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DANA NIDDERY
  • Creative Director
Designer

Fullstack Creative

Vision

I think about how people connect to the product, contemplating how they relate to it and how they use it. I strive to have them feel the same way wearing it as I did making it.

Process

Just as the line structure and balance of the design must be congruent with your big picture, so does your whole range. Each shoe is as important, as a chapter in a story being told.
Innovator

I take an interest in flipping the script and constantly innovating.

I have cultivated a holistic knowledge of anything and everything shoe design; from understanding trends and design thinking, to sample development and material sourcing, to supply chain and manufacturing, and most importantly, people.

Product Expert

Portfolio

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My Design Process

Design is the way we solve problems and the best designs are the ones that function well, and serve a purpose in our everyday lives. Having lots of experience developing my own samples, I can identify from the early stages, what is possible to manufacture, and what is not.

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My Creative Workflow

I’m a strong believer in keeping an organized environment as well as an organized mind.

I find when I am doing things in a specific order and compartmentalizing information, as a foundation, it can set the stage for some great things.

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How I draw Inspiration

When I am stuck, I take a step back; I occupy my time with something else, do something out of the ordinary, and my mind will forms ideas when I am least expecting it.

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Understanding Trends

I travel the world and constantly take pictures. Not just of product, but of unrelated subjects and moments passing through daily lives.

When I am creating my mood boards I try to position the images in a certain format to allow you to see them in a specific way. I always relate my designs back to my story, while trying to divulge design elements from specific details pertaining to my initial mood. It’s great when you can see the collection at the end and relate it back to the boards and see how they are intertwined.

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Design Thinking

I’ve worked with many designers that can draw beautiful images, but without acknowledging the mechanics that are needed in manufacturing, their ideas will never fully be realized to their full potential.

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Finding a Balance

Designing a good product is a perfect balance or art and commerce. Finding the right aesthetics while allowing your product to have a great roll in the market.

Great design is finding stickiness; discovering seomthing timeless.

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Range Development

Design is the way we solve problems and the best designs are the ones that function well, and serve a purpose in our everyday lives.

Having lots of experience developing my own samples, I can identify from the early stages, what is possible to manufacture, and what is not.

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Obsession with Detail

Developing a balanced collection is complex. Everything needs to serve a purpose and own its reason for existing. It must follow design continuity in order to tell the story that is your brand.

If you were to take the logos off each shoe, could you still tell which brand it is, only looking at the line structure?

  • i
    Creative
    Discovery
  • ii
    Sample
    Developement
  • iii
    Feedback
    & Iteration
  • iv
    Delivering
    The Product
Collaborator

Some of My Past Teams

Most recently under my creative leadership, Lilanz footwear went from selling 20,000 pairs annually to over 3 million, and went from representing 3% of the company’s overall sales to 20%; now valued at USD 600M.

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Passion // Compassion

I have always felt passionate about footwear. In kindergarten, as kids sat cross-legged, I examined the designs of their shoe soles instead of paying attention in class. This obsession would become an addiction.

When I first started designing, my dream was to pursue happiness doing what I loved. In this industry we have the opportunity to make a difference in people’s lives; how they feel and how they move through society. This is why I do what I love.

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Creative Leadership

To design freely, you have to be fearless. I have always encouraged my teams to think this way -- to not be afraid to make mistakes as it stifles creativity. We have to place ourselves outside of our comfort zones...

...in order to get the best out of ourselves. What we do is in constant development and motion, and the norm changes everyday. Therefore, we need to be immersed in the moment without fear of being wrong, to truly create; to truly be free.

Online Presence

Social

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I think a lot about what kind of company I want to work for. Does it care about future generations? It is not only about what cool designs and great products we can make. In this ever changing industry we need to ask; what side of history do we want to be on? Are we thinking about the big picture?

Contact
dana.niddery@gmail.com
(+1) 647 807 1242
Canada
(+86) 135 8827 4454
China