Sporting life partner for people of colour
The Brief
Weusi is a movement. Born from the desire to empower the BIPOC community through the lens of sport, travel, culture, and history, Weusi exists to reimagine how people of colour see themselves in motion and in the world. The ambition was clear: to create a platform that elevates Black identity through storytelling, adventure, and athletic excellence, while connecting generations and communities across borders.
Through a small studio I led the brand strategy and identity narrative, shaping the foundation for Weusi’s voice, positioning, and cultural resonance.
What was Delivered
This work was about empowering Weusi to define itself as a force that speaks with authority, empathy, and clarity on behalf of the community it serves.
Defining the brand positioning as “the platform for a Sporting Life Partner”, a narrative anchored in unity, adventure, and cultural pride.
Crafting a narrative system that tied together sport, travel, history, and community into one cohesive story: Play. Know. Go. Grow.
Developing a tone of voice framework ensuring Weusi’s voice is unmistakable whether online, at a community club, or in global conversation.
Building narrative scaffolding that directly informed the visual identity, community campaigns, and partnerships across sport, travel, and culture.
Delivering messaging clarity that highlighted Weusi’s mission: empowering people to experience Black culture everywhere.
Bringing the brand to motion through a filmic narrative that introduced Weusi’s essence and visual identity to the world.
Results
Weusi launched with a distinct identity that broke away from the stereotypes of sports and culture brands. Its messaging is globally resonant yet deeply rooted in Black togetherness.
The platform now stands as a rallying point for athletes, travellers, learners, and storytellers in the BIPOC community, inviting them to move, explore, and grow with confidence.
Weusi has become a cultural anchor, a connector of generations, and a bold voice shaping how Black identity is lived, shared, and celebrated worldwide.
