Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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Designer eyewear with 20/20 brand vision

When legendary designer and global lifestyle brand Cynthia Rowley wanted to expand her stylish empire into the eyewear space, she came to us. Cynthia’s brand was built on the philosophy that fashion should be an adventure, and she believed that eyewear should be no different. “Fashion is always changing so there’s no reason why your eyewear should stay the same,” explained Rowley.

As the creative visionary behind the brand, Cynthia challenged us to translate her confident, fashion-forward attitude into brand design and storytelling that would capture customers’ attention. In addition to launching a full range of frames, there would be a standalone e-commerce site, which was expected to add complexity to the brand experience.

Beyond positioning this brand to connect with customers, we also sought to position eyewear as a trend-driven, outfit-making accessory to be collected and curated. We crafted the brand’s name, signature tongue-in-cheek messaging and stylish visual identity to elevate the online experience, which featured a full backend optometry lab integration. Rowley Eyewear enjoyed a successful launch, and we like to think that we played a part in helping people see glasses as accessories, as much as they are vision correction.


What We Did

Brand Strategy, Brand Positioning, Brand Messaging, Visual ID, Design System, Brand Consulting, Brand Naming, Brand Experience, Brand Marketing, Website Design, and Campaign Execution