Prophet

CASE STUDY

esoupkitchen

Let’s eat together: building a global brand strategy for everyday giving 

Challenge

esoupkitchen is a global donation app built on a simple idea: no one should go hungry. The organization aimed to move beyond oneoff donations to create a sustained culture of everyday giving that connects people across borders through shared purpose. 

While the mission was clear, the brand lacked a strong narrative to consistently communicate its value and impact. The proposition was unevenly expressed across stakeholders, resulting in a fragmented understanding of the platform. In addition, esoupkitchen needed a structured go-to-market plan to drive awareness and support ongoing engagement. 

Solution

Prophet partnered with esoupkitchen to strengthen its digital presence and create a brand experience designed to encourage repeat giving. Together, we defined a clear brand narrative built around “Let’s eat together,” positioning nourishment as a shared, human connection. 

We then established a clear value proposition, articulating the mutual benefits for target donors (Gen Z), NGOs and vendors, grounded in research that sheds light on the nuances of Gen Z’s giving habits. This framework brought clarity to how esoupkitchen creates value across its ecosystem. 

Finally, we translated strategy into action through a phased go–to-market plan, supported by campaign concepts and practical activation ideas to drive awareness and sustained engagement with key audiences over time. 

Results

Our partnership supported esoupkitchen’s evolution from an early-stage donation platform into a more connected, trust driven brand. The messaging developed through the project is already being used to engage donors globally and has been activated on the ground in locations including Jordan, Zimbabwe, and Gaza, helping raise awareness of esoupkitchen among communities it serves. 

CASE STUDY

Cass

Building an iconic leader in the Korean beer category

Challenge

Cass has been the leader in the Korean beer market for nearly three decades. However, as consumer preferences change and new competitors enter the market, the Oriental Brewery (a subsidiary of AB InBev) leadership team recognized that the brand needed a holistic revamp to regain its leadership position. They turned to Prophet for help to chart a new path to growth for the brand and business. 

Solution

We first conducted a holistic diagnosis to understand the strengths, weaknesses, opportunities, and threats to the Cass brand. To build a complete 360 view, a rigorous approach was taken — analysis of existing data, interviews with key stakeholders to gather perspectives and hypotheses around performance, best-practice benchmarking and primary research with Korean consumers to better understand their attitudes and behaviors towards the beer category and beer brands.

Findings from this diagnosis served as key inputs for our co-creation workshop, where a set of critical brand ‘must-wins’ was developed in collaboration with a cross-functional group of stakeholders. These ‘must-wins’ aimed to identify key areas for strengthening the brand, including communications, visual identity and brand activation. Must-win charters were then developed, assigning workstream owners, KPIs, and critical timelines.

As teams made progress, we created a cohesive consumer brand and product proposition that unified all key elements of the brand, leading to a successful launch of the Cass brand.

Once the new Cass was launched, we implemented a brand guardianship process. This ensured continued progress against the “must-wins” through a regular cadence of interactions. Brand guardianship helped uncover key gaps as well as new opportunities to drive growth for the brand. It provided valuable insights for leadership, helping them prioritize activities, investments, and resources. Overall, the guardianship process fostered discipline, accountability, and open dialogue around growth and performance.

Results

Cass currently holds the number one position in the Korean beer market, with a significant market share over its competitors. The brand must-wins became a cornerstone of Cass’ planning, and the brand achieved historic results across key metrics.

Impact

50+%

total market share reached

“Prophet’s partnership approach has made them feel like part of the Cass team from day one. They helped up navigate complexity with clarity, acting as a trusted co-pilot as we continue to reinforce Cass’ position as Korea’s leading beer.”

Alexander Lambrecht
Head of Marketing East Asia, AB InBev

CASE STUDY

Hanmac

Strengthening the portfolio through brand creation and innovation

Challenge

Oriental Brewery (a subsidiary of AB InBev) has held a dominant position in the Korean beer market for the past two decades. However, the emergence of new competitors reshaped category norms and elevated consumer expectations, the leadership team recognized that a secondary beer brand was needed in the portfolio to maintain market leadership and defend against growing competitive threats. AB InBev turned to Prophet to help create the beer brand – Hanmac.

