Concealed Shoes
Book design and unique launch campaign for a truly unique story
​When I began this project it was a way to deepen my understanding of Northampton. In exploring its history and identity, I was drawn to the town’s strong connection to shoemaking, particularly the historic Shoe Quarter and its legacy as the City of Shoes.
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This research led me to a fascinating cultural practice, the tradition of concealed shoes. For centuries, people have hidden shoes within the walls, floors, and chimneys of their homes and believed to be protective charms or symbols of good luck. The more I uncovered, the more intrigued I became by the mystery and symbolism behind this quiet, ritualistic act.
"Imagine invisible ink that is revealed by the darkness"
​In daylight, the design appeared almost invisible; at dusk, it began to emerge, then in complete darkness, the shoe and title glowed in a striking and immersive way. The result felt poetic and aligned with the book’s emotional tone.
Concept development
I began designed parts of the book to include 'invisible' printed elements, creating a more immersive and tactile reading experience. For me, these tests reinforced the potential of using unconventional print finishes to support and enhance the story being told.
Read more
If you would like to see the full design or read the book, please reach out and let me know! I will send a pdf copy.​​
Launch concept
Rather than a traditional book launch, I began developing a creative launch strategy that blended immersive storytelling with conceptual design thinking. I considered how elements like neon lighting, atmospheric staging, and specialist print finishes could be used to reveal hidden layers of the narrative, offering a multi-sensory experience that echoes the mystery and poetry of the story.