Prophet

CASE STUDY

Creative Problem Solving & Innovation Client

Driving growth with an AI facilitator and participant skills

Challenge

A research-based innovation system company spent decades refining a specialized creative problem-solving methodology but was limited to the guidance of expert human facilitators. As AI reshapes how organizations work and access tools, the company began to consider how they might translate a nuanced, human-led process into a scalable, AI format that broadens access to a wider audience without diluting the process or losing precision. A digitized solution needed to be considered in order for the business to stay relevant within a rapidly evolving market.

Solution

Prophet’s Uncommon Growth Lab (UGL) partnered with the client to build AI facilitation skills within Claude cowork to guide users through the CPS process step by step. Each skill was designed using context from expert facilitators, iterative refinement to ensure decades of facilitator insights were translated into AI instructions.

Results

Prophet’s UGL built AI facilitation and participant skills within Claude cowork. Co-designed with master facilitators through live sessions and iterative refinement, we were able to deliver AI tools that successfully runs the process, providing the client momentum to meet the needs of a rapidly evolving and AI-forward market.

Client Quote

“This is outstanding work… I could see this happening somewhere down the road but had no possible way of making that happen myself, and to actually be a part of it, I don’t have the vocabulary to say how gratifying and how excited I am.”

Business Process Leader

CASE STUDY

Pulsant

Aligning strategy, people, and governance around a clear AI vision in just seven weeks

Challenge

As a nationwide provider of U.K. data center and cloud services, Pulsant has a strong focus on data sovereignty and governance. With AI adoption accelerating across its client base, the company was keen to keep pace with evolving client expectations while exploring opportunities to improve efficiency, enhance customer experience, and support long-term growth.

Internally, employees were increasingly eager to use AI, but concerns around risk limited adoption. The leadership team also recognized that this wasn’t just a technology issue. They needed an employee-centric approach that would align the organization around a shared vision for AI, establish clear guardrails, and identify practical opportunities for value creation.

Solution

Prophet partnered with Pulsant to build the foundations for responsible AI adoption. Starting with an AI maturity assessment, we combined an organization-wide survey with executive interviews across the company’s five strategic pillars. Together, these helped us understand current capabilities, identify the obstacles standing in the way of responsible AI, and uncover opportunities for future success.

The research revealed strong enthusiasm for AI, countered with some nervousness and limited structures to support its uptake. In response, we developed a clear AI vision, practical guidelines, and a governance framework to help leaders make informed decisions about AI investments and use.

Rather than starting with technology, we created a custom decision-making framework that linked potential use cases directly to Pulsant’s business strategy. This enabled the leadership team to prioritize the opportunities most likely to drive operational efficiency, customer value, and growth.

To support lasting change, we also refreshed leadership behaviors, developed employee training programs, and created a practical roadmap for embedding AI across the organization. This ensured that innovation could move ahead without compromising governance or Pulsant’s people-first culture.

Results

In just seven weeks, Pulsant moved from asking whether it should use AI to understanding where AI can have the greatest impact.

The organization now has a clear AI vision, practical guardrails, prioritized use cases, and an adoption roadmap. Together, these provide a clear path for using AI to raise the bar for productivity and output quality across the organization, whatever an employee’s role.

Most importantly, Pulsant has a shared foundation for scaling AI in a way that balances innovation with responsibility and remains true to its people-first culture.

Client Quotes

“AI presents significant opportunities, but success depends on trust. Our clients need confidence that their data is secure, governed appropriately, and remains under their control. Prophet helped us develop a clear roadmap that balances innovation with the high standards of security, sovereignty and responsibility that underpin Pulsant’s services.”

Rob Coupland
CEO, Pulsant

“We could see the opportunity for AI to help our people work smarter, spend more time on higher-value work and deliver an even better experience for our clients. Prophet helped us identify where AI could make the biggest difference and how to introduce it responsibly.”

