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Case image

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Future has no gender.

The Chispa team had the enormous challenge to accompany an innovative startup that develops recyclable soccer shoes. The objective was to create a brand system that transmits the values and purposes of the product, and the entrepreneurs. Simplicity, transparency, gender, future, respect, equality, sustainability, environment and inclusion were the key points.

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Workshop

UX

Both teams had to work closely in the different stages of discovery and research to responsibly approach the construction of an innovative and genderless brand.

Several design thinking sessions were held, in which both teams and potential clients of the product participated in the workshops.

Through various practices we co-created a map with clear horizons that allowed us to see the brand system and the name for the future brand.

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Branding

We approached the naming process as both science and art. We scoured the landscape for a list of relevant words, roots, pre-fixes and endings. Then we created hundreds of combinations. One name practically jumped out of the list: Any.

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Brandbook

A simple name but strongly connected to the product and the diversity of people. We define a logo with three different fonts to continue highlighting the values of the brand along with a circular component that works as a window and container for various possibilities.

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Implementation

Plots, images, people, textures. An open design. We start from a product with particular characteristics to connect it with a genuine brand that multiplies the values that inspire us to be more genuine and free as people every day.

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