Y-3: giving a brand a home briefing: Expand Y-3’s media presence to the internet, build image, and involve users with the brand and its products. Establish Y-3 in the style-driven premium urban wear market. Concept Visionary and unique. Aesthetic and dynamic. These are the attributes of fashion brand Y-3, a collaboration between adidas and the famous Japanese designer Yohji Yamamoto. Its website exactly mirrors this blend: kaleidoscopic images create a sophisticated, flowing composition of urban and aesthetic elements. This reflects Y-3’s personality and familiarises users with the brand’s appeal. This site symbolizes Neue Digitale’s definition of strategic and creative e-branding: a consequent portrayal of a brand’s identity on the internet - giving Y-3 a home, significance, and feel.