In the first chapter of their business, Headspace successfully brought mediation into the mainstream. As they approached their 10-year mark, they set their ambitions beyond meditation to launch a new product focusing on mindfulness and mental health.
With a deeply human-centric approach, we developed an evolved brand positioning that defined the role Headspace plays in users' lives while also establishing them as a leader in the cultural conversation surrounding mental health. A corresponding set of user personas and communications framework helped teams across the organization translate the brand into specific, yet meaningful, messaging.
As unprecedented circumstances accelerated the growth of online grocery shopping, Instacart’s business was booming — but the brand lagged behind. And as the category continued to compete on price and pace, they knew earning customer loyalty would require more.
Taking into account their full ecosystem of audiences from shoppers to users to retailers, we developed a brand purpose that defined what Instacart stood for beyond delivering groceries to the door. By tapping into the emotional experience of food at home, the new brand purpose helped Instacart develop standout campaigns and become a beloved category leader.
As the “clean revolution” swept the entire industry, Sephora’s shelves were cluttered with many of the leading clean beauty brands. But with a premium price point and a sophisticated stance, they realized these offerings were out of reach for many of their younger shoppers. Sephora set out to solve this.
By launching a Sephora product line specifically tailored to Gen Z shoppers we built an accessible clean beauty brand that stood out among luxury competitors. Grounded in consumer insights, this work included brand name, tone, personality, and thoughtful innovation concepts to deliver what new clean beauty shoppers want and need the most.
By putting private drivers at your fingers tips, the magic of Uber’s early days centered around being a luxury life hack. But as the business swam downstream to capture everyday commuters and taxi riders, their original premium product had lost its way. With the everyday market conquered, they returned their sights to competing in the highly lucrative livery category.
To become a formable competitor in premium car service we conducted robust international qualitative research with drivers and riders alike. Identifying the nuances of luxury spending behaviors allowed us to create a new value proposition and innovation concepts that redefined their signature Uber Black service.
In the first chapter of their success, Everlane proved that doing good can build a strong business and a compelling brand. Originally grounded in transparency, their passion to make an impact led them down many roads from workers' rights to sustainable materials — eroding their focus along the way. And as responsible fashion started to explode, they found themselves at risk of getting lost in the crowd.
To re-establish themselves as a leader, we developed a clear and culturally compelling purpose that positioned the brand to lead the category - and consumers – into a better future. Accompanying target audience personas also helped bring the customer to life across product, marketing, and communications.
While many of their original competitors have waned and disappeared over the years, American Eagle had continued to thrive. Their enduring success was largely due to the long-term loyalty of their female shoppers. However, when it came to their male customers, they faced a unique challenge in keeping their interest after high school years — significantly limiting the growth of their menswear business.
To win with both younger and older male customers we conducted in-depth research with both audience segments and synthesized learnings into editorial-style personas. By identifying the unique needs and desires of each age group, these personas informed product and marketing strategies.