Solution

Addressing this challenge required a deeply collaborative effort across brand, marketing, sales, consumer insights, innovation and R&D teams. We began by immersing in unique consumer, cultural, and category insights through a combination of in-depth internal reviews and external market analysis. We identified a unique space in the market – the desire for a Korean-style lager that honors traditional beer cues, celebrates Korean pride while delivering a more contemporary experience.

These learnings were brought into a co-creation workshop, where key stakeholders from across the business came together to review insights, prioritize brand territories, generate ideas, and develop brand concepts. A variety of new brand concepts were developed which included naming, positioning, liquid, claims and packaging; these were further tested with consumers.

After establishing the winning concept, we worked with AB InBev’s cross-functional teams, helping to craft the full proposition for Hanmac – from brand positioning and product development to advising on packaging design, testing protocols and go-to-market strategy. Once launched, Prophet continued to play brand guardian role to ensure that the Hanmac brand continued win share and experience growth in the market.

Results

Hanmac launched as AB InBev Korea’s second core beer brand and quickly gained traction in the market, ranking among the highest-performing concepts ever tested—a strong signal of consumer resonance in a competitive category. Hanmac is establishing a complementary proposition within the broader portfolio, delivering double-digit growth and strengthening its key brand image attributes.

The Hanmac launch has not only rebalanced the portfolio but also reaffirmed AB InBev’s ability to lead the market through portfolio strategy and innovation. 

“Prophet has been more than just a strategic partner—they’ve served as a guiding force in shaping a disciplined, fast-growing brand. Their collaborative spirit has helped us develop Hanmac the right way and position it for strong, sustained growth.”

Alexander Lambrecht
Head of Marketing East Asia, AB InBev

CASE STUDY

Marine Stewardship Council

Making choosing sustainability simple through an everyday awareness campaign

Challenge

Since its inception, the Marine Stewardship Council (MSC) has been on a global mission to end overfishing and secure our future seafood supply. Its blue fish ecolabel appears on tens of thousands of wild-caught seafood products worldwide, signifying they come from independently verified fisheries with environmentally sustainable fishing practices. With a focus on ocean health and accountability, the MSC has demonstrated unwavering dedication to its mission of protecting marine ecosystems for future generations.

Over the years, however, as the sustainability landscape grew increasingly crowded, the MSC faced a challenge: a noticeable change among its core consumer. This values-driven shopper was becoming more time-strapped while battling decision fatigue, skepticism around greenwashing, and an overwhelming flood of conflicting messaging. Common mental shortcuts that cue health and sustainability for protein—like ‘grass-fed’ and ‘cage-free—don’t exist in the seafood aisle, leaving shoppers to default to the fastest option rather than one more closely aligned with their values. MSC sought help from Prophet to reconnect with the conscious consumer and position their label as a relevant, trusted, and effortless solution in the seafood aisle.

Solution

To uncover the core drivers of today’s overwhelmed shopper, we embarked on a deep dive into consumer behavior. By conducting proprietary consumer research across the United States, we gained a profound understanding of MSC’s target audience and their evolving mindset. We identified a critical tension: consumers distrust vague sustainability claims but still deeply want their purchases to reflect their values.

From there, we explored the specific anxieties present in the seafood category. We learned that shoppers face unique challenges with seafood—heightened anxiety around safety, sourcing, and quality—with less familiarity of universal in-aisle heuristics to guide them. This lent valuable insights into the target audience and the unique role MSC should play in the aisle. The takeaway was clear: what today’s shopper needs is not more information, but a simple, no-regrets option.

Through strategic collaboration, we crafted a compelling creative platform that reflects the MSC’s credible heritage and what the organization needs to be in the future. We anchored this platform with a bold promise: “See the Label. Know You’re Good.” This repositioned the MSC blue fish from a complex environmental badge to an intuitive symbol akin to a green walk sign that allows shoppers to confirm their choice and move forward with total confidence.

We then distilled this strategy into a clear, market-ready activation plan driven by three core principles:

  • Meeting consumers where they are
  • Building small, reliable habits
  • Restoring a sense of purchasing control

With a refined creative concept, we translated the platform into a playbook for market activation. We served in an advisory capacity as the MSC and its partners developed final executions for a four-week integrated push. Spanning out-of-home advertising, in-store placements, and digital channels, this comprehensive rollout brought the strategy to life for the everyday shopper without relying on doom-and-gloom environmentalism.

