Why a strong tone of voice is the ultimate Tinder turn on for your brand.

Correct grammar AND a witty tone of voice – The biggest turn on, ever. 

Spare me the six pack, body oil and Al Green tunes, my Tinder profile would be all about Merriam Webster approved lingo and dates who know their shit, as opposed to not knowing they’re shit. If you can spin the keyboard decks like Pandora Sykes or Zoe Foster Blake I’ll happily don a white dress, or should I say, take off a white dress. 

Before I get too Fifty Shades of Grey on you, let me relate this back to branding and business.

The thing is, like me, your customers too, want to read prose as smooth as honey and tasty as treacle. As you know, over the last decade ‘branding’ and all that it encompasses has really come into the spotlight. At first, companies started focusing on the idea of branding by simply jazzing up their logos – cue the millions of makeovers from traditional block serif to sexy sans serif, and a complete exodus of intricate illustrations and literal icons. Then, fast forward a few more years and we see this movement morph as companies start taking all visual aspects of their business up a notch – no longer was it okay to have mis-matched fonts, crappy stock imagery and neon gyrating gifs. And now, in 2019?! It’s all about that clever copy and distinct tone of voice. Straight shooting, heartfelt, emotionally engaging, creative, concise, charming, trust-inducing, share-worthy, SEO-genius copy that converts. Right now, I’d say your copy is the difference between a booming business or a business booing.

But, like, no pressure, or anything.

Since the inception of Smack Bang in 2011, I’ve been writing this here ol’ little blog every two weeks, (that was at least until my daughter came into the world and robbed me of my sleep). It’s been an absolute labour of love, super satisfying and at times hard to keep up with (FYI – sleep deprivation and creativity are a match made in hell). But the one thing that I have loved most about this writing commitment is the practice it has granted me in refining my writing skills.

They say it takes 10,000 hours to become a master at something. I’ve written almost 220 blogs, and at approximately 4 hours each, that makes me not quite yet a master (juuuuust missed my quota by a mere 9,120 hours). However, I do feel the beauty of writing consistently is that over time you begin to distil your process and whilst the blank paper in front of you never gets any less daunting, the practice of storytelling and articulation becomes all the more easier. In my 880 hours, I’ve had a truck load of practice at refining the Smack Bang tone of voice. So much so, I can no longer discern between it and my own personal tone of voice – which, I believe it just as it should be as a founder.

But why is clever copywriting and nailing your tone of voice so important to your business’ bottom line?

Because simply put, copy converts.

The right copy aligned with the right brand builds trust with the right target market. And we all know that trust means loyalty, and that loyalty is the bedrock of a thriving business.

If you use the right copy to help market your business, it can skyrocket your exposure, clarify your offering, catapult your conversion rate and put you on the fast train to the business hall of fame.

The thought of writing something that strangers, and god-forbid, potential customers might read used to make my spleen shiver in fear. But over time and with a hell of a lot of practice, it has now become second nature to me. I’ve written about how to craft the perfect tone of voice before, and even shared with you a book that I think every copy writing marketer needs to read. But today I want to talk about WHY copywriting is so darn important for your brand.

‘Tis true, design captures your audience’s attention, but it’s your tone of voice that keeps them engaged, communicates your viewpoint and forms a lasting connection. At Smack Bang, we like to say ‘Design turns heads and copy turns minds’. After all, design is the heart of your brand, and your writing is the lungs, you need both to keep your brand alive and thriving.

Having a strategic, strong and clear copy guide in place will keep your brand voice from straying into no-man’s land.

Crafting a unique tone of voice means you’ll be talking to the right people – people who work with you, for you and who champion your every move from the sidelines.

Here’s what I know for sure:

  1. Bad copy is bad for business.

    We have all read copy that makes us cringe. It may be hard to put a finger on exactly what it is that makes the copy so bad but nonetheless, a lack of appeal definitely does not go unnoticed. You might have the most resplendent design to have ever graced the Earth, but if you can’t get your words in order, or if your grammar makes your text read like pig latin, then you’ll reap what you sow. A lack of care in the way you are presenting yourself and your business just shows pure unprofessionalism – just ask Trump.

