Wonsupona | Branding Agency, Naming & Strategic Storytelling | GoodStanding
Wonsupona is a strategic brand storytelling consultancy that crafts brilliant messages, names and strategies that spark resonance and delight.
branding, storytelling, naming, workshops, messaging, strategy, strategy, brand strategy, positioning, new name, brand, story, taglines, copywriting, freelance, copy
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GoodStanding

Overview: Feetz is a startup crafting the shoes of tomorrow: comfortable and stylish – perfect for getting in your 10,000 steps a day – but most importantly, made in carbon-neutral facilities using zero-waste methods. The current name didn’t communicate the strong brand values upheld by the company, “Look Good. Feel Good. Do Good.” nor highlight that the shoes, custom-made with 3D imaging, enables you to live in a world without limitation – where you can go anywhere you want without your back aching from a less-than-perfect fit.

Challenge: The challenge was crafting a name that enabled the brand to tell a story of inspired movement: of a brand that aims to be different than anything else on the market; a brand that leads with its vision and values.

Solution: The name GoodStanding was the obvious winner. It suggests a trustworthy company of strong moral character (brought to life via sustainable eco-friendly manufacturing) and highlights comfort using a play on words. While the name at first may sound stationary (with “stand”), GoodStanding actually is dynamic and represents forward movement and action to take a stand – a stand for fashion, for comfort, and for the environment.