Designing and Developing the Digital Experience for Spine
We designed and built Spine’s e-commerce platform — a fast, elegant digital storefront that merges brand storytelling with seamless shopping and data-driven performance infrastructure.
Who is Spine
Spine Footwear, founded by Dr Miguel Reis e Silva, is dedicated to creating shoes that improve posture and alleviate back pain. Their innovative Inverted Drop soles elevate the front of the foot, reducing lower back curvature and tension.
This design helps achieve a natural centre of gravity and a neutral spine, enhancing overall posture. Spine Footwear's mission is to provide functional and stylish footwear that promotes a healthy lifestyle, combining comfort with significant health benefits
The Challenge
As a new footwear brand entering a competitive D2C market, Spine needed more than a website — it needed a digital flagship. The challenge was to design an online experience that captured the brand’s premium aesthetic while delivering the speed, clarity, and functionality of a high-performing e-commerce platform. Every interaction had to feel effortless and aligned with the brand’s purpose: improving posture and movement. The site also had to serve as the engine of acquisition — capable of driving sales, collecting data, and nurturing long-term loyalty through an integrated, insight-driven technology stack.
The Results
As a new footwear brand entering a competitive D2C market, Spine needed more than a website — it needed a digital flagship. The challenge was to design an online experience that captured the brand’s premium aesthetic while delivering the speed, clarity, and functionality of a high-performing e-commerce platform. Every interaction had to feel effortless and aligned with the brand’s purpose: improving posture and movement. The site also had to serve as the engine of acquisition — capable of driving sales, collecting data, and nurturing long-term loyalty through an integrated, insight-driven technology stack.