Brand Strategy & Positioning

Discovery and research exploring the founder’s experiences, beliefs, ambitions, and methods, and the brand’s niche and market, looking for patterns, opportunities, and market gaps.

- Market and Niche

- Competitor Research

- Emerging Opportunities

An exploration of the brand’s audience and their needs, motivations, values, objections, and pain points. Combined with research and discovery, we define how the brand should be interpreted for its audience.

- Audience Demographics and Psychographics

- Brand Purpose, Mission, Values, and Philosophy

- Differentiators and Unique Value

- Positioning and Relevance

Drawing from archetypes and storytelling principles, we build the brand’s personality, perspective and point of view, and define the audience’s place within the story, building narratives that help customers identify themselves in and deeply connect with the brand.

- Narrative Structure

- Brand Archetypes

- Storytelling Principles

- Audience Journey and Connection Points

- Editorial Direction and Thought Leadership

We begin to define how to express the brand’s strategy through its visual identity and art direction, ready to build on in the brand design stage. From imagery to materiality and sensory associations, we establish a world that communicates the brand’s position, differentiators, and narrative.

- Emotional Connection Through Design

- Sensory and Tactile Associations

- Brand Expression in Physical & Digital Environments

- Language and Voice

- Thought Leadership and Content Pillars

With a curatorial approach, we define how the brand will be encountered across touch points, and plan the client journey through the booking or purchase process.

- Client Journey

- Brand Touch Points

- Digital Brand Experience

- In-person Brand Experience

Approaching brands through curation, considering context, interpretation, and experience.

Exploring brand markets and audiences, for a deep understanding of context and position.

With sensitivity to feeling, we create brands that tap into universal storytelling principles, brand archetypes, and human connection.

Experiences that invite audiences to step into the world of the brand through narrative, immersion, and sensory design.