Get Free

Walking is a powerful form of therapy, with multiple health benefits – physical and mental. You could say walking has inspired the entire collection of Freeworld Australia.

However, the Freeworld brand had been left to lie dormant for some years. When viewed by an objective outsider, few of its core beliefs were clear to potential customers. It looked like just another sports shoe, when in fact its products and point of difference are entirely about wellness and restorative health.

Read more

We were engaged to overhaul the Freeworld brand identity, retaining its well-established logo but updating everything else – colours, graphics, typefaces and of course photography styles.

Working closely with the brand managers, we began with an immersion in strategy that took into account its plans to expand worldwide. From this we developed the new selling proposition, Get Free, and a new brand voice. Freeworld’s new brand language is empowering but not anthemic, wellness-centred and yet not scientific in tone, helping establish its appeal to a diverse market of active customers. These range from athletes recovering from injury, others suffering from foot and joint pain, and others again who spend long hours on their feet each day.

We also developed a number of taglines that will drive the initial campaigns – including Walk Yourself Well and Recovery Comes First, widely in use across Freeworld’s social media activity and in-store displays.

The refreshed brand has been rolled out across point of sale materials, in-store graphics, presentation materials, ecommerce website and social media assets. The brand refresh has helped Freeworld gain increasing entry into a highly competitive overseas sports shoe market, while the new website has boosted sales significantly since launching.