Native Shoes

A lighter imprint on the world.


Vancouver-based Native Shoes is a fashion-industry darling and a leader in sustainable manufacturing. But their core product story—making ultra-lightweight shoes from recycled materials—needed focus and synthesis into a simple, intentional and values-led positioning that leadership, employees and the marketplace could buy into.


We found an audience of like minds who could appreciate both the style and substance of Native Shoes—people who believed in making a lighter touch on the world and who would invest themselves emotionally in companies that shared their philosophy. For these people, we built a new written narrative for the company, rallying audiences to the “Live Lightly” idea. The audience personas built from this narrative gave shape to new messaging, voice, visual expression and experience design—fundamental assets that the company could extend and execute for years to come, from digital to point of sale.

Our work included

  • Brand strategy
  • Design
  • Writing
  • Social media
  • Environmental design
  • Employee activation