Images and video provided by Marine Stewardship Council, in collaboration with Joel Pylypiw (art director), Nick Ghattas (photographer), Christina Frantzis (stylist) and Intersection.

Results

Armed with a research-grounded creative platform built to flex across global markets, the MSC successfully launched the “See the Label. Know You’re Good” campaign during Earth Month 2026. The organization activated the brand externally through an integrated, multi-channel rollout with leading outdoor media companies in the US and Canada, in major retailers like Loblaw, Empire, and Metro, and digital placements across Meta, YouTube, Instacart, and Spotify.

Furthermore, the MSC extended the campaign’s reach directly into trusted, community-level conversations through influencer partnerships with chefs and nutritionists. The MSC now possesses a reusable strategic asset to drive meaningful, ongoing consumer engagement far beyond a single campaign, effectively turning sustainability into an effortless everyday habit.

Meaningful impact happens when we align a clear vision with human behavior. By grounding our strategy in genuine consumer tensions, we gave MSC a platform that cuts through the noise, elevates brand relevance, and helps consumers shop confidently for certified sustainable seafood.

“We now have renewed clarity and understanding of our target consumer and how to reach them with a resonant message, shaping the direction of our consumer engagement campaigns moving forward. Prophet brought clear, actionable insights and creative that moved our brand forward, while still feeling like us.”

Kristen Stevens
Senior Marketing Manager, USA
Marine Stewardship Council

CASE STUDY

UBS

From integration to inspiration: how brand defined UBS’s new era

Challenge

When UBS acquired Credit Suisse in 2023, it marked the largest financial services merger in history and a pivotal moment for the industry. With over 100,000 employees and two storied institutions coming together, the challenge extended far beyond operational integration.  

UBS needed to define a new era of leadership and reintroduce itself to the world with clarity, unity and purpose. This was not simply about merging two entities; it was about reinventing the brand to drive long-term growth and cultural transformation. 

The merger represented a defining moment, an opportunity to redefine UBS’s identity on the global stage. The real potential lay not in integrating two legacy brands under one identity, but in leveraging brand as the engine behind cultural alignment, business transformation and long-term success. 

Solutions

To guide UBS through this pivotal transformation, it was essential to anchor the brand in a bold, unifying concept. The breakthrough came in the form of Craft – a refined and emotionally resonant idea that bridged UBS’s legacy with its leadership ambitions. It centered employees around a shared purpose while signaling clarity, confidence and innovation to the world. Craft also reinforced UBS’s reputation for trust and deep expertise, its commitment to long-standing client relationships and staying true to its Swiss heritage. 

Prophet worked closely with UBS across four core workstreams: 

  • Integration – Orchestrating the brand migration from Credit Suisse to UBS, from business cards and signage to dual-branded branches, ensuring clarity across more than 50 countries. 
  • Strategy – Refreshing UBS’s global brand positioning, divisional value propositions and employer brand.  
  • Transformation – Building a future-ready marketing function with combined teams, aligning global, divisional and local efforts around Prophet’s Uncommon Growth approach. 
  • Activation
    • Bringing “Banking is our Craft” to life, UBS’s first global brand campaign since 2016. Developed by Prophet and executed in partnership with Publicis, the campaign spotlighted UBS’s distinct values, reintroducing the brand to clients, prospects and investors worldwide.
    • We complemented this campaign with the UBS House of Craft experience platform, which features events in partnership with luxury brands such as Dior, IWC and Laurent Ferrier. And in parallel, developed the UBS Craftmakers series to showcase the stories, and craft, of high-profile figures including Formula One drivers and cultural icons Lewis Hamilton and George Russell, stylist June Ambrose, neon artist Chankalun and composer and maestro Long Yu.  

Results

UBS set out to reshape the industry through the largest merger in financial services history — and emerged stronger, with renewed purpose and momentum. Prophet partnered with UBS on a brand-led transformation powered by clarity of purpose and shared values, designed for long-term relevance. In 2025, UBS recognized this work with a Brand Excellence Award, marking another milestone in our 20+ year partnership driving operational success and Uncommon Growth. 

