• Onto is a premium footwear line based in New York City. The name "Onto" was chosen by the brand's founder, Jilleen Liao, to convey the label’s dedication to a progressive movement from within.

    High Tide has been serving as creative ally to Liao since the brand's inception, creating a timeless visual identity that speaks to the modern, sophisticated, and observant consumer of today. We translated that identity to the web with a clean and functional layout, and continue to highlight the brand’s emphasis on simplicity and quality through lookbook design and packaging.