Novel

Dr. Scholl’s Shoes, a global footwear brand distributed by Caleres, creates innovative shoes in playful, stylish designs for a healthier life. This American heritage brand has roots in 1960s fashion, building timeless looks with effortless style. Dr. Scholl’s partnered with Novel to develop ways to showcase the brand’s values by telling the stories of people who embody the brand across a diverse set of content and media channels.

We dug into Dr. Scholl’s Shoes values, history and objectives to find out what makes them truly unique. They’re passionate about designing on-trend footwear without compromising quality and comfort—obsessing over the feel of the fit, and how the shoe performs throughout the day. What results are perfect products for people on their feet daily creating things.

Dr. Scholl’s Shoes partnered with Novel because of our unique point-of-view, background in publishing and our wide-reaching community of interesting people. We knew that to tell Dr. Scholl’s Shoes’ story effectively, we needed a group of aspirational and accessible subjects to drive this content. So, we chose creative entrepreneurs who work on their feet—people who love what they do and utilize quality products to support their successful careers and fulfilling lives.

Novel designs and publishes ALIVE Magazine for an audience of design and culture enthusiasts in the heartland.

The content strategy in print and online is to tell the stories of up-and-coming

or overlooked creative talent in the middle of America.

The city of Saint Louis is trying to attract talent to the region. Novel created a tool that HR Managers and Talent Acquisition Officers could use to communicate the unique experiences of living in the city of Saint Louis while capturing the essence of the community through profiles of engaging St. Louisans.

We identified the attributes of the city that make it remarkable and then we created an inspiring tool that people would be excited to use for attracting talent to the region.

Caleres is a leader in the global footwear industry with a brand portfolio that ranges from luxury to athletic. As one of their most-important public-facing brand assets, their corporate website must communicate an elevated, on-trend aesthetic and seriousness of purpose to an audience that includes investors, buyers and major retailers. With the challenge of combining several brands the seasonal campaign must maintain a sense of cohesion and intentionality. We created photography and video that feels effortlessly sophisticated while conveying their brand and business leadership in the fashion and trend-driven international footwear marketplace.

Washington University in St. Louis consistently ranks as one of the top universities in the United States. They came to Novel to help show that students can aquire a world-class education for a fraction of the investment by attending the organization's University College. We provided content strategy and photography to help share the Washington University story.