refind
Define, create, and build a strong, recognizable brand for Refind, a new wellbeing startup serving tech workers struggling with occupational burnout
Services
Audience definition
Brand strategy
Business design
Brand design
Go-to-market strategy
The Ask
Refind is a new venture that provides a comprehensive burnout recovery program for high-achieving professionals. They asked us to help them define their strategic vision, articulate their brand identity, and create a solid go-to-market strategy and product roadmap. We decided to help get them from zero to one through facilitating a multi-tiered workshop series and translating their ideas into measurable outputs, including brand strategy, identity development, and marketing communications design.
Our Approach
We decided it would be best to meet with the founders in person, which would allow us to capture the subtleties and nuances of inspiration and ideas and tease out the core of their mission and vision. We recommended a week-long leadership offsite where we would ideate on brand vision and long-term business goals, then narrow down into a concrete roadmap and go-to-market strategy.
We helped the founders through an exercise to imagine the lifetime of their brand. They aligned around a set of value pillars and developed a mission statement, then an audience brainstorm, which THEFT leveraged to create a proto-persona to help anchor the team. We then explored their brand personality and the competitive landscape.
THEFT created a holistic user journey map and user stories to help tackle their pain points and roadblocks. We then distilled themes into a prioritization timeline and product roadmap, and helped Refind transform their goals into a concrete go-to-market strategy.
Deliverables
THEFT provided Refind with their first-ever offsite workshop experience, which helped align the team on their vision and uncover any disparate expectations they had early on. We developed a brand strategy and provided messaging maps and a fully-fledged brand kit. We created a user persona, flows, and journey, and delivered an MVP of their website design.
The Impact
Refind now has all the tools they need to elevate their unique positioning and launch a program that will resonate with their audiences. We developed a unique brand identity and messaging strategy that will differentiate their brand in the marketplace and help them achieve their business goals. Their website and course launched in early 2023 and we look forward to supporting them through different stages of growth as they test and build upon their current offering.