  1. Good copy gets you noticed.

    Good salesmen (and women) are not verbose. They don’t use unnecessary, fancy, extravagant words for the sake of it. They speak like your loving older sister. Clear, kind and confident. You should be able to communicate your copy without the over-the-top embellishment of sale language that’s about as smooth as a bulldog chewing a wasp. Remember, consumers buy products from brands that they connect with on an emotional level and steer clear from brands that they don’t so make sure your copy conveys empathy rather than hard sells.

  1. Clear copy clarifies what you stand for.

    Words bring your brand to life. Building familiarity and trust is crucial to building a successful brand. To keep your loyal supporters loyal and your hard workers working hard, you’ve got to not only gain their trust but keep it. Therefore, you’ve got to practice what you preach. If you’re always banging on about being an eco-conscious sustainable brand, don’t go wrapping your products in layers of plastic while sipping on your Starbucks-mocha-latte just do your best to uphold your values.

  1. Copy gives your brand a human heart.

    People won’t always remember what you say or even what you do, but they will always remember how you made them feel. That’s why it’s so important to give your brand a personality that your ideal customer can not only recognise but can relate to on a human level. People love hearing about people – we are one seriously narcissistic species. We want to know they aren’t alone in our struggles, that someone has suffered the same challenges we have and can tell us how they overcame them.

  1. Meaningful copy makes you memorable.

    In a sea of bland and boring content, a distinctive, grabbing voice can make you easily stand out from your competition. Therefore, you’ve got to make it considered and impactful. To quote the father of advertising, David Ogilvy, himself, “Tell the truth but make truth fascinating. You know, you can’t bore people into buying your project. You can only interest them in buying it”. Think about the way you use your words and the impression it makes on everyone who comes in contact with them – meaningful copy will influence and persuade.

  1. To state the obvious, words sell.

    Words hold the power to tell a story and captivate the hearts of many. Once you understand your audiences’ needs, your copy will then convince them that your solution can alleviate their pain most efficiently. At the end of the day, we are not just using language to list our features, or strategically serve up words to encourage your audience to take further action, we want to use copy to help our customers find reasons to fall in love with us. Because after all, all the best stories have a happily ever after.

Image credit: Jessica Walsh

The creative characteristics that will stand the test of time.

The 2000s were a magical time. And by magical, I mean delightfully cringe-worthy. In hindsight, we probably should have realised that our butterfly clips and Ed Hardy shirts should have been filed along with cargo pants, flip phones and our MySpace profiles.

These statement-making culture trends might have seemed like a good idea at the time, but if we’ve learnt anything from the early 2000s it’s that not much can – actually – stand the test of time. This blog goes out in honour of all those cringy, repulsive and downright offensive trends from our formative years and is to be used as a guide for how you can (hopefully) avoid these trends when it comes to your branding.

When we are creating a visual identity, sure we want your brand to be the cool, new kid on the block but we also want that branding to last. As we see trends come and go, fonts that become extremely dated, buttons that have rounded edges, and rebrand attempts that are forever trying to keep up with the Joneses.

Sure everything does date with time and there’s a huge misconception that good design equals “trendy” design. Design, at its core, is simply pulling various elements together to beautifully execute a concept and add meaning to your brand. Whereas, characteristics of good design are typically inspired and influenced by trends. But as we’ve seen time and time again, these aren’t future-proof.

Here, at Smack Bang, we avoid giving in to short-lived fads like it’s the plague. Our style is current but not trend-specific – adding touches of flair through accompanying elements, not to the core design. Your branding is one of the biggest investments you’ll make when starting a business. So please, for the love of all good things, do not forget that. Too often we have people come to us after being burnt from the likes of 99designs or unaccredited freelancers. If you want to ensure your brand will be looking just as good in 10 years as it does today, you need to ensure there are strategy and purpose behind the aesthetics.

But who am I, a mere marketing simpleton, to be schooling you lot of the scope of design?

Fear not. I thought who better to ask than the ladies living in this crazy designer world day-in and day-out. Read on as our talented design team explain the power of executing timeless design.

