Brand Strategy

When Airbnb approached us, the brand had outgrown its original identity and it became immediatley apparent that Airbnb’s line of ‘a place to stay’ was selling it short. Immersion into all things Airbnb – from its San Francisco headquarters to homes in 18 metro cities and villages around the world – revealed that our inklings were right: Airbnb is all about people and not about the places at all.

The passion of its founders and the love and generosity of people around the world was changing the culture of travel with places and personal experiences unlike any other. This led to positioning of 'Belong Anywhere' as Airbnb’s truth and its differentiator.

The Orangetheory workout was created to increase metabolic rate and burn more fat. But after spending time with dozens of members, coaches, and employees, we saw the magic of Orangetheory was in helping all fitness levels feel better, for longer.

So we refocused the brand’s positioning: Orangetheory is the antidote to today’s expensive, exclusive and exhausting fitness landscape — a brand designed to energize everyone.

Beginning in 2023, we spent months embedded with the organization, working with senior leaders, and engaging with teams behind the activist, research, fundraising, investment and developer efforts. The goal was to distil Mozilla’s manifesto for new tech-conscious audiences, and reposition the company as bigger than the browser it was famous for.

We distilled a clear articulation for their cause: Reclaim the internet. And built out the platform that defined Mozilla’s role in helping people take back control of how the web shapes their lives.This strategy became the foundation for the incredible brand identity created by our friends at jkr, designed to mobilise everyone from policymakers to grassroots activists to everyday internet users.