April Clark
Chief People Officer, Pulsant

CASE STUDY

tasc

Unlocking a ~$20M growth pathway by bringing customers to life as digital twins

Challenge

After nearly 20 years of product innovation, tasc, an athletic apparel brand, had built a portfolio it could be proud of—but not the brand awareness to match. Competition in the rapidly expanding athleisure market was intensifying, and a product-led positioning was failing to create the emotional connection or lifestyle relevance needed to stand out. Without a clear design target, prioritizing investments across brand, product, and channel was increasingly difficult. Growth hinged on two imperatives: (1) sharpen understanding of tasc’s highest-potential customers and (2) focus the brand, product, and channel strategy around them with confidence in the commercial upside.

Solution

To sharpen consumer understanding at speed, we paired Prophet craft with behavioral data from Quilt.AI, Consumr.ai, and MAIA, Prophet’s proprietary AI platform. We defined customer personas across demographic, psychographic, and behavioral dimensions, then brought priority segments to life as AI digital twins—each infused with observed, deterministic behavioral data and tested to ensure it faithfully represented its persona. Rapid surveys of the twins surfaced white space growth territories, from how each segment discovers apparel brands to what ultimately drives their purchase decisions. Throughout, we worked in close iteration with the tasc team, cross-checking AI-derived findings against their customer knowledge to de-risk decisions.

The insights pointed to two growth pathways: building momentum to drive loyalty with one customer segment and repeat purchase or expanding brand reach and awareness with two others. We leveraged our MAIA Market Sizing agent, which draws on our market sizing best practices built on decades of experience in growth strategy, to estimate the ROI of each growth pathway. This gave leadership a clear, data-backed view of the tradeoff between deepening the core and expanding the market.

tasc aligned on the expansion pathway, and in a co-creative, cross-functional workshop we worked together to translate it into targeted growth moves across brand, marketing, engagement channels, and product mix—shifting the brand from selling performance to embodying a way of life. To close the gap between strategy and execution, we generated sample landing and product pages and tested and refined them with the digital twins to visualize how the new direction comes to life.

Results

In just four weeks, tasc moved from broad aspirations to specific, data-backed growth pathways. The work defined clear design targets to focus brand positioning, product development, and channel strategy, and gave the CEO a specific tradeoff analysis—market expansion versus core customer deepening—enabling a confident resource allocation decision.

The chosen pathway represents an estimated ~$20M incremental revenue opportunity by 2030, supported by implementation roadmaps spanning brand narrative, product merchandising, channel strategy, and marketing investments tailored to each priority segment. Along the way, digital twin personas accelerated learning and raised creative quality, producing sharper hypotheses and faster decisions.

By pairing Prophet craft with AI digital twins, tasc is positioned not just to compete in a crowded athleisure market, but to grow with focus—meeting its highest-potential customers where they are.

CASE STUDY

Supply Wisdom

Driving TPRM revenue by decoding a niche audience at speed

Challenge

Coming off a Series B with a new CEO, Supply Wisdom, an emerging TPRM SaaS company, set out to turn momentum into revenue growth. Its platform continuously monitors 300+ indicators across financial, cyber, operational, nth-party, and location risk, but market signals pointed to tighter budgets, reduced price elasticity, and longer enterprise buying cycles. In a category where decision-makers are notoriously hard to interview, growth hinged on two imperatives: (1) sharpen buyer and user insight and (2) unify the message so marketing, sales, and product tell one simple, defensible story that increases qualified lead volume and improves conversion.

Solution

To overcome the research constraint, we paired Prophet craft with Aaru’s survey simulations, drawing on millions of underlying data points to surface reliable patterns quickly. We ran two coordinated studies totaling ~20,000 agentic respondents across buyer and user roles and translated the findings into a market-ready narrative.

Working in rapid iteration loops with the Supply Wisdom leadership team, we pressure-tested direction in working sessions and cross-checked AI-derived signals against market expectations and prior research to de-risk decisions.

We first identified pain points and focus areas for key buyers (Chief Risk Officer, Chief Compliance Officer, Chief Financial Officer) and users (analysts and TPRM champions). We then generated splash-page mockups and tested hundreds of imagery/copy combinations to see what truly resonates, converging on outcome-tied clarity and low perceived lift as the most persuasive themes.

