JAYA, which comes from the Sanskrit “victory”, intends to promote the sport that is increasingly gaining space on the Brazilian sands, delivering products of technical and aesthetic quality. The work started with the brand still in its creation period, we worked on the definition of strategic positioning, naming, identity creation, brand architecture and product portfolio. We developed the positioning strategy for the brand, impacting the business strategy and service experience, unfolding into points of contact that verbally and visually materialize the brand’s purpose. It was necessary to affirm the brand as an innovative reference in sports, conquering the audience by the accessible performance and innovative look of the products.
The brand’s inspiration was to fill the market gaps and the users’ pain points that the strategic positioning highlighted. There was a gap of brands in Brazil suitable for urban living, the fastest growing sports environment. Thus, the use of the brand’s products should resignify this context, balancing an admittedly cosmopolitan aesthetic with a rescue of the freedom and energy of the beach environment (traditional sports environment). Thus, elements were sought that referred to the architecture of cities, to graffiti, to the fashion and indoor world, in addition to the intensity of nature’s colours. As for the user experience, there was also a gap in accessible performance. Thus, uniting the contexts of urban experience and perceived quality, the brand’s values were established.
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具有创新战略和方法经验的设计师。拥有多莫斯設計学院（意大利米兰）的硕士学位，专注于产生创新和现代概念。有领导项目和确定服务和支持人们的新方法的国际经验。国际设计奖评委，多个大学的讲师和客座教授。
巴拉那联邦大学（UFPR）的博士生和设计硕士，可持续发展、设计管理和数据驱动的设计研究员。毕业于巴拉那联邦大学产品设计专业，并拥有Fundacao Getulio Vargas的市场营销MBA学位。国家和国际设计奖评委。在其研究领域担任客座教授和讲师。
Doctor y Máster en Diseño por la Universidad Federal del Paraná (UFPR), investigadora de las áreas de Sustentabilidad, Gestión de Diseño y Diseño basado en Datos. Posee graduación en Diseño de Producto por la UFPR y MBA en Marketing por la Fundación Getúlio Vargas. Jurado de algunos premios nacionales e internacionales de diseño. Profesora invitada y ponente dentro de sus áreas de investigación.
Diseñador con experiencia en métodos de estrategia e innovación. Posee maestría por la Domus Academy (Milán, Italia), enfocándose en la investigación para generar conceptos innovadores y contemporáneos. Tiene experiencia internacional en liderar proyectos y en identificación de nuevas maneras de servir y apoyar a las personas. Jurado en premios internacionales de diseño, ponente y profesor invitado en varias universidades.
PhD and MSc in Design by Universidade Federal do Parana (UFPR), Sustainability, Design Management and Data-driven Design researcher. Graduated in Product Design from UFPR and has a Marketing MBA by Fundaçãoo Getúlio Vargas. National and international design awards judge. Guest professor and lecturer in her fields of research.
Designer with experience in strategy and methods of innovation. Has a master’s degree from Domus Academy (Milan, Italy), focused on generating innovative and contemporary concepts. Has international experience leading projects and identifying new ways of serving and supporting people. International design awards judge, lecturer and guest professor in several universities.
Designer com experiência em estratégia e métodos de inovação. Possui mestrado pela Domus Academy (Milão, Itália), com foco em pesquisa para gerar conceitos inovadores e contemporâneos. Tem vivência internacional em liderar projetos e em identificação de novas maneiras de servir e apoiar as pessoas. Jurado em prêmios internacionais de design, palestrante e professor convidado em várias universidades.
Doutora e Mestre em Design pela Universidade Federal do Paraná (UFPR), pesquisadora das áreas de sustentabilidade, gestão de design e data-driven design. Possui graduação em Design de Produto pela UFPR e MBA em Marketing pela Fundação Getúlio Vargas. Jurada de alguns prêmios de design nacionais e internacionais. Professora convidada e palestrante dentro de suas áreas de pesquisa
