print: Initial planning, customer research and a survey, done with our dear friend Lynette Xanders at Wild Alchemy, uncovered a true position for Imelda's that would eventually become their new tagline: Only at Imelda's will you find Shoes that make you shine. To highlight this, the work features bold new seasonal product. But, instead of talking only about the shoes, headlines remind readers how fantastic it feels to look super hot, cute or badass. Or all three at once. Over the course of a year, more than 75 different headlines were written-all to feed a meat-designed ad template the capable Imelda's staff could use to build the ads and stretch their budget.