50

We successfully transitioned Credit Suisse brand assets across more than 50 countries

100K+

We defined a singular brand strategy that unites over 100,000 employees

2x

Our employer brand work was recently celebrated in two categories at the 2025 Employer Brand Management Awards in the Financial Services Sector and following a Merger or Acquisition

165M+

We launched UBS’s first unified global brand campaign, reaching over 165 million people in the first wave

“Craft isn’t just a theme — it’s the thread that connects everything we do. From Craftmakers to UBS House of Craft and Adventures in Craft, it all reflects one belief: excellence lives in the details.

For us, craft is how we build trust, spark ideas and show the world who UBS is.“


Andres Nicholls

Chief Creative Officer
Prophet

UBS House of Craft x Dior 

UBS House of Craft is a global platform that reimagines how UBS connects through culture, creativity and craft. In partnership with Dior, recent events in New York and Singapore celebrated the art of haute couture through an exclusive photo exhibition curated by Carine Roitfeld and Brigitte Niedermair, rare Dior couture pieces, a series of public talks by industry icons and live craft demonstrations from Dior Atelier artisans. 
 
Aligning Dior’s legacy of reinvention with UBS’s commitment to excellence, the collaboration created rare experiences for clients and sparked meaningful dialogue around the value of craft. 

UBS House of Craft presents Icons of Time 

An experiential exhibition celebrating the craft of watchmaking, created with Hodinkee and curated by founder Ben Clymer. Bringing together the world’s leading brands for the first time, the showcase highlighted innovation, excellence and craftsmanship through live demonstrations and talks from renowned watchmakers and collectors, inviting guests to discover the stories and innovations that have shaped modern horology. 

Result

UBS House of Craft has delivered both brand and business impact, reinforcing UBS’ position as a modern luxury leader and transforming how the brand shows up in the world.

100M

UBS House of Craft content has reached hundreds of millions of people on social media 

10K+

UBS House of Craft has attracted over 10,000 guests in 2025 alone, with events in 10 different cities

1000+

It has been covered in more than 1000 articles, on front pages and in media pick-ups in 2025 

UBS Craftmakers

We launched UBS Craftmakers, a content series sharing authentic stories from masters of craft and well as rising talent. Crafted in feel, UBS Craftmakers takes you deep into the mindset, rituals and ambition of these iconic individuals — from F1 World Champion Lewis Hamilton, to pioneering neon artist Chanklaun, award-winning costume designer June Ambrose and renowned Chinese conductor and artistic director Long Yu. 

Result

UBS Craftmakers has been some of the best performing content UBS has ever launched — with Lewis Hamilton’s film generating over 550,000 video views within 48 hours and 6.6 million social impressions. A recent episode featuring fashion designer Guo Pei and porcelain maker Master Tan won two Silver Dolphins at the Cannes Corporate Awards for its craftsmanship, vision and storytelling.

10M

Impressions for Craftmaker films on social media

550K

Lewis Hamilton’s Craftmaker film achieved over 550,000 video views within 48 hours

25X

George Russell’s Craftmaker film had 25x more views than any previous UBS Instagram reel

2

A recent episode featuring fashion designer Guo Pei and porcelain maker Master Tan won two Silver Dolphins at the Cannes Corporate Awards

CASE STUDY

HRS Group

Reinventing how businesses stay, work and pay 

Challenge

HRS’s roots stem from consumer travel. As a leading hotel portal in Germany and one of the top three in Europe, the iconic “Red Bed” has been synonymous for many years with great hotel deals. Aside from this, HRS built its name by catering to the evolving needs of the business-to-business (B2B) enterprise travel market, including being an early mover to offer travel management services for companies relocating their employees around the world. This enabled new revenue streams beyond sourcing hotel deals, including securing meeting spaces and supporting payment processes. HRS’s approach has always been to actively embrace technology, ensuring customers can conveniently access and manage their travel needs, from accommodation to meetings, through one seamless platform. 

Although these new services led to growth, the travel market was significantly affected during the COVID era. HRS took this opportunity to reflect on their business and brand, and to develop a new positioning that more effectively captures the vision and spirit of their organization. 

HRS approached Prophet to refresh the brand for their enterprise business and signal a new direction and focus. The company also wanted to demonstrate how it had transformed the travel management industry.

