Hourglass Footwear was launched in the spring of 2012 to a whirlwind of enthusiastic PR and glowing reviews. Founded by Kira Bundlie and Lisa Ström, the two brought together a group of talented artists to create a business that merged their passion for art and footwear.
The company provides custom-painted shoes that range from elegant and sophisticated to whimsical and feisty. Hourglass does not make the shoes but instead transforms them into beautiful pieces of artwork. They needed a way to brand their unique shoes so that discerning customers could identify their work. They sought a brand nameplate with an appropriate aesthetic; both subtle yet attractive.
Before launching the brand, Bundlie and Ström did significant research to find the right shoe material, paint and sealants to ensure that their art would last. Adding their company logo to the shoes would be their “seal of approval because we really back our product” said Bundlie.
Gerry Gallagher of GM Nameplate worked with Bundlie and Ström to find the right solution. “When I learned about their unique application, I instantly thought of 2D electroform,” said Gallagher. “It can look delicate but it’s really quite durable. Plus the metallic finishes available from 2D Electroform complimented the aesthetic that Hourglass was looking for.” The final solution was nickel plated with bright chrome to form the logo. GMN provided three prototype sizes that Hourglass could test on shoes. Once the size was selected, the nameplate went into production. “It’s fun to see the same technology that goes into products like Dell computers, Martin guitars and the X-Box be applied to a start-up in the fashion industry.”
The final results were outstanding. GMN created a delicate silver nameplate of the Hourglass Footwear logo. “I love the way it turned out,” said Ström. “It really communicates our brand well.” Bundlie agreed, stating, “It makes a statement without overshadowing the shoes.”