A Brand That Helps Women Choose Themselves

We developed the brand platform and helped the team translate it into principles for product, communication, service and business development.

NIKIHEELS grew around a distinctive product and a strong founder vision. The brand already had a recognisable character, emotional appeal and a close relationship with its audience. As the company grew, the challenge was to capture this logic in a system that could guide decisions across the wider team.

We interviewed the founder and the team, explored the product, audience and existing communications, and developed several strategic hypotheses before bringing them together into a coherent brand platform.

At its core was the idea “Choose Yourself Without Apology.” It connected the brand’s attitude towards women with the product itself: expressive design, a comfortable fit and the freedom to experiment with personal style.

Once the platform was developed, we ran a four-hour implementation workshop with the team to explore how the strategy should shape product, communications, service and other brand touchpoints. We then held a separate goal-cascading session with founder Irina Nikitina, linking the brand strategy to the company’s development priorities.

The team now has a shared framework that helps NIKIHEELS preserve its character as the business grows and use the brand platform as a practical tool for everyday decisions.