CrownShoes

Global Strategy

Role: Founder, Designer, Photographer and Social Media Manager
Period: 2019 to June 2021
Platforms: Instagram, Website
Industry: Custom Footwear / Social Impact

Project overview

Crown Shoes Spain was a custom footwear brand I created in 2019. The project specialised in hand designed canvas and Converse style shoes, offering clients fully personalised designs or the option to customise their own existing footwear. The core goal was social impact. A portion of the profits went towards fundraising for volunteer initiatives in Kenya, turning each pair of shoes into a small contribution to a larger cause.

This was my first professional experience with social media. I built the brand from scratch, created the website, designed the shoes, shot the product photos and managed the full Instagram presence until the company closed in June 2021, when I shifted my focus to university studies and internships.

Global Strategy

Objectives

Build a custom footwear brand with a strong social impact mission

Create personalised footwear designs tailored to each client

Develop a complete visual identity through photography and styling

Manage the Instagram presence and grow the brand community

Design and launch the brand’s first website

Target Audience

People interested in personalised fashion, handmade products and brands with a social cause. The content was shaped for customers who valued craftsmanship and purpose driven purchases.

Strategy & Approach

  • Designed all shoe artwork based on client preferences

  • Developed a clean, handcrafted visual identity

  • Positioned the brand as creative, personal and socially conscious

  • Built the first brand website using accessible tools

  • Structured product pages, story sections and mission explanations

  • Integrated photography and design elements to maintain consistency

  • Shot all shoe photographs and lifestyle images

  • Built an Instagram feed centred around creativity and handmade work

  • Produced content that explained the process and highlighted client stories

  • Shared new designs, BTS creation and customer orders

  • Used Instagram as the main sales and communication channel

  • Maintained a warm, creative tone to match the brand personality

  • Raised funds for volunteer projects in Kenya

  • Highlighted the purpose behind each purchase

  • Made the cause part of the brand identity from day one

Creative Work

Social first

Key Achievements

Created a full custom footwear brand from scratch

Designed all shoes, photography and branding materials

Built and launched the brand’s first website

Managed the entire Instagram presence and community

Fundraised for volunteer initiatives through product sales

Challenges & Solutions

Challenge: Crown Shoes was my first ever project in design, photography and social media.
Solution: Learnt each skill independently and built a functional, cohesive brand identity.

Challenge: Producing designs, running the account and managing orders alongside school.
Solution: Organised production workflows and content schedules to stay consistent.

Challenge: Each order required a completely personalised design.
Solution: Developed a structured creative process to turn ideas into shoe artwork.

Challenge: Needed to shift my focus towards university and internships in 2021.
Solution: Closed the brand responsibly and used the experience to guide my next professional path.

My role

  • Brand founder and creative lead

  • Shoe artist and designer

  • Product and lifestyle photography

  • Website creation and design

  • Instagram strategy and management

  • Customer communication and order handling

Results Summary

  • Built a full creative brand with a clear social purpose

  • Managed the entire process from design to delivery

  • Developed a strong early social media presence

  • Raised funds for volunteer work in Kenya

  • Gained first professional experience in social media, branding and content creation

What I Learnt

This project taught me how to build a brand from the ground up, develop a visual identity, manage social media with purpose and work directly with clients. It became the foundation of my creative and strategic skills before entering the professional world.