Netshoes Design & Branding BRANDBOOK by


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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Creative Director Lisi Kindlein
Art Director Claudio Arriagada, Lisi Kindlein, Eduardo Philip Rodolfi, Luana Ferreira | Camila Curi, Cristiana Botto, Zé Matarazzo, Luiz Ernani Mariano
Editor David Levy
Released February 2012

Credits & Description

Category: Publications & Business Communications
Advertiser: NETSHOES
Product/Service: NETSHOES
Agency: F.BIZ
Creative Director: Lisi Kindlein (
Editor: David Levy (
Art Director: Claudio Arriagada (
Art Director: Cristiana Botto (
Art Director: Zé Matarazzo (
Art Director: Luiz Ernani Mariano (
Art Director: Camila Ferreira (
Art Director: Eduardo Philip Rodolfi (
Art Director: Lisi Kindlein (
Planning Director: Vinicius Picollo (
Account Director: Cris Camargo (
Account Manager: Camila Berrini (
Project Director: Isaias Lemes (
Production Assistance: André Fasanela (
Brand Manager: Ralph Lagnado (Netshoes)
Media placement: Institutional Brandbook - Institutional Material For Clients - 2/3/2012

Describe the brief from the client
Currently, Netshoes is the largest e-commerce for sports in Latin America. Year after year it has broken records in sales, overcoming numbers and borders. The opening of a store in another country generated the need to create their brand book. The purpose was to convey all the pillars of the brand's DNA, creating a brand with a single identity, but always respecting the local culture and behaviour.

Describe the challenges and key objectives
'No limits between you and sports.', much more than the simple brand positioning, this is a great truth of Netshoes. It's not easy to democratise sports this way. And to translate "without borders" it was necessary to maximise our creativity in all details of this piece. The mission was to provide our target with something that was totally surprising and which, at the same time, conveyed the spirit of the brand and forced our team to excel at every step of the way.

Describe how you arrived at the final design
Instigating, interactive, provocative, digital and irreverent: this is in the Netshoes DNA. And the one place where these characteristics should be present is in its brand book. It is there that people will find everything they need that will help them build the brand. This turns the brand book into a true toolbox. However, a Netshoes toolbox has to be unlimited and provide the interactivity that brings people to sports. In this way, we overcame limits in terms of format, layout and content, turning it into a surprising and always entertaining piece, every time it is opened.

Give some indication of how successful the outcome was in the market
The sheer size was impressive. Nevertheless, it is the surprise that grabs people every time the box is opened. At each fold, at each new piece discovered, the brand book captivates and brings together all those around, exactly like Netshoes. And for us, this desire to interact and understand its content is the greatest proof of the success of the piece.