Cariuma is a sustainable sneaker brand that not only makes killer kicks, but also does good for the environment. However, despite being co-founded by two boardsports enthusiasts with roots in skate and surf culture, the brand's digital experience was lacking in connecting with those cultures in an authentic way.

I took it upon myself to explore how to revamp the brand's online presence by bringing skate and surf to the forefront of the digital experience. I did this through the use of powerful lifestyle imagery and showcasing its products’ skate-conscious features, while also elevating its sustainability story through strategic partnership concepts with eco-friendly skate and surf organizations.

The result is a more authentic connection to Cariuma's core buyers, with a renewed emphasis on the brand's roots in the boardsports community. By positioning Cariuma as a leader in the sustainable sneaker market for boardsports enthusiasts, the brand can differentiate itself from competitors and carve out a unique space in the market.