Birth of the Urban Creature. Platypus Shoes was in need of a big idea to transcend into the youth culture without losing street cred and to align themselves in the eyes of the consumers with the best brands. We defined the target market as a series of Urban Creatures, each with their own unique personalities and styles all walks of life. This will allow Platypus Shoes to tailor communications to specific target markets.

A website was designed and built to house the urban creatures and the Platypus Shoe range with their own unique page layouts and graphics. Signage was created to reinforce the ‘Urban Creatures’ style and habitat as a guide to survival in the city.

Work completed at Big Picture Group.