The Identity Lab
The Identity Lab is where we do the work branding depends on, before tactics, messaging, or marketing.
Here, we dig in to your business, mission, or expertise — the assumptions, language, and positioning around it. Here, we refine it through focused, one-on-one collaborative work. We test ideas together, explore alternatives, and roll-up our sleeves to do the work that turns expertise into a a market-ready brand.
What You Walk Away With
You’ll leave with a strategic brand portfolio — the key pieces you can use right away to reset how your work is understood, evaluated, and sold:
- A clear business-ready description of what you do
A cut and paste strategic narrative — a brand story you can use in marketing, sales conversations, proposals, pitches, job searches and partnerships. - A set of key brand messages for use across social media posts, profiles, and outreach.
- The ability to build a strategic, mission-driven case for support.
- Positioning built for press, public narratives, and external audiences
Recent Work in the Identity Lab
From Academic Intellectual to Recognized Cultural Authority
A distinguished scholar needed to reframe her work beyond academic settings in order to expand its breadth, depth, and relevance outside of academia. We worked to clarify the center of her thinking, sharpen the language she used to claim her intellectual ground, and build a public-facing narrative she could use confidently across speaking, media, and book contexts.
A Strategic Reset for a Successful Firm
A professional services firm with years of experience found that her work was being described in ways that sounded competent — but not distinctive. In the Lab, we clarified what people were actually buying, stripped away interchangeable language, and built a value proposition that clearly separated her from others in her field.
A Clear Identity at a Critical Moment
An award-winning regional arts organization facing a leaderdship change, found itself struggling in a competitive funding environment. We clarified the underlying vision of the organization, rebuilt how its work was framed, and created a strategic case that gave funders and partners a clear reason to fund them.