Solutions

We started by collaborating with the company’s leadership and brand team to define a compelling brand positioning and brand architecture. We shifted away from the existing positioning that focused on the technical aspects of the platform and instead, centered on simplicity and impact, outlining the benefits HRS delivers: ‘Stay, Work and Pay’.

Our work extended across the portfolio of HRS brands. We refreshed the brand and identity with the consumer arm, HRS for Travelers, and aligned it with the enterprise business. With Destination Solutions, the company’s holiday rental business, we sharpened the brand positioning and updated the visual identity. For HRS Group, the master brand, we carved out a clearer Employee Value Proposition and updated its visual identity. These projects led to updating the website design and the development of new marketing materials. 

Through this work, the principles of simplicity and impact became a connecting thread, uniting the organization in vision, expression and personality.


HRS for Enterprises

HRS is unique for its entrepreneurial spirit, and the 50-year-old company is known for thinking big, challenging the status quo, and urging the industry to do better. It’s this spirit that sets HRS apart from the competition. We reflected that commitment through a simple, straightforward tone of voice, with typography to match. 

Using HRS for Enterprise is easy for customers, helping large companies make data-driven decisions while choosing from the broadest range of places to stay and work around the globe. Powered by HRS’ payment solutions and tailored to client goals, HRS is pioneering a better way for business travel.

The new brand identity reflects the ease of use and bold positioning, highlighting HRS’s energy, simplicity and tech focus. The visual identity matches HRS’ new confidence, breaking through the crowded B2B travel industry. We also developed an updated Employee Value Proposition, to communicate the HRS story to employees and potential hires.

“Our transformation into a global technology platform did not start with products alone—it began with how we positioned ourselves. Establishing a strong narrative and a unified brand gave us the credibility and clarity to engage Fortune 500 clients at a new level.”

Tobias Ragge
CEO, HRS 

HRS for Travelers

Today, people know the importance of human connection and destination experience. The modern traveler wants a hassle-free way to stay, work and pay. We defined a photographic style that captures where business meets leisure.

The original brand identity still carried a lot of recognition in Germany, Austria and Switzerland but it needed to reframe the company’s tech story to appeal to consumers.

“The brand transformation project was about creating more than a new look—it was about building the base for scalable growth. By aligning brand, go-to-market, and sales from the start, we ensured that every future innovation had a clear story and a receptive market. That groundwork enabled the next chapters of adoption and expansion.”

Tobias Bittner
Vice President Marketing, HRS 

Destination Solutions for Holiday Rentals

Destination Solutions, HRS’ B2B holiday rental platform, creates a smarter way for hosts and property managers to maximize the performance of their rentals.

We helped define the brand positioning and crafted a new visual identity, highlighting how Destination Solutions helps its customers make hosting simple through a clean color palette and signature designs. 

HRS Group

We reimagined the identity of HRS Group, the umbrella brand uniting its diverse divisions. Grounded in the core principles of simplicity and impact, we ensured these values seamlessly connected every element of the brand. They are brought to life through the logo, typeface and color system. 

This consistent thread, woven through each positioning and identity initiative, creates cohesion across the organization’s vision, presence and essence. 

Results

HRS had a bold vision and were clear from the outset about their ambitions. Our partnership with HRS has reshaped how the company shows up in the market across their business, signaling a new direction and focus. From the narrative shared with customers and employees, to the way the brand is expressed through the website, social channels and events, HRS now communicates with greater clarity and consistency.

Building on this momentum, HRS continues to experience remarkable progress and expansion. Through this ongoing collaboration, we ensure HRS is equipped to sustain and accelerate Uncommon Growth. 

CASE STUDY

MB Bank

Creating a Digital Banking Powerhouse

Background

MB Bank wanted to triple its customers. And as new competitors crowded into the Vietnamese banking market, the 25-year-old company knew it needed a clearer identity, a fresher look and the ability to engage increasingly digital customers. Its goal was to become one of the three largest banks in Vietnam, providing the best customer experience in the category.

Approach

Prophet wanted to help MB move from early-stage transformation, with investments in the pilot stage, to true digital integration.   

We developed a multi-year strategy and growth plan, which included identifying and segmenting target customers, developing growth moves, running user experience sprints, and supporting a new innovation lab.  

