The method in which shoes are being displayed across the web is incredibly fragmented. FoundMissing aims to build a new home for online footwear; a curated marketplace, rich editorials, and a welcoming platform to share one's thoughts through review and discussion. The vision is to create positive perspectives and growth in the footwear world while providing people with an easier, better way to shop for footwear online (especially for Canadians).
The colour palette's largely monochrome base and bright red accent was inspired by the Air Jordan 6 "Infrared" basketball shoes. The brand identity was built to have a flexible, modern aesthetic that could suit all corners of the footwear world and represent it as a whole.
It needed to be memorable — but like any successful system that carries a huge range of content, the importance lies in the ability to unmistakably retain the role of the container, and not the content.
The FoundMissing website presented itself to me as a unique concept with two distinctly separate halves. One end's centered around cultural and inspirational material; delivering slow content editorials and high resolution photography. The other's a marketplace with a contrasting focus on the immediate; a shopping experience that benefits from a quickness of information exchange between the user and the site. The key goal was to minimize the amount of steps and problem solving it would take to accomplish something when you're shopping online, whether it's finding a particular shoe in your size, writing a review, or buying a product.
We've also taken great care in bridging the two sides of the site together into one complete experience that's as familiar and rational in a desktop environment as it would be on mobile. FoundMissing is a project that asks for a very high consistency in its visual and experiential design. It's a massively complex and organic problem with a solution that we're perpetually hard at work with.
We hope to fully launch some time in the summer of 2016.