Work
Levoit, the number one selling brand of air purifiers in the US, introduced a new series of purifiers and humidifiers tailored for ultimate clean air for babies in early 2025. The challenge not only was: “how can we compete against existing, cheap competitors?”, but also “how can we position at the top of a baby registry list with the big three: crib, stroller, car seat?” BAM BAM delivered a unique positioning to activate and defend, based on one single truth: when baby’s airways suffer, everyone suffers. The creative services was briefed and the assets deployed across various touchpoint to create an integrated campaign with one single message: “Every good day starts with ‘goodnight’”.
We created a sub-brand for the World’s most disruptive brand: Liquid Death. We all know LD by now. They’ve become the standard for category disruption using brand strategy, ultra fast iteration, and a “no-prisoners” creative approach. The output: A-Camp, a retreat aimed at turning young entitled boys into emotionally available men. *Part of a Masterclass project.
Color Culture, a new player in the premium merch value chain, needed a loud launch. But first, they needed clarity on their position and value proposition. What makes us different and why? How do we express it in a way that cuts through the noise and showcases our offering in a premium light? After a few workshops–in association with their official partner Verbatim–we delivered a comprehensive brand operating system. That system would not only help leadership gain clarity on how to express their vision, but also how to launch with a bang once the resources were there.
MillerKnoll’s Senior Director of Global Brand Marketing needed a fresh take on how to outmaneuver their growing competition. The brief: … with 100+ years of heritage in workplace, home space, and lifestyle furniture design [...], MillerKnoll is a next-level something special. Despite their strengths, MillerKnoll still faces some challenges: (1) How to better sell premium-priced DESIGN, not just “furniture”? (2) How to better sell against lower-quality, lower-priced copycats? We did this and then some… (1) Uncovered a dangerous cultural trend for the future of their business: younger generations don’t care about MK’s product as much as MK thinks. (2) Blazed a trail to further creative and strategic thinking. (3) Designed an uncopyable advantage.
As a specialized performance tracking app, how do you cut through the noise of health tracking wearables big providers? One of the main goal for this positioning work was to unify two executive teams: OWN IT and Max One, their parent company. On top of that, our collaboration (1) strengthened the partnership between the two teams. (2) Achieved internal alignment on brand’s place on the market. (3) Provided clarity for creative work moving forward. The simple brief that aligned everyone: get college coaches who hate phones for stealing focus away from their athletes to leverage their athlete’s tech addiction by showing them that OWN IT gamifies their performance and health tracking habits.
As a new entrant in the fields of the Internet of Things and Computer Numerical Control, how can you fight off legacy thinking? We ran 4C research (Consumer, Company, Category, Culture), led workshops, and delivered a strategy package to reach a single truth and focus for xyndata’s growing team, including (1) their sweet spot for growth, at the intersection of their market differentiation, their customer needs, and their company’s authenticity, (2) a customer blueprint for the right audience fit, (3) a refreshed brand identity with key messages, tone, values, and enemies, (4) a tactical plan for a faster go-to-market execution.
We work with big and small who need focus to cut through the noise. Are you next?
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