Orthopaedic shoes don’t have a reputation for being fashionable. But National Shoe is working to change that—and we at Banko Media are in full support [pun intended].
National Shoe believes that footwear should take care of your feet, be comfortable and look good. The company offers products for women, men and kids, including slippers, boots, sandals, dress and casual shoes.
We have photographed National Shoe’s catalogues for nearly a decade. Over that time, the shoes, catalogues and photography have evolved. Our first few seasons involved using the staff as models in the product catalogues in order introduce the inside sales team to the clients and distributors they often worked with but never met. Our models were real people shot in various locations we scouted that would add a European flair. We involved location scouts, stylists, make up artists, multiple assistants and so forth. The days were long but we had a great time.
As the product line matured, the footwear designs became more contemporary and appealing to a broader range of customers. The concept for the catalogue shifted to show various lifestyles, communicating that the shoes could be worn all day, no matter what people were doing. The timeline for production has also become increasingly more condensed so we have worked to find and create efficiencies in our own workflow and process. What used to take over a week to plan and execute now takes two to three days at most and in every case we ensure Biotime has its best foot forward.