  1. A little goes a long way

“Less is more, and we believe ‘simplicity is the ultimate sophistication’ as Leonardo da Vinci wisely put it, and along with simplicity, longevity is always at the forefront of our minds as we design. We aim to create clean and simple logos, with a slight quirk adding personality, that will stand the test of time. A unique presence for the brand is created in the form of additional design elements that complement the logo. These generate the feel for the brand and can be a little more ‘out there’, touching on trends (maybe in the form of colour) and creating that initial attraction to the brand. As time goes on and brands evolve, these elements are the first to be considered for an update. The logo sits at the core of the brand and remains timeless due to its considered design and simplicity, allowing the brand’s identity to remain strong and untouched as time passes.” – Katie Shepherd, Art Director

  1. Gotta risk it for the biscuit

“I love the saying, ‘Learn the rules like a pro, so you can break them like an artist.’ Yes, it pays to know your design principles and systems, and subsequently, why we design a certain way. That way you have a solid foundation to get creative and push the boundaries. Graphic design is coming up to 100 years old and over the decade we’ve worked out what appeals to people from a foundational level, whether it’s the rule of thirds, that ‘golden ratio’ or typographic characteristics, so if you learn where the boundaries are, you can be more strategic with how you push those boundaries.” – Kendall Hubbard, Designer and In-House Photographer.

  1. Provoke a connection

“Create with an adventurous spirit and a desire for authentic connection. Digging deep into the why of a brand is how we begin our branding process, ensuring the bare bones of the branding are thoughtful and authentic. Keeping this initial design stage minimal and well thought out ensures a certain level of timelessness, whilst simultaneously providing an exciting canvas ready for building a beautiful, bold brand.” – Maddie Lumley, Designer.

“A brand that connects to the core of a human need or desire tends to stand the test of time, because as humans, while our surroundings are constantly changing, our core needs and desires for connection, support, and understanding tend to stay pretty consistent. A brand that addresses these needs in relation to the product or business at hand transcends trends and prioritises authenticity instead, which in turn creates something that people want to buy into, at a level that feels deeper than the surface”, Kendall adds.

  1. Design with purpose

“Ultimately, a design that is clever can hold a story and significant meaning behind them. Purposeful design never goes out of style and creating something simple and uncomplicated not gimmicky is important when considering design longevity. It’s when people get too caught up on the aesthetic and trying to make a design purely on the basis that it is ‘cool or current’, that dates and fails with trends as trends have a built-in expiry date. But if the creative holds meaning and purpose while telling a story, your brand is bound to be timeless.” – Sophie McNay, Designer.

  1. Create your own lane

And above all else, in a world where imposter syndrome is riding on every creatives’ back, Sophie raises a point we can not fault, “a level of uniqueness needs to be considered with each and every design. If something is truly unique and individual, more often than not it means it’s not moving with a trend and won’t date. If it holds its own and is individual in its own right it also shouldn’t date too much, as long as it’s still clean, legible and not overcomplicated.”

Now, we only got to skim the surface here, so, we are calling on all you creatives out there. Drop us your go-to tip for timeless design in the comment section below.

Image credit: Jacob Reischel

What makes for a successful brand collaboration?

The art of a successful brand collaboration is like a really comprehensive game of match-making.

Sorry to break it to you (especially if you’ve just swiped right for the last time) but if you’re in the business of well, business, then there’s no escaping the constant search for the ideal partner.

We’re big advocates of two heads being better than one and any (decent) offer of collaboration makes us weak at the knees. There’s real magic to what can be produced with an open mind, a little fairy dust, and a good ol’ fashioned creative collab.

The word collaboration, often used as a buzzword, alongside a pretty loose and cringeworthy definition, but ultimately, it’s a mutually beneficial agreement where both brands bring their audiences together and take advantage of the each other’s success. It’s an effective tool to build the business, boost awareness, and break into new markets as well as introducing something new to your own audience. Here at Smack Bang, we believe it’s people who make a house feel like a home, and who make a workplace not feel like work. So for us, partnerships are an instrument to build our community in order for it to grow and thrive.

In the ultra-competitive world of advertising, brands are always looking for an edge that allows their product or service to stand out amongst the noise – that’s where your friendly neighbourhood collab comes into play.

Now, we could dive into the psychology behind the sneaky marketing ploy that is brand collaboration, but we’d be here all day. So, let’s break this down into a delicious bite-sized snack; On Instagram for example, you follow individuals (and brands) because you enjoy their content, right? Over time this turns into trust, which then turns into brand loyalty and authority. You begin to subconsciously value what they are selling – when they offer you their opinion on another brand or product,  you listen and respect that sentiment. Then, within minutes, you’re stuck in an Instagram hole, aimlessly scrolling through an awesome new feed you’ve ‘stumbled’ across because of this funny little thing called collaboration.

