In 2013, SB\Design, under the creative direction of Sandro Bianco, was invited to redesign the visual identity and develop the first website of Tip Toey Joey, a Brazilian children's footwear brand internationally recognized for its innovative approach to developing the first shoes for babies. Founded by Ana Cláudia McInerney and Scott McInerney, the company emerged from a combination of the shoemaking tradition of Franca, São Paulo, and a global vision of design and business. Ana Cláudia, an advertising professional and creative practitioner, met Scott during a period of studies in London. After the birth of their first daughter, Sofia, both realized the difficulty of finding a shoe that respected the natural development of a baby's feet. From this experience, Scott artisanally developed the brand's first prototype, while Ana Cláudia structured its positioning strategy, communication, and international expansion. This union of product design, branding, and entrepreneurial vision transformed a solution created at home into one of Brazil's most respected brands in the premium children's footwear segment, now present in several countries around the world.
The project developed by SB\Design went far beyond a logo redesign. Working directly with Ana Cláudia and Scott McInerney throughout all stages of the creative process, Sandro Bianco developed a comprehensive branding system prepared to support the company's international expansion. The work included refinement of the visual identity, evolution of the symbol, typographic studies, brand architecture, graphic language, icons, institutional materials, packaging prototypes, tags, shopping bags, point-of-sale materials, and a broad range of applications that formed a consistent and scalable visual system. In parallel, SB\Design conceived and developed Tip Toey Joey's first website and e-commerce experience, structuring a digital platform that presented the brand's philosophy, product differentials, and its story in an emotional, intuitive, and highly functional manner. Created in 2013, the project was conceived from the outset to serve different international markets and served as the foundation for the company's digital operations in various countries.
Another important component of the project was the integration between branding, digital experience, and audiovisual content. While SB\Design developed the entire visual identity strategy and brand digital experience, the production of the institutional film was undertaken by HardCuore, a Rio de Janeiro agency specialized in branding, design, and audiovisual production. This collaboration made it possible to build a consistent narrative across all brand touchpoints, uniting design, photography, video, and digital environment in a unique experience. More than a decade later, Tip Toey Joey continues to expand its international operations and remains one of Brazil's most recognized brands in the premium children's footwear segment. The project exemplifies SB\Design's ability to develop complete identity systems that unite branding, graphic design, digital experience, and business strategy, reinforcing Sandro Bianco's work in building brands prepared to compete globally and remain relevant over time.
