We Are Warriors
Strategy/Creative Direction/Branding/Apparel/Web Design/Social Media
We Are Warriors is an online fitness and mental wellbeing community built on foundations of togetherness and a sense of belonging. With thousands of subscribers from around the world, WAW offers advice and guidance to help empower young females.
The challenge:
Provide creative direction for all customer touch points, evolve the We Are Warriors brand language, design an impactful apparel collection and develop a cohesive marketing strategy.
The solution:
To provide effective creative solutions, I analyzed the brand, the competitor landscape and their customer mindset. Collaborating with the WAW team, we realigned the company’s goals, develop their brand purpose and value proposition.
After in-depth research and development, I provided a rebrand that resonates with the audience in an authentic way, reflecting their value system, elevating the brand, whilst keeping the community at the forefront of every decision.
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Brand Direction
To build trust with the consumer, WAW must focus energy on adding value and improving the lives of their community. Championing all things ‘wellness’, they have to stand for mental and physical health and be known as an expert in the field. Through educating, inspiring and informing the community, WAW can help build a deep connection with the target audience that goes beyond selling products. WAW is a place of warmth, security, guidance and fun.
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Product Direction
Comfort and confidence were the focus of the apparel design process. Elevated basics in an oversized fit, soft but durable fabric and a dusty color palette combine to create a sustainable and versatile collection.
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Graphic Direction
Using cohesive storytelling, all elements of WAW’s visual communication must work together. From the logo and brand marks, to the apparel graphics, web and social content, each customer touchpoint must embody the brand’s ethos.
To engage the audience and promote a sense of belonging, I created a ‘family crest’ - A visual representation of the WAW family community.
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After:
Web and Social Direction
Using a positive and empowering tone of voice, WAW social content can help uplift and inspired followers. In keeping with the graphic direction of the apparel collection, digital content utilizes the same soft color palette, along with a clean san serif font mixed with an elegant script.
