Poetic Licence : Poetic Licence

With a concept based upon its creative director David Smith's adage that "any company that takes poetic license with its shoe designs ought to allow consumers poetic license with its website," Durham-based agency The Republik's website for U.K. women's shoe brand dubbed, yes, Poetic Licence, is allowing the latter's 25-35 female demo (or male, if you're so inclined) to customize an e-tail destination all their own.

To promote Poetic Licence's U.S.launch, Republik has unveiled a design library on the site, divided into various brand logos, different types of shoes (flats, heels, etc.), an on-screen magnet word set and a section of background elements consisting of still photography, flourishes and other imagery. Visitors can then click and drag whichever element of their choice onto a blank white canvas, creating a stylized, poetic site all their own. After a certain amount of items are added on, a window pops up congratulating you on our design, in turn offering you a code that gives you 10% off your Poetic Licence purchase.