But how does one do this, you ask? Well, read on.

  1. Combine complementary services to enhance your customer experience
    Good partnerships, first and foremost, aim to serve society. So ask yourself; how can this collaboration improve the lives of our audience and enable a more personalised and unique experience? If we throwback to 2014, two innovative brands famously did just that – Uber passengers were given the ability to control the music during their commute via their very own Spotify app. Creating one of the most revolutionary, yet at the crux of it, very straightforward collaborations of our decade.
  2. Create a product that is exclusive to the collaboration
    It’s essential to align with other brands who share the same values and therefore similar customers, this will ensure your connection feels genuine and organic. If there’s one piece of advice you take away from all this, let it be the following; you don’t need to reach a massive amount of people—you just need to reach the right people. Take the clever team at Zulu Zephyr, who as part of their strategy, collaborate with a new brand every year. One that fits the ZZ lifestyle and in turn, create a product that is mutually exclusive to both their audiences. Take their collaboration with Lack of Colour, broadening both their audience and product offering to create a range of bespoke headwear.
  3. Reach a new audience
    What better way to reach a new audience than by harnessing the reputation of another brand? Take a leaf out of GoPro and RedBull’s book. Here we have two world-renowned companies that need not an introduction. Both have established themselves as lifestyle brands – a lifestyle that’s action-packed, adventurous, fearless, and typically pretty extreme. Their shared values make them a perfect match for co-branding campaigns, meaning these two brands are constantly pairing up in order to unite their community and audiences – especially those surrounding action sports.
  4. Combine two current trends together
    Here’s another hot tip for you; the consumer owns this world and holds the ultimate power, and reacting and moving at their speed is a fundamental pillar to success. Trends come and go in what seem like fleeting moments, so knowing when to capitalise on them is one mighty hard task. For example, combining the magic and whimsicality of Tess Guinery’s poetic and visual brand with linen brand Dazed but Amazed is genius. Through this collaboration, they were able to create the ultimate bedding experience for their audiences.
  5. Create of a revolutionary idea
    Here, we’re talking about a product or service that can only come to fruition through the means of collaboration. We’ve got a golden example lined up for you. Hint: it’s something you’re using on a daily basis and smaller than a phone, rectangular in shape and most likely sitting in your pocket as we speak. Any takers? No one? Did I see a hand up in the back? Well, folks, we’re talking about ApplePay. A once unimaginable collaboration between Apple and MasterCard that birthed a concept that the majority of us would be lost without – okay that’s a tad hyperbolic, but you get what we’re getting out.
  6. Create work on a different medium that showcases your work and values
    We’re now about to land in a brand paradox – brace yourselves. We’re a creative agency who has a strong focus on digital design. But it’s safe to say we are still print enthusiasts at heart. Typically all our work is displayed and engaged with online with consumers viewing it all via a little black box. Until, last year, we decided to create a print magazine. For us, Baskk is just an extension of the SBD brand, a tangible way in which the team can pour our lifestyle principles of living consciously, creatively and in connection with those around us.
  7. Create a new and memorable experience
    Ahh, Glossier, the beauty brand who can honestly do no wrong. Earlier in the year, the cult brand opened a pop-up within a San Fransisco fried-chicken shop (bear with us here)… Although this doesn’t sound very on brand, this place oozed all things Glossier. From pastel pink walls to old school diner bar stools. If you are looking to capture the famously short attention spans of millennials, take a page from Glossier’s book. Consumers are constantly making the switch to experiences over objects. Why? The best way to trigger your brand in your audience’s minds is to allow them to experience it all first-hand. Plus, who doesn’t love a good ‘gram opp?

Image Credit: Bruna Kazinoti

The keys to killer confidence

If your name is Kanye West or Tony Robbins you probably don’t need to be reading this article, (but thank you for subscribing to my blog anyways, I’m truly honoured but puh-lease, the last thing you guys need is more confidence).

If you aren’t Kanye or Tony, then this post is for you. And, for me, if I’m really honest with you.

It’s been a weird week. I think I’m going to blame it on pregnancy hormones or this full moon eclipse, or the combination of the two!

I’ve been feeling a bit out of character. Not, in the sell-everything-I-own-on-eBay and move to Greenland kinda way, just in the ‘something’s odd and I can’t quite put my finger on it’ kinda way.

