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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Working Out Design for a Home Fitness Lifestyle App

Early-stage startup, Fitolio, tapped us to tone their lifestyle and fitness app that connects customers with trainers, coaches and wellness content. A platform for wellness creators looking to build a fanbase to monetize their brands, Fitolio crunches the core management and logistics so these creators can focus on delivering premium content and grow their audiences.

After strategically aligning around our key message of “Let’s Get Live,” the Fitolio app needed a memorable icon for the brand to flex into and use for their fitness coins. We created a simple, yet dynamic, symbol that represents a person in motion across a number of exercise postures.

We used a typeface optimized for onscreen viewing, and selected a bright palette with gradients in proactive orange and energizing teal to pump the whole set into mind/body/brand harmony.


What We Did

Brand Strategy, Brand Messaging, Visual ID, Design System, Brand Consulting, Website Design, and Campaign Execution