WavyFlee
Building a Brand That Feels Like You
Client: Jana, Founder of WavyFlee
Industry: Lifestyle & Streetwear Apparel
Core Product: Elevated hoodies, tees, and essentials rooted in self-love, softness, and street culture
Services Provided:Brand Strategy, Messaging, Positioning, Visual Identity Direction, Website Wireframes, Marketing Alignment
WavyFlee
WavyFlee already has a soul.
It stands for something that people crave - joy, connection, belonging, self-love, and freedom of expression. You’ve created a brand with heart, global roots, and a message that matters.
But right now, that message isn’t fully making its way into the world.
And that’s why sales feel stuck. Because sales aren’t the problem - clarity is.
The Challenge:
A Beautiful Vision Without a Clear Path
When Jana first reached out, she already had the heart of her brand in place. WavyFlee was born from her love of travel, family, and fashion - a brand rooted in movement, energy, and emotional connection. Inspired by her journey from Hamburg to NYC, she envisioned a global lifestyle brand that felt cozy, cool, and conscious.
But the message wasn’t quite landing.
Despite a beautiful concept and stylish designs, sales weren’t coming in, the website lacked cohesion, and her audience didn’t fully understand what made WavyFlee different.
Jana knew her brand had depth - she just needed help expressing it.
The Process:
Clarity, Confidence & Soul-Aligned Strategy
Over a two-hour brand clarity session, we uncovered the soul of WavyFlee: a wearable love note to self. It wasn’t just streetwear - it was soft streetwear. Intentionally designed to remind people to feel good, take up space, and move through the world with joy.
Together, we:
Defined her brand mission, values, and personality
Clarified her ideal customer (the vibe-setter: expressive, emotionally in-tune, and always creating connection)
Crafted a tagline and brand story that reflected her real-life journey
Outlined visual direction to mirror her message (soft textures, elegant contrast, and movement)
Audited her website structure and social presence for simplicity and alignment
Created a plan for pop-up events and real-world visibility to complement her digital presence
WavyFlee became more than just a name - it became a feeling.
The Outcome:
A Clearer Brand. A Confident Founder. A Vision in Motion.
By the end of our work together, Jana had a full brand clarity brief that gave her the words, visuals, and strategy to move forward - whether building content, updating her site, or pitching at trade shows. Even though she ultimately moved forward with a different partner for implementation, she walked away with something just as powerful:
Clarity. Confidence. Direction.
And that’s always the goal.
From Jana
I really want to thank you for your guidance and the time and thought you put into WavyFlee - it genuinely helped me gain clarity on a few key things, and I truly appreciate the opportunity to connect and collaborate with you.
View WavyFlee Brand Guide
