CONSUMER BRANDS
Brand strategy for the midlife market.
Youur customers aren't slowing down. Neither should your brand.
Helping lifestyle, CPG, home and wellness brands understand the 45+ consumer, then build the positioning, products and campaigns that reach them with respect, not stereotypes.
Where you are
Built for where you are, and where you're going.
From first idea to established favorite, strategy that fits your company today and grows with it.
Ideating & Start-up
Building from the ground up.
You have an idea or an early-stage company. Getting clear on who it's for, what makes it different and how to launch it with confidence.
- Market and audience insight
- Positioning, naming and identity
- Launch plan
Emerging & Growth
Ready for what's next.
You have traction and momentum. Sharpening your positioning, reaching more of the right customers and building a brand that can scale with you.
- Audience research and personas
- Messaging and brand architecture
- Campaigns and partnerships
Legacy
Established and evolving.
You have history, trust and loyal customers. Evolving your brand for today's consumer without losing what made it great.
- Brand audit and repositioning
- Brand refresh
- Products and campaigns for the 45+ customer
How it works
From insight to impact
Four stages, each building on the last. Start where you are.
Direction
Most start here
Where is the opportunity, and what does your brand stand for?
- Market & competitive audit
- 45+ opportunity mapping
- Purpose, vision & values
Distinction
Who is your customer now, and why should they choose you?
- Audience research & personas
- Positioning & value proposition
- Messaging architecture
Expression
How should your brand look, sound and show up?
- Visual direction & identity
- Tone & voice
- Packaging, website & campaign direction
Momentum
How do you launch, and keep it going?
- Launch strategy & product launches
- Content, digital & social
- Activations, events & partnerships
Rooted in your values · See everything included in How I Work
Markets we serve
Brands that enrich midlife and beyond
Deep experience across the categories where the 45+ consumer lives, works, shops and plays.
Consumer Products & Retail
Personal & Professional Development
Sustainable Living & Tech
Healthy Lifestyles & Wellness
Social Impact & Advocacy
Travel, Leisure & Hospitality
Ways to work together
Meeting you where you are
A single stage
A focused project to solve one challenge, like finding your 45+ opportunity or sharpening your positioning.
Full brand strategy
All four stages, from insight to launch. One engagement, one plan.
Alignment workshops
Sessions that bring your team together around your brand, your values and your customer, so everyone is building in the same direction and your culture reflects the brand from the inside out.
Strategic advisory
Ongoing guidance as you build, launch and grow. A senior partner, on call.
Building culture and leadership across your organization? See Leadership & Culture →
Let's build together.
Start with a conversation about where your brand is today and where it can go next.