Detraform's PANAM Rule: The Magic is in the Details

May 01, 2023 | 2 min read

Why do Mexico’s classic PANAM sneakers make an appearance in so many of Detraform’s client projects?

Written by Detraform | Illustration by Lívia Prata for Banter Messaging

Made in Mexico with pride since 1963, PANAM sneakers live deep in the heart of the Mexican consciousness. Their classic model 084s are as comfortable as they are inexpensive. Detraform director, Joel Blair explains why his favourite sneaker brand can be found in illustrations throughout our client projects.

Detraform works to bring a quality and style of illustration to websites that are more often associated with print publications. Most website illustrations are done in a flat, cut out style because it’s fast and it’s cheap. On a Detraform produced website you’ll find charming and delightful artwork that makes site visitors sit up in their chair. Our goal is simply to delight the user so they will keep scrolling, keep reading the words and clicking the buttons. The proof is in the pudding: after developing an illustration heavy website for Nanosys, our client reported 3x more page views and >50% increase in average session durations.

Illustration by Paula Cruz for Progress Parade

The PAMAN rule says there must be one character wearing classic PANAM model 084s somewhere in the story. “The point is to let our illustrators know that I'm paying attention to the details, and that I'm delighting in those details. So I'm inviting the freelance illustrator to do so as well.” says Detraform creative director Joel Blair. “So if you put your heart into the work I'm going to notice, and we're going to talk about all these little elements, like the fashion, hairstyle, posture, the expressions and accessories etc. I’m told that when people visit our websites, they can immediately feel the attention we gave to the artwork, feel the heart and love in these illustrations. They can see something unusual is happening here that they don't see on websites every day. And so the PANAM rule is really made to encourage the illustrator to do great work and infuse a feeling of charm and delight into the artwork.”

Illustration by João Marcus Felix for Mike Ganino

Beautiful illustraitons help to express excellence and attention to detail, feelings that the site visitor will transfer to the company’s products and services.

Illustration by João Marcus Felix for You Are Tech

After collaborating on a Detraform project where we celebrate the details, our creative talent often tell us the project is a favourite of their professional career.