Snowball
Influence at scale, made authentic.
Snowball is the influence offer of When To Cop, the media at the centre of French sneaker and streetwear culture. Brands keep paying more for macro-influencers who convert less.
Brand Appart built the brand from a blank page: positioning workshop, brand identity, design system, brand guidelines, and the decks the offer sells with.
The challenge
Two audiences, one brand
The same identity has to convince brands the offer is credible and creators it is worth joining. Neither audience could be the one that gets the softened version.
Credible without turning corporate
The offer lives inside sneaker and streetwear culture. Too corporate and creators walk away. Too street and brands don't sign.
A brand with nothing to show yet
No app, no shelf, nothing to screenshot. The identity and the decks were the entire proof that the offer existed.
Brand Strategy
Not the loudest voice. The most voices.
We reframed the offer around an observation the market keeps ignoring. Macro-influencers cost more every year and convert less. Snowball sells the opposite bet, dozens of micro-creators activated at once, and the brand had to make that bet legible in one slide.
A workshop with the founder fixed the positioning before any design: specialist rather than generalist, native to sneaker and streetwear culture, and credible enough to sit in front of global sportswear brands.
Brand Identity
A sphere shaped by influence.
Two directions were presented. One built the system on spheres formed of points, each point a creator, rendered in black and white with a heatmap gradient. The other went urban and fragmented: torn textures, inked type, graffiti codes.
Snowball chose the sphere. Futuristic, professional, and the one that holds up in a B2B room. The palette was then reworked so the colour survives contact with creator photography instead of fighting it.
Deliverable
Everything the offer sells with.
We defined the positioning, built the system and shipped what the team uses daily: logo and its full set of exports, brand guidelines, creator and event badges, a pitch deck for brands and another for creators, plus a reusable Figma casting template the team fills in itself to present creators to a brand.
Three months from workshop to handover, closed with a walkthrough video so the client can run the templates on its own.
Result
Snowball doesn't chase the loudest influencers.
Snowball multiplies authentic voices, turning a single launch into an impression of omnipresence and visibility into trust.
The team came out of the sprint holding a complete brand: one system, two audiences, and decks it updates itself as the creator roster grows.
Testimonial
We came in with an idea and a project. We left with everything we needed brand guidelines, logo, decks, the works. The quality of the work genuinely surprised us. From the first presentation, we were sold. The way Brand Appart explained their creative choices also made a real difference it actually shifted our perspective on certain decisions. Reactive, clear process, and a team that clearly understood the brief. Nothing to complain about.