It’s more just like someone scooped out a little spoonful from my self-confidence jar whilst I wasn’t looking and left me feeling just a tiny bit deflated and doubtful.

The thing is, we live in a world that is designed to make us feel uneasy about ourselves a lot of the time, (ahem, Instagram I’m looking at you). We’re reminded multiple times a day that we’re not smart enough, not rich enough, not beautiful enough, not achieving enough, not #goals, #extra or double tapped enough.

And I think this last week, I’ve been listening to the world and that pesky little voice inside my head a little too much. It happens to all of us, most likely even Kanye and Tony… once every few years I’m sure.

Recently, a new buzzword appeared on the scene that made everybody cringe but also bonded us together in wholehearted ‘yes-ness’: imposter syndrome.
Imposter syndrome refers to the feelings of inadequacy that lurk our thoughts with self-doubt and persist despite evidence of our success and adequacy. I know you know the feels.

It might speak to you just as you’re about to have an important conversation. It might wake you in the middle of the night to tell you how lame you really are. It might surprise you when you’re stuck in traffic with backhanded compliments about your new job title that you clearly don’t deserve. It might slap you across the face in the middle of a meeting. It might spring on you when you’re minding your own g-damn business. Maybe in a couple of minutes from now, when you return back to your inbox and notice an email from someone asking something of you, you read it, the pit of your stomach zings with anxiety, and you know that whatever this task is, you’re the last person in the room capable of doing it.

Imposter syndrome is a real bitch.

We all know that it’s a bitch and that it’s purely a figure of our imaginations, and yet we all struggle to free ourselves of it and get on with being the best boss/designer/partner/writer/editor/backgammon player we can. We all know that confidence plays a huge role in success, but how exactly do we foster enough of it to get through and show the world how capable we really are?

I’ve written about looking like a pro, even when you’re not before, but I’m about to drop my fave ten tips to cultivating confidence so y’all can get a little Kanye in your step.


  1. Stay in control of your destiny.

(I’m well aware that the above phrase conjures up images of Tony Robbins fist pumping and yelling positive affirmations at an audience of thousands, but I’m going with it anyways.)

So much of life creeps up on you without you noticing. If you’re not paying attention and taking control of your destiny, life can take over and lead you on a journey you’re not entirely comfortable with or excited by. One day, you’re a well-paid, sassy marketing manager at the hippest farrshion label around, and the next you’re the 3IC at your local Video-Ezy. Which is actually still a thing by the way.

Life happens when you least expect it. By staying in control of your destiny, you remain in the driver’s seat, making informed decisions about the direction you wish to go and therefore in control of what fills your happiness and confidence buckets each and every day.


  1. Use haters as fuel to your fire.

There will always be people in the world who think you’re not the bees knees. And if there’s not, there’s always your imposter syndrome to fill that void. If I don’t keep my I.S in check she can make my confidence levels drop like a fat kid on a see-saw. But I do my best to not let her get me down, instead I use the negative criticism (whether from others, or myself), as kindling for my inner fire. Whenever I feel a sense of inadequacy or doubt creep in from negative feedback or self-criticism, I do my very best to convert that into energy to prove the theory wrong. If you tell me I suck at making my bed, you better believe that the next day I will have watched at least 20 YouTube videos on the perfect pillow plump and will have nailed my 5* hotel corners before the sun’s even up.


  1. Do work you love, that magnifies your skills.

It’s a simple equation really – get good at things, feel good about things. Confidence is built on accomplishment. My confidence in my own abilities comes from practice, persistence and hard-bloody-work, not sitting there chanting positive affirmations and cleansing my chakras. If you’re working in a field that accentuates your skills and you work hard, soon enough you’re bound to become reasonably good at it. It sounds pretty straightforward, right?! But I get it, sometimes even the path that we were unmistakably destined for can scare the bejeebers out of us. Just remember, every single wildly successful person has been afraid, and they’ve kept working anyway. As our old buddy Tony would say, feel the fear and do it anyways.


  1. Don’t credit luck.

There are entrepreneurs and there are accidental entrepreneurs. I’m part of the latter. I ‘fell’ into this world and whilst I’m certainly grateful I did, falling into my career means that I’ve had to deal with a lot of self-doubt around deserving what this position entails. Because of my far-from-traditional career trajectory, it’s easy for me to cast the word ‘lucky’ as a blanket cover for all that I have achieved, “Oh, I was just lucky. In the right place at the right time, rah, rah, rah.”

