INDUSTRY
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WSS Brand Identity

Street scene with four colorful posters on a wall, each titled "To Celebrate 40 Years of Community," featuring different people in casual settings.

WSS

Brand Identity

Approach

We took a community-first approach to reset the WSS brand, focusing on four key areas: honoring heritage, resetting inside out, engaging meaningful experiences, and expressing a new vision. We ensured the brand evolved without losing its spirit by celebrating WSS’ roots and creating personal, value-driven experiences. The 40th anniversary became the centerpiece of this strategy to bridge past and future.

Challenge

WSS, a brand rooted in community and culture, faced the challenge of staying relevant to a new generation while remaining true to where it came from. Tied to a history of local neighborhoods, swap meets, and cultural memories, the brand’s 40th anniversary brought a unique opportunity to reintroduce itself, celebrate its legacy, and set a vision for the future. This required a balance between authenticity and modernization that ensured WSS’ position as a cultural cornerstone.

Solution

Through a comprehensive brand reset, we amplified the brand’s heritage with storytelling, community-centric campaigns, as well as a refreshed visual and verbal identity. Limited-edition products, experiential events, and local hiring initiatives elevated WSS’s commitment to its neighborhoods. Celebrating its 40th anniversary became a catalyst for new growth and resulted in a brand that recognized its legacy while positioning itself as a forward-thinking leader in culture and sport, ready to inspire the next 40 years.

Street banner on a pole against a blue sky, promoting "40 Years of Community" and "40 Days of Value" by a 40th-anniversary event organizer.
Billboard with the text "Celebrate 40 Years of Community" and "Join us for 40 Days of Value" against a multicolored background. It's located above a street in Los Angeles.
A person walks past a large wall display reading "Celebrate 40 Years of Community" and a sign promoting "40 Days of Value" inside a modern retail store, with shoes on display.
Celebration poster reading "Celebrate 40 Years of Community." Features yellow pattern and text "Join Us for 40 Days of Value" at the bottom.
Collage with text "Celebrate 40 Years of Community" and "Join Us 40 Days of V", featuring a woman in casual clothing and a photo of sneakers.
White Nike sneakers on a wooden table next to framed photos. Bold text overlap reads "Para Siempre" and "Celebrate 40 Years of Community" on purple and yellow backgrounds.
Three people pose outdoors; one sits on a bicycle wearing a cap, another crouches in a "Jordan 23" jersey, and the third stands smiling with a ponytail. Trees and buildings are in the background.
Person in casual clothes stands against a wall; text on image includes motivational phrases and promotional content for a sports-related brand.
A person poses energetically on a chair, wearing a blue sports jersey with the number 23 and baggy jeans, in a room with light blue walls and a corkboard.
Three young people pose confidently with a bike in an alley, surrounded by buildings and trees.
Person with long braided hair, wearing a cropped green shirt with text, against a textured wall.
WSS 40th anniversary logo displayed on a yellow background.

Client

WSS

Year

2024