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We were thrilled Hoy Shoe Co asked us to design catalogs for its iconic Salt Water and Sun-San sandals. We grew up with them!

The St. Louis-based company, with its roots in recycling leather for its footwear in the 1940s from World War II military boots, has surged in popularity in the past few years, becoming a brand sold at major retailers such as Nordstrom as well as independent boutiques around the globe. Growth has coincided with celebrities and their kids photographed wearing the classic sandals.

We upgraded the catalog from a six-panel brochure to a 20-page booklet for children’s sandals and a 12-page look book for women’s shoes. The additional space allows buyers to really see the stitching details in the soles and the wide range of colors.

The layout also gave us the room to drive home the land-and-sea duality of the sandals through hashtags — #beachtobar and #surfandturf — and headlines — “For Playing in the Waves and Walking in the Park” and “For a Day at the Beach and a Night on the Town.”

Hoy was so pleased with the outcome that they asked us to design business cards and other print materials.