YD
Challenged rules
Paper Stone Scissors took on the challenge of connecting the yd brand with the modern young man, an audience known for possessing a collectively unique and elusive mindset.
Our initial strategy focused on truly understanding this demographic and on unlocking the specific attitudes and language that resonated with them. The goal was to position yd as an authentic peer: a brand that spoke their language, understood their perspective, and was genuinely part of their world.
We instilled a new, confident voice across the brand and all its touch-points, establishing a bold framework and a clear set of rules; of course, we understood this audience inherently expects rules to be challenged.
Over the years, we have maintained yd’s relevance by continuously monitoring the cultural landscape, flexing and fact-checking our creative output to ensure the tone remains perfect for the times.
