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Filling Pieces positioning
Filling Pieces.
A hip sneaker brand wants a new global positioning.

For Filling Pieces we created a new global positioning. Through deep interviews with important stakeholders at Filling Pieces, chats with ‘lovers’ and ‘haters’ of the brand, and through simple thinking about what’s needed to grow as a brand from a rather restrictive brand (focussing on the hardship, pushing boundaries) to a revealing brand. ‘Pushing boundaries, Bridging gaps’ was the former positioning. We said: bridging the gap is not a goal in itself. What does it bring, when you bridge a gap? When you have the courage, the guts, the endurance to overcome insecurities, differences, to connect with something that was previously outside yourself? Then you are free, then you are able to shape the world, to create the world on a personal level, on any level. 
So our new positioning was a real mentallity statement, giving a push forward:

Filling Pieces. 
Bridge the gap. Create the world.






Filling Pieces positioning
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Filling Pieces positioning

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