Case Studies

Happier

Rebranding meditation to meet people where they are

  • After the unexpected departure of a co-founder, Ten Percent Happier needed a new name and brand that preserved the 10 years of equity they’d built while reaching into new audiences and a customer base that had evolved.

  • Audience research and interviews revealed our existing and potential audience were no longer skeptical of meditation but didn’t feel confident that they could do it.

  • Holistic brand evolution inclusive of naming, website evolution, app redesign, CRM & social. Our approach was to offer a calming yet confident brand world with playful, engaging moments that brought meditation down to earth and made it real and attainable.

Dipsea

Empowering women to explore their sensuality

  • Dipsea, an early leader in the female erotica space, had a replicated identity that had lost its "why"—the brand lacked the sensuality and intimacy of its mission.

  • We focused on removing the taboos and stigmas around erotic content and instead empowering women to better understand their bodies and themselves through a wellness focused lens.

  • Holistic rebrand of the Dipsea brand work, centered around its web experience. The brand experienced a return to growth and was acquired in 2024.

SoNSIE

Building a brand for acquisition

  • Sskincare start-up had a name, an influential founder, and a strong aesthetic; but lacked a cohesive brand identity.

  • It’s always about more than skincare. We mapped the brand against trends towards reduced consumption and mindfulness to offer a brand world that was minimal, mindful and still highly aspirational.

  • We created an identity that reflected an ethos of mindful minimalism. From the brand voice to the digital experience, each touchpoint was designed to feel intentional yet aspirational. The brand was acquired by Pamela Anderson in 2024.

Macy’s

Innovating a legacy brand

  • Macy’s was experiencing a decline in relevance and needed a living lab where it could test new concepts, ideas, and strategies across its brand experience.

  • The company scale prevented nimble tests and while there was innovation in specific categories and businesses, it was difficult to test strategies within the large format stores.

  • Launch of The Market by Macy’s, a 20,000-square-foot “flexible retail store format” in Southlake Town Square, Texas. Delivered new brand along with two private label shop-in-shops, Herald’s Cafe + Getchel’s Apothecary.

Tia

Women’s health reimagined

  • At its launch, Tia was a bold and unexpected brand in the healthcare space. But, as it expanded and grew, there was a need to mature its expression and add trust and credibility to the brand experience.

  • Studies showed that women were more likely to be misdiagnosed and have their symptoms ignored or downplayed. This gender disparity across healthcare created the foundation for our brand—healthcare that listened to women.

  • Holistic redesign and rollout of Tia’s brand systen. The expression brought together all of the complexities of women: strong yet soft, structured fonts yet rounded edges. Tia now operates nine clinics in four markets and serves 40,000 members.

FIG (app + Platform)

Disrupting dietary restrictions

  • For millions with dietary restrictions, what you can't eat becomes part of your identity. Fig (app + platform) was built to give those folks a new lens on life yet its existing brand world felt near-sighted.

  • We bought together research into them mindsets of needs of people with dietary restrictions with current trends and social listening to uncover that dietary restrictions made eating feeling impossible. We positioned Fig as a return to possibility, shifting from “can’t” to “can” with a single swipe.

  • We wanted to amplify their mission of making life easier with a welcoming brand identity and a simple, efficient digital presence that captures the humanity and delight of eating. In the 4 months since our launch of the Fig brand, they’ve onboarded over 200,000 new users and experienced 90% growth month over month.