Creating the perfect fit for the planet.

YY Nation, a New Zealand-based company, is dedicated to creating sustainable and innovative footwear. The company’s journey began in 2018 when its founder, Jeremy Bank, witnessed the devastating impact of micro-plastic pollution on Maui's beaches. Spurred on by his experience, he set out to develop shoes that were both environmentally friendly yet still had high-performance.

A key factor in YY Nation’s success was the partnership I fostered with Kim Faiga, a skilled product owner, who was instrumental in bringing the initial product concept to life. Kim had a deep understanding of the product and market, he spearheaded all the product design, supply chain management, and marketing efforts.

Working closely together on a co-design process to develop a robust brand framework. This collaborative approach ensured that the brand’s intent and purpose aligned seamlessly with the product’s unique qualities and sustainability goals. Together, we defined the core promise, values, hallmark, positioning, and expression.

Rationalising the brand and its story meant thinking through the logic of how circular manufacturing also benefitted consumers, and what the ‘heart’ moment might be for them too.

Beyond the brand framework, we worked together on crafting a compelling launch marketing strategy, developed a comprehensive set of brand signature guidelines, product packaging, and setting in place a range of brand assets that became central to their marketing toolkit.

I count one of the key successes of YY Nation launch, the relationships I built with both Kim, and the founders to bring about a really tight, and well thought through brand story, that in many ways gave voice to a whole new reason for being.