After identifying the three customer segments most likely to drive growth. We then dove deep into the needs of MB’s customers, developing a series of transformative growth moves to attract these new audiences. With a clarified value proposition, we:

  • Reimagined its digital banking app
  • Designed a simple, powerful and accessible referral program
  • Launched a first-in-market family banking offer

Impact

With Prophet’s support, MB has transformed into a modern bank. It’s become intentionally disruptive. Digital thinking is now native in its people, processes and technology in every business unit, helping it gain advantages over both conventional and fintech competitors. Its digital-first and customer-centric offers have helped it add over 30 million new customers, propelling the organization into a new era of growth. The updated app became the #2 most downloaded in Vietnam.

#1

Most Valuable Brand in Vietnam within two years of digital transformation

1 in 2

Adults use an MB account

32m

App users as of 2025

#2

Most downloaded app in Vietnam (2024)

“We are delighted to have a trusted strategic partner in Prophet, and they have played a crucial role in our very important transformation journey. We are very proud of our modern look and feel. We evolve towards becoming a digital-first bank, and it has been very well received in the market.” 

Mr. Thai
Chairman of the Board of Directors of MB Bank

BRAND TRANSFORMATION

Creating and Launching a New Brand to Tell MB’s Transformation Story

SEE OUR WORK

RETAIL BANKING

Redefining Retail Banking: MB Bank’s Journey to a Digital-First Future

SEE OUR WORK

CUSTOMER CENTRIC INNOVATION

Customer-Centric Innovation: MB Bank’s Journey in Creating Personalized Experiences

SEE OUR WORK

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CASE STUDY

Premium Pet Food Brand

Reimagining growth for a premium pet food brand by expanding into new segments and channels, without compromising authenticity

Challenge

A fast-growing premium pet food brand had built strong loyalty in the natural and specialty retail space by offering high-quality, minimally processed products while cultivating emotional resonance with pet parents. Early success was driven by grassroots brand building, innovation and deep ties to independent retailers. 

As the category evolved, the brand faced an inflection point. To accelerate growth and reach new shoppers, it needed to scale without compromising the authenticity that made it distinct. It also had to compete across new channels, price tiers and consumer mindsets while maintaining relevance and trust.  

To chart its next chapter, the company partnered with Prophet to develop an insight-led growth strategy—one that would expand its market opportunity, sharpen audience relevance and create a roadmap for product development, innovation and brand-led expansion. 

Solution

Prophet led a national strategy engagement rooted in rigorous consumer and channel analysis. A custom segmentation revealed distinct pet parent mindsets, from ingredient purists to pragmatic health-seekers, and identified four key segments, including white-space audiences the brand had yet to reach. 

We mapped consumer needs related to the brand’s channel presence, examining the occasions, needs and priorities of different segments across channels ranging from specialty retail to digital and national chains. The analysis highlighted where it could grow credibly and protect its specialty equity. We then uncovered five high-potential demand spaces, tied to moments like clean feeding, targeted health and real food variety. For each, we defined the product, messaging, and distribution strategies needed to win. 

Finally, we delivered a portfolio roadmap and go-to-market framework covering pricing, innovation, and brand experience for each channel. The roadmap was designed to scale growth while preserving brand distinctiveness across channels and consumer touchpoints. 

Results

The brand is now equipped with a clear, adaptable strategy to grow across channels, reach new segments and expand into emerging demand territories—without losing its identity. 

The work unified internal teams around  strategic priorities to fuel product innovation, go-to-market focus and competitive differentiation. By combining deep insight with disciplined execution, the brand is positioned not just to grow, but to redefine leadership in premium pet nutrition. 

CASE STUDY

Consumer Goods Company

Unlocking growth with consumer insights and strategic opportunity mapping

Challenge

A global beverage company known for its innovation legacy identified a significant growth opportunity in the emerging legal cannabis market. With surging consumer interest and a shift away from traditional alcohol consumption, the company decided to pursue this adjacent, ownable space.  

While poised for growth, the market was highly fragmented and rapidly evolving with shifting customer dynamics and complex regulatory environments. To enter the space credibly and successfully, the company needed to identify the most valuable, winnable opportunities grounded in future-forward consumer insights and build a clear roadmap for action. 

