The idea that “Beauty is pain” is so common with women, they will suffer for style. Former podiatrist and style enthusiast, Marion Parke set out to change footwear forever. With surgeon-designed comfort and Italian high design being core to the brand’s offering, we worked to further disprove the assumption that comfort has to be unattractive. We developed a sassy brand voice and brought it to life in our Painful Isn't Pretty campaign with bold graphic images to support the communication strategy.