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 Strategy: 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.
Deliverables: Logo, identity, strategic narrative, messaging
