Fulton

Fulton designs sustainable modern cork insoles. It was founded to help people take control of their alignment from the ground up, mitigating the impact of unsupportive shoes and natural variations of the foot. The brand partnered with Formal Studio to create its identity from scratch: everything from strategic foundations to a brand new site.

Our work started with the insight that arch support should be a proactive step toward full-body wellness, positioning Fulton as a daily essential for active people—“a better way to walk.” From there, I developed Fulton’s story, key messaging, and a relatable, optimistic voice. I also wrote site, packaging, and blog copy for Fulton’s launch. Custom arch support was always comfortable and cushy. Now it’s cool.