Brand strategy

Client Overview: House of Soil is a pioneering brand at the intersection of soil science and regenerative fashion. Led by world-renowned soil scientist Anna Paltseva, the brand is on a mission to educate and inspire the fashion industry to embrace sustainable practices that rejuvenate the planet.

‍Challenges: Anna came to Novel with a clear vision but struggled to express her company’s unique value proposition. Her challenge was twofold: communicate effectively to a broad audience and stand out in a market saturated with environmental messaging.

‍Our Approach: Through our immersive working sessions, we quickly identified that the narrative needed to transcend the typical doom-and-gloom messaging of environmental campaigns. Instead, we positioned Anna’s story around the positive transformation happening in the fashion industry—a shift from depletion to rejuvenation.

‍The Strategic Narrative: We crafted a narrative that didn’t just highlight the problems but also showcased the ongoing efforts of fashion brands to replenish the soil where they source their textiles. This fresh perspective allowed Anna to position herself not just as another voice in the sustainability conversation but as a leader in a movement of change.

‍Impact: The new narrative provided House of Soil with an elevated positioning within the education category, enabling Anna to communicate her vision clearly and compellingly across various platforms. Since our engagement, she has secured numerous high-profile speaking engagements, solidifying her authority and expanding her influence in the industry.

Client Overview: We Hate Exercise is a health app designed to help Cystic Fibrosis (CF) patients stay active and manage their condition through tailored exercise routines.

‍Challenges: The Founder, Sam, was initially uncertain about her target audience, attempting to appeal to a broad demographic. This lack of focus diluted her messaging and made it difficult to stand out in the crowded wellness market.

‍Our Approach: We guided Sam through a strategic decision-making process, helping her narrow down her target audience to focus specifically on CF patients. This clarity in direction was the turning point that allowed us to craft a narrative that directly addressed the unique challenges faced by this community.

‍The Strategic Narrative: We positioned We Hate Exercise as the go-to solution for the “Treatment Gap”—a critical yet under-discussed aspect of managing CF. By zeroing in on this niche, we differentiated the app from other wellness solutions, giving it a distinct and powerful voice in the marketplace.

‍Impact: The refined narrative lifted We Hate Exercise out of the crowded wellness app space and established it in a category of its own. This focused approach not only resonated with CF patients but also positioned Sam as a thought leader in a highly specialized field, driving engagement and setting the stage for future growth.