WAYZ
Sneakers with a humanistic footprint.
Born in Porto, Wayz is a sustainable sneaker brand with the mission to create ethical shoes, made with premium eco-friendly materials at fair prices. When Pedro Maçana and Daniel Gonçalves came with the challenge of taking their digital presence to the next level, we rolled up our sleeves and got to work.
A brand that moves people.
Competing in a saturated shoe market, we developed a brand identity with a light-hearted irreverence that would appeal to young eco-conscious consumers.
The strategy was to capture everything that Wayz stood for:
• Transparency
• Social conscience
• Environmental responsibility
• Social conscience
• Environmental responsibility
Connecting eco-friendly enthusiasts to authentic, ethical sneakers was our priority.
Research and Inspiration
Target defining / Lifestyle
Defining the look and feel of the brand
Urban visuals / Transparency / Authenticity
Developing a brand that would
thrive in any application.
We helped Wayz establish greater consistency and unity within the brand by adapting the logo, as the original one had some issues with sneaker printing. In order to preserve its equity, the new logo maintained the original’s basic structure. Still, it provides a more harmonious relationship with a young, urban brand identity and performs better in a wider range of applications.
A story that shapes
Wayz’s reason for existence.
Digital storytelling is much more than just putting products out into the world. It is all about weaving them into a narrative that users can experience.
Making a promotional video to leverage the Indiegogo campaign was crucial at this stage of the project. However, instead of making a typical video for this platform, we decided to go the extra mile. The concept for this video was thus to create not only an emotional connection with the target audience but also show Wayz's story and reason for existence through some images of the local urban life in Porto (their hometown). This way, the video could be used for two different purposes.
The city's unique atmosphere had a tremendous influence on the final result.
All in all, we wanted to tell an authentic story.
Because people trust other people.
The resulting videos encourage users to experience more of the brand’s core values, resulting in a stylish yet down to earth aesthetic.
A landing page integrated in
a crowdfunding platform.
The challenge was clear. As Wayz was in the earliest stages of development, they needed help to launch an Indiegogo's crowdfunding campaign. Miew worked closely with Wayz’s founders - Pedro Maçana and Daniel Gonçalves - on the creation of this campaign that also included a promotional video and a photoshoot.
Fashion ecommerce photoshoot.
For the ecommerce product page, we did a studio photoshoot with the different sneaker collections. The key was to keep it simple and clean on plain backgrounds. Besides that, we made promotional photos with some models to show how the product looked in Porto's lifestyle street vibes.
Visually refined for a social world.
From videos and images, to gifs and carousel content, content creation is a major part of a successful social channel. By working with Wayz’s creative team, we developed a digital identity for all types of content to spread awareness, increase their following on Instagram and Facebook, and help with new product launches.
Social media was critical in bringing traffic to the Indiegogo campaign.
Sneakers with a purpose.
The Indiegogo campaign's main goal was to reach €15,000. Fortunately, this number was reached and exceeded. Besides, 1% of the sales were to help to socially vulnerable and homeless people getting their lives back on track. Pretty cool, huh?
