Abeo Footwear / WalkingCo — Swonetz Creative

Overview

As Creative Director at WalkingCo, led and produced all creative for ABEO — a comfort footwear brand built around biomechanical design and everyday wearability. Produced shoots across multiple locations from downtown Seattle to the Philippines, while directing a team of designers, photographers, and videographers and overseeing brand photography, campaign production, and a full website redesign.

Role

Creative Director · Producer · Photographer

Scope

Creative Direction
Brand Photography
Production
Website Redesign
Team Direction
Campaign Development

Year

2020 – 2024

Employer

WalkingCo

Insight 01

ABEO is built around a patented biomechanical technology — footwear engineered for support, not just style. The creative challenge was making a science-backed comfort brand feel aspirational without overpromising on fashion. Every image had to communicate confidence, quality, and a point of view that went beyond the product spec sheet.

Insight 02

The photography program was built on precision and consistency across a wide range of silhouettes — from Chelsea boots to clogs to performance walkers. Clean studio light, neutral environments, and a deliberate camera language that made every shoe feel considered. A visual system that could scale across seasonal collections without losing cohesion.

Insight 03

The website redesign brought the same discipline to the digital experience — a ground-up rebuild that aligned e-commerce architecture with the brand's elevated positioning. Producing shoots from downtown Seattle to the Philippines required building a production model that could travel without losing consistency. Directing a cross-functional team across locations meant the systems had to be tight: from the hero image to the product tile to the checkout flow.

AbeoFootwear

Abeo
Footwear