Arze

ARZE is a new eco-friendly, genderless, shoe and apparel brand that celebrates the selfless feel-good kick you get out of doing something that’s kind for the planet and one another. ARZE’s tagline, ‘Boost the good’, perfectly sums this idea up.

I had to translate the spirit of their philosophy into a brand manifesto, a newly designed website and a social paid campaign to raise brand awareness.

WEBSITE MESSAGING

I thought a brand rooted in kindness needed to convey the same happy feeling it wants to promote. My aim with the copy was for it to make you feel good from the first read. I went with a brand voice that was friendly, funny, upbeat and uplifting. This is also how I approached redefining the website’s sections. I asked myself ‘What would ARZE’s website need to promote goodness?’

I went for clear and simple section naming (to help people easily navigate the website), punny and optimistic product descriptions (to make every read worthwhile), and honest info about product materials and their impact (to show commitment to sustainability and sound genuine).

SOCIAL DS

To make sure we let the world know all about the positive aspects that embody ARZE, we decided to divide the ads into three categories: brand, people and planet. The aim was to highlight specific features and brand elements in each ad that ‘boost the good’.

Under ‘brand’ we promoted ARZE’s ‘perfectly imperfect’ outlook, which encourages everyone to be their authentic unique self. The ads focusing on the planet’s well-being highlighted the sneaker’s eco-friendly materials. For content under the ‘people’ category, we talked about ARZE’s commitment to treating everyone with kindness by designing sneakers without gender in mind.

Project: Arze sneakers launch

Copywriting: Enya Murphy

Art Direction: Florencia Lopez

Website design: Giselle Quagliano (@chicho.x)