Visit Flimby was a storytelling platform to showcase the brand’s UK manufacturing base, it’s particular culture and to show the lives of the people that work in this wondrous place on the North-West coast of the Lake District. The team spent weeks in the homes and lives of characters, building up a unique first-hand look at the brand, this mythical workplace in St Helens Lane producing intimate portraits of New Balance craftsmen and women.
The primarily photographic and editorial led platform manifested as a digital hub – visitflimby.com – that hosted narrated photographic sound-slides with the brand’s associates, curated guides to help visit the area, where to have the best pint and ale, where to hike and mountainbike and where to stay (supported by West Lake District Tourist Board). It was also a showcase to talk to international retailers and trade partners with interviews with key influencers asking them of their opinion of Flimby and the crafted product that came from it’s doors. The hub also released news and product drop details, building up an online directory and ‘Vault’ of past and present special collab projects.
The project lasted well over three years and in 2013 the project received a Global New Balance award for Digital Innovation and Social Media – the first of its kind!