Reach for the sky! Collaboration tips working with Australia’s best footwear retailer

Hype DC has set the standard for footwear retail in Australia since its humble beginnings in 1998. To this day, Hype DC maintain the same approach – carefully curating their product range, unique shop-fits and engaging visual merchandising. They have created an immersive environment where customers experience their brand stories and product.

To give you a sense of Hype DC’s attention to detail and commitment to the cause – every single shoe sold through their network of 58 physical stores and mega-online store is laced up in one specific way. There is a particular direction and sequence in which the laces must be tied.

I have been lucky enough to work with Hype DC as a freelancer since circa 2002 as their brand and graphic/digital designer. When I started my own agency Rysenin 2005, Hype DC were my foundation client. They have been integral to the growth and success of the agency ever since.

Below are a couple of the collaboration tips from our great relationship:

Build friendships
Like the people and their product and ask yourself if their vision offers a future for doing great work together.

Customer focus
Focusing on the customer is central to the success of the business.

Inspire & empower through trust
An unwavering mutual trust between client and agency fosters excellence.