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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Startup Branding: Precision Design for a Digital Wishlist App

Monorail is a fintech company that helps people budget and save for the things they want. By connecting your shopping wishlist with a bank account and offering savings solutions, all you have to do is tell Monorail what you want, and they’ll let you know when you have the green light to make the purchase.

We took Monorail into its design phase, building on the work of Want Branding, who led naming and strategy. We wanted to create an icon to communicate a sense of motion, of setting oneself on a path to bring desire into reality. Inspired by the infinity symbol, we tweaked its curvature to express an “M” shape, and give it three dimensions. Our clean and simply modern visual aesthetic was designed to make storytelling easy, and echo the brand’s promise of effortless integration. Providing a bright platform for product introduction and education, we set Monorail on track to share their technology with the world.

Visual ID, app design, UX design.