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CASE STUDY - CONSUMER GOODS

Footlogix

Aligning Brand, Education, and D2C Growth in a Professional-Led Category

Helping Footlogix transform from a professional brand leader into a powerful omnichannel brand

The Situation

Footlogix is a globally recognized professional foot care brand, trusted by foot care specialists and salons worldwide. With deep professional credibility and a strong education foundation, the brand had an opportunity to expand its direct-to-consumer presence while protecting, and reinforcing, its professional roots.

What began as a short-term engagement to support new product initiatives evolved into a multi-year partnership focused on aligning brand, growth strategy, and execution across B2B and B2C channels.

The Challenge

Footlogix wasn’t lacking demand, it was navigating complex growth tension:

  • How do you scale D2C without undermining professional trust?

  • How do you translate professional credibility into consumer confidence?

  • How do you move from isolated campaigns to a connected growth system?

  • How do you use education and data as strategic growth assets?

The opportunity wasn’t just “more marketing.”

It was alignment.

Infographic titled "Aligning Professional Credibility with Consumer Growth" showing digital marketing strategies for Footlogix including a website on a laptop and product on a phone, diagrams of growth strategies, a framed messaging framework, magazines, and a performance growth chart.

Our work centered on four interconnected pillars:

1. Brand & Messaging Alignment

  • Developed clear consumer messaging corridors rooted in professional credibility

  • Facilitated brand and messaging workshops to align leadership and teams

  • Built a consumer-facing brand campaign centred on the concept of Foot Confidence, informed by consumer data around “foot shyness” and care avoidance

2. Building the D2C Growth Engine

  • Helped architect and scale Footlogix’s D2C Shopify presence

  • Established a performance-driven but brand-safe approach to consumer growth

  • Designed lifecycle and email strategies that became a meaningful revenue contributor over time

3. Education as a Strategic Asset

  • Supported the creation of multiple State of the Foot Care Industry reports

  • Translated professional education into accessible consumer content

  • Positioned education not just as support, but as a driver of trust and conversion

4. Channel Expansion & Optimization

  • Oversaw and supported the evolution of Footlogix’s Amazon presence

  • Helped align marketplace strategy with broader brand and pricing architecture

  • Ensured channel growth reinforced, rather than fragmented, the brand

The Strategic Focus

The Outcomes

While specific figures remain confidential, the partnership delivered clear, measurable impact:

  • D2C became a material growth channel, scaling multiple-fold over the engagement

  • Email evolved into a meaningful and consistent contributor to D2C revenue

  • Consumer brand clarity improved without eroding professional trust

  • Education and data became reusable strategic assets across channels

  • Footlogix entered its next growth phase with a clearer, more aligned foundation

The Takeaway

Sustainable growth doesn’t come from tactics alone.

This work reinforced a core belief behind Leadership In Focus:

When brand, culture, leadership, and execution are aligned, growth stops being fragile, and starts compounding.

Footlogix’s journey shows what’s possible when professional credibility, consumer empathy, and disciplined strategy are brought into alignment.

Line graph showing D2C performance trajectory with three lines representing early traction, acceleration, and sustained growth. The yellow line (early traction) increases steadily, the gray line (acceleration) fluctuates and peaks, and the blue line (sustained growth) rises gradually. The chart emphasizes sustained growth following brand, channel, and lifecycle alignment.

Customer Testimonial

A woman with short gray hair, glasses, and earrings is speaking into a microphone at an event. She is wearing a white blazer over a black top with lace detailing.

"Kurtis brought clarity, focus, and heart to our brand. He truly understood our roots in professional foot care and helped us grow our direct-to-consumer business without ever compromising the trust we've built with professionals. His work aligned every part of our message—from education to ecommerce—and helped make D2C a real growth engine for us. He just got what Footlogix is all about: transformational foot care that makes a difference, wherever people find us."

— Katharin von Gavel, Founder & CEO, Footlogix®