Kelly Anne HowardDigital Designs

CORPORATE WORK / B2C

SOLEN

Move Light. Live Fully.

Daystep Knit Sneaker

THE IDEA

Made for everyday motion.

Solen is a lifestyle footwear brand built around ease, lightness and everyday movement. It is not positioned as elite athletic performance footwear.

The concept needs to communicate practical product qualities without making the shoe feel purely functional. Everyday movement provides the connection between the product story and a broader lifestyle invitation.

Solen knit sneakers in green, cream and pink arranged on stone blocks by a coastal terrace.
Solen knit sneakers in green, cream and pink arranged on stone blocks by a coastal terrace.
Close view of a green Solen knit sneaker showing its laces, textured upper and sculpted sole.
Close view of a green Solen knit sneaker showing its laces, textured upper and sculpted sole.

MESSAGING

Something specific
to say.

“Move Light. Live Fully” connects the shoe to the experience of moving through a day. Product-led lines provide clarity, while the lifestyle line gives the campaign an emotional direction.

A woman wearing green Solen sneakers walks along a bright outdoor terrace.
A woman wearing green Solen sneakers walks along a bright outdoor terrace.
A green Solen Daystep Knit Sneaker on a stone ledge, with a person walking in the background.
A green Solen Daystep Knit Sneaker on a stone ledge, with a person walking in the background.

MORE IN MOTION

The campaign continues.

CREATIVE DIRECTION

Built with intention.

Close product views show the knit texture and sculpted sole. A walking scene places the concept in daily life, and the colorway composition shows how a shared visual system can accommodate a product range.

I developed the concept, positioning, messaging and visual direction, created and curated the AI-generated material, and edited the assets and films.

What the work connects

  • Footwear branding and product positioning
  • Lifestyle campaign development
  • Advertising messaging
  • Product-focused art direction
  • AI image creation
  • AI video production
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