WalkFulton is the online storefront for Fulton, a direct-to-consumer brand of arch support insoles and footwear founded in 2021 by Libie Motchan and Daniel Nelson, both Wharton MBA candidates at the time. The company was named after a street in Manhattan, and its products are designed in New York City and handcrafted in Porto, Portugal.[1][2][3]
Design and History
Fulton’s visual identity was developed with an unnamed designer who had previously created brand identities for companies in similarly stigmatized product categories, with a focus on using bright colors to make the category more appealing.[4] The brand launched its first product, the Classic Insole, in March 2021.[5]
The wordmark “FULTON” is registered as a standard character trademark with the United States Patent and Trademark Office, filed December 8, 2020, by LIDA, Inc., covering insoles for footwear.[6][7] A standard character mark protects the word itself regardless of stylization, meaning the registration does not specify a particular logo design or color scheme.
Meaning and Symbolism
The brand name Fulton was chosen after a street in Manhattan, reflecting the founders’ New York City origins and their experience of foot and back pain while walking the city’s streets.[3][1] The brand’s identity emphasizes natural, sustainable materials, with products made from cork, natural latex foam, and vegan cactus leather, positioning the company as carbon negative.[8]
Typography and Design
No official documentation is publicly available detailing the specific typeface, exact color specifications, or construction methods used in the Fulton wordmark. The trademark registration confirms only the literal elements “FULTON” as a standard character mark.[6] The brand’s visual approach was informed by a designer experienced in making stigmatized product categories more appealing through bright colors, though the designer’s name and specific design choices have not been publicly disclosed.[4]
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