The Challenge
NTW is a London-based sneaker brand built to disrupt with design-led drops and defiance. The challenge was to research its roots, conduct user interviews, and identify a clear design target that would help the brand break into the American market while maintaining its authentic British punk attitude.
The Solution
By starting with competitive analysis and interviews to understand who NoTwoWays' audience really is, I was able to pinpoint a clear design target: "The Pitch Punk." This resulted in a relevant solution, repositioning NoTwoWays as a cult brand bridging UK sneakers with America's love for soccer and British punk. I built a brand strategy around that target and selected influencers who embody the same ethos.
