This premium shoe brand needed to reflect the personality of the target – less mainstream and more unique. The slightly edgy name means a leather whip. The logo is decidedly modern, but with an organic, vintage essence. The kraft shoebox with its orange and cream color palette is striking on shelf. McCord Design Group took an unconventional approach to "branding" by commissioning a branding iron of the logo and imprinting custom-made, leather-bound journals that were delivered to store buyers. Handcrafted signage and exhibits fashioned from reclaimed wood instantly set the brand apart at trade shows. Even the marketing approach was unconventional — more viral and less mainstream. Facebook, Twitter and Pinterest pages and web banners sparked interest. McCord's launch of the Latigo brand single-handedly expanded Footwear Unlimited's distribution to over 100 specialty boutiques nationwide, which quickly snared the attention of upscale stores like Nordstrom, Anthropologie and Von Maur.