When Humanic first contacted Story in 2008, the challenge was to help transform Europe’s largest shoe retailer into an essential fashion authority. By reconnecting the brand to its rich heritage, our work together has featured integrated through-media campaigns and content platforms spanning 11 European markets, including outdoor, print and TV, a quarterly magazine and lookbook, editorialised style blog, online games, ambient and interior design, as well as the brand's online store and social media channels.

Story's fourth European brand campaign for Humanic (Autumn/Winter 2010) is a cheeky nod to the transformative effect shoes play in defining life’s unforgettable moments. Told with irreverence from the point-of-view of the shoes, it offers a private window into what makes a ‘Shoemanic Moment’. Spanning 11 European markets, the campaign story played out across outdoor, print and TV executions, ambient and in-store communication at over 180 retail locations, along with the brand's online store and social media channels.

An integrated editorial platform has been instrumental in helping establish Humanic as the quintessential fashion authority on shoes. At the heart of this is the brand’s quarterly magazine, offering readers trend and fashion inspiration each season. Now in its fourth issue, 'Shoemanic' (a passion for shoes) provides a halo philosophy for the magazine — produced in German and distributed in Austria and Germany. As part of Humanic’s broader integrated editorial platform, Story also assists with press communications, most recently revamping the quarterly press lookbook into a newspaper-style catalogue of the season's hottest trends.

In Austria and Germany, Humanic's central European strongholds, the brand leads the field in multi-channel retail, breaking down the barriers between on- and offline shopping. Film, animation and interactive games have played a key role in reinforcing and extending this through-channel approach, all backed by Humanic's Style Blog and the brand's new Facebook page.

Humanic’s innovative concept store, Project M, marries technology and fashion in a branded retail space. As part of the overall store concept, Shoe Concierge was created as a self-service touch-screen experience coupled with a dynamic animation that plays out across an entire wall of the store, to inform customers that their shoes are ready to try on. Other ambient elements created as part of Project M included playful staff/customer interaction guidelines, ambient design and retail concepts such as 'Happy Hour' – a fresh way to shift end-of-season stock without devaluing the product.