The company turned to Prophet to conduct deep market analysis, uncover evolving customer behaviors across the category, and define the most relevant, ownable opportunity spaces with the goal of building a long-term foundation for differentiation in a fast-moving category

Solution

Prophet led a multi-phase engagement that combined deep-listening qualitative research, a robust quantitative study, cultural trend analysis, and category landscaping to create a holistic understanding of the needs and barriers of the cannabis consumers. This work informed a curated market landscape aligned with the company’s strengths. 

We began by mapping the full spectrum of cannabis engagement. Segmentation revealed six distinct consumer types, which we overlaid with the emotional and functional occasions to understand the drivers behind cannabis usage. 

Across these dimensions, Prophet built a demand landscape that identified opportunity spaces, each defined by the user motivations, behaviors, and product expectations, and were contextualized alongside the existing business demand spaces.  

To prioritize where the brand could play and win, we applied a strategic lens, evaluating each space for business attractiveness, consumer credibility and alignment with internal capabilities. Four high-potential opportunities emerged.  

For each, we developed detailed “how to win” profiles outlining target audiences, functional and emotional benefits, product design cues and messaging strategies. Scenario-based market sizing was applied to account for future shifts in regulation, consumer sentiment and category education. Throughout, we partnered closely with the company’s innovation leadership team to secure alignment and buy-in across the executive team. 

Results

Armed with a data-rich foundation and a consumer-led framework, the company is now well-positioned to enter the cannabis market with confidence and strategic clarity. The work aligned internal teams on where to play and how to win—balancing near-term feasibility with long-term growth potential. 

Importantly, the strategy demystified a complex and often misunderstood category, turning fragmented market signals into clear and actionable growth paths. As a result, the company is now equipped to create future-ready products and experiences that resonate in a dynamic, high-growth market. 

CASE STUDY

Global Hospitality Company

Driving growth through strategic reinvention of a hospitality resort portfolio

Challenge

A global hospitality organization with a wide-ranging portfolio of property brands had long been recognized for its breadth of offerings. Yet within the resorts segment, it faced pressure to evolve. Shifting traveler expectations were redefining what a resort should deliver, moving beyond traditional sunshine and sandy beach perceptions toward more intentional, emotionally resonant escapes. 

Despite having the properties to meet these evolving demands, the business was underrepresented at key decision points in the traveler journey. With increased opportunities in premium segments and international markets, leadership needed a clear view of where to invest, how to differentiate and what it would take to drive stronger performance across its resort portfolio. 

Solution

To help the business compete more effectively in the evolving resorts category, Prophet led a comprehensive growth strategy engagement grounded in global demand modeling, competitive audits, pipeline and investment analysis and proprietary consumer research.  

We examined how the definition of “resort” was shifting across traveler segments and markets, mapping those evolving expectations against the business’s existing portfolio. Segmentation and journey mapping revealed unmet needs, where the portfolio had strengths, and what was required to improve overall relevance, consideration and growth. 

From there, Prophet helped reframe—not just reinvent—the opportunity. We identified the key audiences to prioritize, the moments in the traveler journey where influence could be gained, and the experiences and messaging that could differentiate the brand. We developed growth platforms and activation principles to guide product, marketing and guest experiences across the portfolio.  

Results

With a focused strategy in place, the business now has a clear roadmap to lead more intentionally in the global resorts category—connecting with travelers earlier, delivering greater relevance and scaling distinct experiences across premium segments. 

Internally, the strategy has aligned teams around where to grow and how to prioritize development, marketing investments, and experience design. Externally, it’s helping the business compete more effectively for high-value audiences, carving out a more resonant and distinctive position in the next chapter of leisure travel. 

CASE STUDY

Ampacity

Modernizing a clean energy brand to accelerate growth—and the industry 

Challenge

Ampacity, formerly RPCS, had established its reputation in the clean energy space as a value-added, end-to-end distributor of single-axis solar tracking systems for utilities and EPC developers looking to stand up solar farms. Though very successful in its niche, Ampacity’s growth was constrained by the size and structure of its core market. Between a recent change in ownership, newly expanded product and service offerings, and an ambitious vision for serving the broader energy transition, Ampacity was at an inflection point. 

