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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Re-Branding the Future of Public Transportation

Backed by Google CEO Eric Schmidt’s Innovation Endeavors and Reliance Industries, India’s largest private corporation, SkyTran is a revolutionary personal rapid transportation system decades in the making. Propelled by breakthrough magnetic levitation technology, SkyTran is developing an on-demand network of levitating vehicles designed to end commuter congestion and transform the cities of tomorrow.

Through competitive market analysis, positioning strategy, and collaborative workshops with the SkyTran leadership team, we developed a brand messaging hierarchy to speak to transportation authorities and municipalities that underscores the key value components of this emerging technology: the end of traffic, equitable access to mobility, and the beautification of the modern cityscape.

We transformed SkyTran’s logo, color palette, and typography to reflect the present state of the brand’s evolution and inject it with a feeling of precision and modernity. We brought Bose Collins into the project as a visual design partner and collaborated to create beautiful 3D renderings of the proposed skytran system and its key components, giving our marketing materials an awe-inspiring visual representation to sell in the big picture vision.


What We Did

Brand Strategy, Visual ID, Messaging, Naming, Marketing Design, Website Design and Build, Illustration, and Brand Consulting