Velocity Unveils Web Work for Franco Sarto

BOSTON Velocity Advertising has unveiled its first major initiative for Bennett Footwear Group’s Franco Sarto footwear since adding the brand to its roster last summer.

The Boston independent has launched the brand’s first Web site, mixing colorful, demure illustrations in an effort to portray women’s passion for shoes.

Copy at one point, rendered in green script, reads, “Because there’s a place in every girl’s heart for shoes, there’s a place in every girl’s heart for Franco Sarto.” Artwork shows a young woman in a school uniform poised on a motor scooter with her books on a rack in the back.

Another screen with a red motif shows a fashionable woman in hat and high heels with script-style copy reading, “For every breath that we take there should be a shoe to go along with it.”

Trade collateral is up next from Velocity, with consumer advertising likely in the mix for the future, said Jennifer Tisdale, general manager of Velocity.

Stina Persson of CWC International in New York provided the illustrations, with copy by Amy Flanagan and art direction handled by Sandy Quatrale. Velocity founder Lisa Hickey served as overall creative director.

Available in the U.S. for 20 years and retailing for $90 and less, Franco Sarto shoes are sold nationwide in boutiques and at stores such as Bloomingdale’s, Macy’s and Nordstrom. Velocity, which has a track record with footwear and fashion clients, was brought aboard in July to help make the brand better known among women ages 20-40.