Context.

A sport-loving team of finance and decentralised technology experts, based in Zurich, had a vision of a community of passionate sports participants like no other. This community would be in complete control of their active data. They would decide which organisations could use it and for what purpose. And they would trade their data for crypto currency that could be used in an open marketplace offering special access to sports participation events, premium sports products and the opportunity to fund R&D into health and wellness. This progressive community would live and breathe the ethics, energy and user experience of Web3, all through one game-changing app. 17days was asked to deliver the full brand development scope, from refining the commercial storytelling to brand naming, visual and verbal identity and web design.

Muuvr’s True Story.

The name Muuvr was born out of the central idea that this is a movement that moves the world forward, positively and passionately, through sports participation. The brand essence, ‘I Own What I Do’, originated in a new manifesto that captured the very simple and authentic idea that when a human being puts their energy and emotion into sports participation, they own that moment and all the value that comes from it. This is the beautiful purity of sport for ‘athletes’ of any level. And from this brand essence grew the proposition, values and identity for the Muuvr brand – the first platform in the new era of Web3 to bring together passionate participation, data ownership and an easy-access crypto sports marketplace.

Impact.

17days began by refining the core articulation of what the business does and the value it would bring to the full Muuvr ecosystem, from partners to community members, the ‘Muuvrs’. This vital step brought simplicity and clarity to what could otherwise be perceived a complex value proposition. This then informed the creative work across visual and verbal identity. A central set of brand guidelines and creative assets quickly put wind in the sails of app design, web build and storytelling tools for the sales team. Muuvr is alive, building its partner ecosystem and will launch summer 2023.