Clarifying a Legacy Brand for a Modern, Competitive Market

The Challenge:

• Legacy brand with a voice that hadn’t evolved alongside its audience

• Inconsistent tone, visuals, and messaging across teams and platforms

• Lack of clarity around who the brand was speaking to—and how

• Fragmented creative efforts leading to diluted brand impact

Strategy:

• Created a 75-page brand guide aligning tone, voice, and design across teams

• Defined target audiences and mapped brand storytelling to their mindset and goals

• Translated performance data and product specs into clear, compelling narratives

• Unified cross-functional teams under a single creative direction and toolkit

The Results:

• Created brand clarity and consistency across teams and customer touchpoints

• Strengthened internal alignment and improved execution across channels

• Delivered a scalable brand system designed to evolve with market needs