But what I’ve learnt, is that calling yourself lucky strips you of your worthiness, and therefore your confidence. Why? Because luck is synonymous with randomness. To label yourself or your achievements as ‘lucky’ is to deny the impact of your hard work, persistence and skills. I’m a big believer in the fact that we all create our own luck and that nothing on our journey is an accident. Jamila Rivzi’s book, Not Just Lucky is a brilliant read for anyone struggling with this.


  1. You take with the good with the bad and accept there will always be bad.

One of the keys to confidence is being happy with where you’re at, regardless of where you’re at. The older I get, the more I learn that there will always be work to be done and things I could do better. My businesses are still very much full of rough edges and dark corners that wake me up at ungodly hours of the night. There are still, and always will be, plenty of mess and mistakes. There are F-ups and days where I wonder if I’d be better to flush the whole thing down the drain, spruce up my CV and log on to Seek. Most of my daily work is not glamorous, it’s not easy and most of the time I’m just Googling the answer to simple business equations how like to balance my income with my expenses. But I’ve learnt to look at the bright spots, the daily wins and the achievements. I accept the bad and celebrate the good, with this comes a sense of ease and confidence in the things that you are doing well.


  1. Find a fan club that builds you up.

One the easiest ways to cultivate confidence is to outsource it! Surround yourself with people who are more supportive than your bestie after 5 rosés and a shot of tequila (baaaabe, you look grrreaaaat!). Confidence comes with having a support crew who celebrate your wins and remind you of your achievements every day. My team, my friends, my family and my dog (in her own special way) are my biggest fans and greatest groupies. And of course my partner, he’s my emotional rock and loyal cheerleader through thick and thin, and probably the reason I’m still in business.


  1. Stick to your strengths.

When it comes to life admin I am an imbecile. Seriously, an imbecile. Oh sure I can conjure up an outlandish creative concept at the drop of a hat, describe with the most sincere adjectives what my morning smoothie tasted like, colour coordinate my wardrobe better than Marie Kondo herself, or brew the most perfectly delicious, day-changing chai – but put me in a room and ask me to renew my rego or consolidate my super and I’m Screwed with a capital S. By sticking to your strengths you’re bound to accomplish more, and by accomplishing more, you’re bound to feed the confidence appetite within.


  1. Get over yourself.

A huge amount of self-doubt stems from us worrying about what other people may think of us. It’s like Judge Judy haunting us with a feedback loop of all these nasty comments people are saying about us, but aren’t actually saying, or even thinking. The problem with this is that it’s all make believe! Our ego likes to tell us that other people think about us more often than they actually do. Have a think about how many times a day you think about people who aren’t in your immediate circle of daily interactions. Like those old school friends, work acquaintances, and all those so-called ‘friends’ on Facebook. Unless they text you, call you or poke you on Facebook (is that still a thing?), I’ll bet my left kidney that you can go quite a few days without thinking of them. Now consider how often people are thinking about you. Pretty much never. Isn’t that the most liberating feeling?


  1. Make your decision and then stick to it. Back yourself.

I’m one of those people who finds making decisions really easy. I’ll go out for lunch with friends and whilst they’re to-ing and fro-ing between menu items for a cool 40 minutes, I’ll have planned out the next 20 years of my life… I made my lunch decision before I walked in the door. One the best ways to build your confidence is to wear it like your favourite sweater. If you ooze confidence then eventually, by osmosis, you’ll end up being more confident – it’s the fake it til you make it theory, and it has power! Next time you make a decision, don’t question yourself, just stick to it and watch your whole energy shift.


  1. Like yourself.

At a certain point in your life, you have to decide to like yourself. Yeah, I know – shock horror, how-the-F-am-I-EVER-going-to-do-that?! But it’s true. Most of us, if we’re lucky, get to spend many years alive on this earth… with the company of one person – ourselves. If you spend your entire lifetime disliking yourself, that’s a long bloody time wound up with someone disliking you. Get comfy with yourself, present your real self, full strength and just simply own it. You will never find killer confidence living in someone else’s shoes.

Image credit: Kelsey McClellan