Pace
A sneaker shop site that takes its collection name literally and sells the first shoe underwater.
- Sector
- Sneaker label
- Year
- 2026
- Work
- Website design
- Screens
- Two desktop screens and the full homepage
01 Crossbarless A. The wordmark drops the bar from the A, leaving a clean peak in wide, evenly spaced capitals.
02 Thin, oversized headline. A very thin sans set very large, so the glowing shoe stays the brightest thing on screen.
03 Water-like sole. The translucent sole is lit like moving water, so the product carries the same idea as the cave around it.
04 Jellyfish and light. Light from the surface and drifting jellyfish make the frame feel deep without crowding the copy.
05 Shop now pill. A white pill beside Bag (0), so the shop is one click away before any story is told.
06 Colourway caption. CURRENT 01 / PEARL BLUE names the exact product in the picture, like a label in a gallery.
- Abyss Navy#000C1E · Background
- Deep Water#012040 · Surface
- Current Blue#177BFD · Accent
- Pearl Mesh#E5EDFB · Type
- Surface Light#0BB2F9 · In the photo
About the project
The full write-up, if you want it. About 4 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
Imagined as a label from City Walk launching its first sneaker, Current 01, in three colourways. The site has to sell online from day one: show each colourway clearly, take orders on a phone and collect emails for the next release. It also needs a story strong enough that a first-time brand does not look like a reseller.
The idea
Find your own current. The collection is called Current, so the site takes the word literally and puts the shoe underwater, lit from above as if drifting through a sea cave. Water becomes the brand language: translucent soles, glass cards, a reflection under every product. Then the page surfaces. A seaside shot brings the shoe back to solid ground on stone steps by the water, and the sign-up asks people to be first in the current.
02The write-up
The design, decision by decision.5 chapters · 2 min
One word, taken literally
Pace is imagined as a footwear label from City Walk, and Current 01 is its first sneaker, in Pearl Blue, Midnight and Cloud. The site had to sell from the first day and collect emails for the next drop, while looking like a label with a point of view rather than a reseller with a catalogue. The answer came from the collection's name. Current became water, quite literally: the shoe floats in a sea cave lit from above, jellyfish drift past, and the sole looks like moving water.
The shoe is the light source
Everything on the first screen is kept dim so the product can glow. The headline, Find your own current., is set in a very thin sans at a huge size, light enough that the eye slides past it to the shoe. Shafts of light fall from the surface onto the translucent sole, and the blue pull loop on the heel picks up the colour of the water. The navigation is three links, Shop, Our story and Journal, beside Bag (0) and a white Shop now pill. A small caption in the corner names the colourway: CURRENT 01 / PEARL BLUE.
Glass cards with everything on them
Below the hero, a frosted glass strip makes three numbered promises: Form in motion, Your everyday rhythm and A new perspective. Then comes the collection, under THE CURRENT COLLECTION and Meet your next move. Each colourway gets a glass card with the shoe standing on its own reflection, followed by the name, price, EU sizes, a plus-and-minus quantity control and an electric blue Add to bag. Price, size range, quantity and the button all sit on the card, though the plan still asks for a size before anything reaches the bag.
Then the page comes up for air
After the grid, the page rises. A close-up of the sole fills half the frame beside A different point of view. and an outlined Discover Current 01 button. Then the camera surfaces completely: a walker in navy trousers climbs stone steps by the sea in a Pearl Blue pair, beside Go where you feel like you. The last section drops back into deep water for the sign-up, Be first in the current., a single email field with a round arrow, and a footer that keeps Shipping & returns in plain sight.
What the images stand in for
A few things in the images are stand-ins. The dollar prices on the cards stand in for whatever the label decides to charge, in its own currency. Product names are joined with long dashes that the plan drops. The filter offers High tops while all three shoes are low tops, so in the plan a filter appears only when there is stock behind it. The seaside walk is to be reshot on a UAE shoreline, with the heel lettering corrected to match the wordmark.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- Very light geometric sans in white sentence case, set very large with ordinary spacing so the thin strokes stay clean.
- Body
- Plain regular sans for prices, size ranges and short supporting lines.
- Labels
- Small spaced capitals with slashes, used as captions for the collection and each colourway.
Type is a thin, wide-set sans for headlines and a plain sans for prices and labels, which leaves the drama to the imagery. The palette runs from deep navy to near-black, with pearl white for text and pill buttons and one electric blue for Add to bag. Imagery is product photography in water and cave light, with jellyfish and shafts of light framing the shoe. The rhythm runs hero, three promises in a glass strip, the collection grid, a sole close-up, then sea-level lifestyle.
Find your own current.
Everyday footwear. A different kind of flow.
Meet your next move.
Go where you feel like you.
Be first in the current.
Calm and assured, with the water metaphor carried lightly. Headlines are short and in the second person, supporting lines come in pairs, and nothing pushes urgency or discounts: the shoe is left to make the case.
04The plan
Grow: up to 6 pages, and what it includes.4 includes
Up to 6 pages, on Grow, AED 4,999 one time. What it includes:
- Customers order online, paid into your own account
- Product descriptions for the first 10 products
- Text, prices and photos you edit yourself
- Every enquiry lands in one inbox
A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.
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