Seeking to solidify its leadership position, capitalize on its newly expanded solution set, reach new market segments, and better enable its growth ambitions, the business turned to Prophet to create a stand-out brand positioning, new name, and visual and verbal expression that could build on their existing strengths while generating awareness and adoption of their full suite of capabilities. 

Solution

Prophet immersed in the landscape of Ampacity’s legacy offering of solar tracking systems as well as its new electrical solutions, conducting in-depth qualitative stakeholder interviews, auditing the current brand and its competitors and talking to the business’s industry partners and customers. Through this exploration, we surfaced insights into the changing needs of the utilities and developers who comprise their audiences, learning that these segments view Ampacity truly as a “unicorn” in the industry that routinely went above and beyond to meet any solar energy challenge, from design engineering and procurement, through kitting and installation—with precision and accuracy.  

This end-to-end expertise, combined with a can-do sense of partnership and commitment to managing every aspect of planning, kitting, shipping, warehousing, delivering and installing solar trackers and electrical products led us to zero in on the unique way Ampacity not just enables but propels its customers and partners. We crystallized this unique value proposition into a bold, energetic, and differentiating positioning as a clean energy accelerator. 

Through an iterative and rigorous process, Prophet also helped the brand land on a new name– Ampacity. A word that means the maximum amount of electrical current a conductor can safely carry, it signals the category while reflecting the company’s dynamism, can-do partnership, and future-forward sustainability.  

Prophet also developed an energetic, savvy brand voice and modular, flexible messaging to enable compelling and strategic storytelling across audiences and touchpoints. In parallel, Prophet delivered an entirely new visual system designed to break through the noise and sameness of the renewable energy space. Taking a boldly differentiated approach, we developed a new logo, a vibrant and unexpected color palette,  new typography, photography and iconography guidelines for execution.  

Finally, Prophet led the activation of the new brand, refreshing the website and creating new marketing and sales enablement assets that Ampacity rolled out in early 2025.  

Results

With a dynamic new brand, name and identity, along with vibrantly designed assets and sales enablement tools, Ampacity is now credibly positioned to lead the industry, attract new audiences and enable their business ambitions. Internally, the refreshed brand is generating new excitement and cohesion as its teams rally around the new strategy and expression. Externally, Ampacity’s new brand has been well-received by customers and partners, with senior leaders anticipating the rebrand will enable them to significantly increase in size and scale over the next two to three years. 

“We have grown a niche solar equipment business into a powerful distribution platform fueled by product expertise, partnership with customers, and a tireless commitment to doing right by construction crews in the field. Our whole team is fired up to add more momentum than ever to the energy transition under the Ampacity brand.”

Eben Russell
Founder and President, Ampacity

CASE STUDY

ESPN BET

Awareness, understanding, engagement: Helping ESPN BET hit the advertising trifecta

Challenge

ESPN BET is a sportsbook app owned and operated by PENN Entertainment in partnership with ESPN. To break through the noise in a crowded sports betting space, they needed a campaign to lean hard into the app’s distinctive and competitive reasons to believe (RTBs). 

Solution

While advertising campaigns often struggle to reconcile the tension between brand prominence, product information and audience entertainment, we developed a creative concept designed to bring them together —utilizing a comedic situation to showcase ESPN BET’s key features, and make the product the undisputed star of the show. 

Each spot features two fans: one knows all about ESPN BET, while the other muses fondly about the advantages “if there was an ESPN sports betting app.” The in-the-know friend tries in vain to explain that, in fact, they do, and it’s great – going so far as to show their friend the app on their phone. Lost in thought, their unaware friend continues to describe a product that clearly already exists. 

A comedic reveal underscores the obliviousness : An ESPN BET blimp slowly passing by in one and a towering ESPN BET mural behind our characters in the other. 

The spots were conceived and shot in a way that further versioning could be created through new audio and graphics options—a modular approach that opened the door to accommodating different RTBs and features as the need arose.

Results

The campaign is live on national and regional TV as well as on ESPN.com. The ads complement the busy sport season of March Madness, NBA and NHL Playoffs, and PGA tournaments. 

“Prophet was a great, multidisciplinary partner who brought our campaign strategy and creative concept to life, from production through to launch. I appreciated how they engaged with the insights in our brief — approaching them thoughtfully and translating them into smart, creative work that delivered on the challenge.” 

Ahmed Elfeky
Vice President Brand Media

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