Ascendis Partner and PENCILZ Founder, Yann Berube, talks about working with Jake Paul’s team, and launching @GetW 's digital experience, from design to development.

W,  is a men’s personal care brand designed to motivate guys to go for the win.

In light of the fight on Friday, Netflix doc and continued interest in @jake paul and everything he does, we caught up with Yann over Slack on Friday afternoon to ask him about his experience working with the Creator, Boxer and Investor and his team.

Let’s dive right in, where did the design inspiration come from?

We didn’t need to look for inspiration, we used the brand guidelines developed by Matt and his team. The flexible brand system was deep enough to allow us to translate it into a digital environment and clear enough to provide direction, allowing us to maintain and build off the look and feel expressed throughout the campaign's executions

Why did you choose this ‘card’ layout for the design?

We went with a card layout because it's super user-friendly on both mobile and desktop.

It’s simple, keeps storytelling connected, making it perfect for rolling out W's stories regularly.

It just made sense for the kind of engaging, ongoing narrative we wanted to create.

Get W Website

You ended up building on Shopify, what made it the right choice for W?

Shopify was a clear choice for us because of its ease of use, affordability, and the ability to integrate features quickly. We needed a platform that could keep up with our pace, and Shopify allowed us to launch swiftly and efficiently without sacrificing quality.

Speed was essential, and Shopify delivered.

How did you connect with Jake Paul’s team?

Woodie , Co-CEO, and I were introduced by a mutual friend. It almost always begins with a referral for us, friends, colleagues and clients have good things to say about our work and that makes a huge difference.

Woodie and Jake (Credit: Get W)

What was it like working with Jake Paul’s team?

Working together was effortless—they brought a lot of creativity to the project, making the process enjoyable and productive.

To give you a sense of the speed at which we worked at - it took us 6 weeks from our first discussions to launch.

We had a couple meetings with the team. I designed something over the weekend.

They approved it on a Monday and we went straight into development.

So yeah, energy!

What choices are Creator-Led Brands making that you find either interesting or surprising?

Going wholesale first. For example W is launching with an exclusive partner (Walmart)

That's probably the most interesting thing I'm seeing these days with creator-led brands. vs. going direct and the DTC wave from a few years back.

Where can we find out more and where can we get W?

Follow us here and follow @GetW for updates, now available exclusively at Walmart (US only, for now) and Walmart.com