for the brand across every channel it sells on.

On-site lifestyle shoot — shoes in context.
Studio portrait with the founder.
Mystery Box — bundled product presentation.
Lifestyle — editorial styling on location.
Lifestyle — editorial styling on location.
Studio product — material differentiation.

Brand identity, voice, photo & video direction, and storefront architecture: built and directed by Kathrine Gilmer of Aster House, as contract creative director for 88 Venture Studio.



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