Results

Supply Wisdom is now equipped with a unified, adaptable message and creative framework that scales across web, paid, and sales enablement, built to reach key buyers and users, and accelerate conversion without sacrificing rigor or credibility.

The work aligned marketing, sales, and product on clear priorities and gave revenue teams assets that map to each stage of the funnel. Select hero imagery and layout patterns resonated strongly with Supply Wisdom’s CEO and CFO, and the message architecture was designed to increase qualified pipeline, lift stage-to-stage conversion, and improve win rate.

By pairing Prophet craft with Aaru’s simulations, Supply Wisdom is positioned not just to grow, but to set the pace in third-party risk management.

CASE STUDY

Amova Asset Management

From Japan to the World: Creating a distinctive identity to unlock global ambition

Challenge

Born in Tokyo, Nikko Asset Management had built a trusted legacy over 65 years in Japan and beyond. As the business evolved—broadening its investor base, expanding its investment capabilities and deepening its global footprint—its engagement model also became more modern, language-agnostic and globally integrated.

But while the company’s Tokyo heritage remained a powerful part of its identity, its brand no longer fully reflected the business it had become or the future it was building toward. As Nikko Asset Management continued to grow globally, it saw an opportunity to create a new brand that could better express both its origins and its international ambition.

Solution

Prophet partnered with Nikko Asset Management to create a brand for its next chapter of growth. Through interviews, audits, and co-creation workshops, we clarified the company’s ambition and the role the brand could play in expressing it.
The result was Amova Asset Management, a new name shaped through a collaborative process involving 175 colleagues worldwide over more than a year.

Derived from “Asset Management”, “Move” and “Nova,” Amova expresses progress, renewal and continuous innovation.
 The new brand reflects the firm’s evolution as a global asset manager and its commitment to helping clients navigate a changing investment landscape with confidence.

We brought the brand to life through a visual identity that combines precision with warmth. An arrow-inspired motif conveys direction and momentum, while a distinctive purple palette and rounded forms express confidence and approachability. Under the tagline “Your Goals. Our Commitment.” and the message “Born in Tokyo. Shaped in Asia. Powered by Global Insight.”, the brand launched across film, digital, print, and out-of-home channels.

“Thanks to the Prophet team for the wonderful partnership and it has been an exhilarating journey for us as a firm. All the members from Prophet have been so dedicated and accommodative to our timeline, budget, and iterative discussions. The depth of expertise and insights are greatly respected and recognized by stakeholders in the firm.”

Joyce Koh
Joint Global Head of Marketing and Sustainability
Joint Head of Global Communications
Amova Asset Management

Clarity, Focus and Human Purpose

With a dynamic wordmark and a symbol that turns a stylized ‘a’ into an upward arrow, the identity signals progress and intent. The design system blends Asian sensibility with global sophistication. Amova partners with clients to navigate change toward lasting goals.

Built for Flexibility and Motion

The Amova identity flexes seamlessly across platforms, markets, and audiences. From the archer-inspired logo to the purple-dominant palette and a directional graphic language extended from the logo, every element reinforces focus, movement, and optimism.

Result

From strategy to creative activation, Prophet helped Amova build a unified brand system for growth. The brand launch united over 900 employees across ten markets, reinvigorated client perception, and signaled Amova’s readiness to lead a new era of progressive asset management. Amova’s new identity separates the firm from legacy associations, reinforces trust and establishes a strong foundation for future expansion.

Prophet continues to partner with Amova to further embed and amplify the brand, ensuring its long-term impact and global relevance.

EMEA
(Sep 2025 – Mar 2026)

4M+

Impressions and 592 new contacts generated for sales (100% above year-end objective)

New Zealand
(Sept – Nov 2026)

9M+

Impressions and 12,056 click-throughs (0.13% CTR against O.1% benchmark)

Singapore
(Feb – Apr 2026)

6M+

Impressions and 76.5k click-throughs (1.2% CTR against 0.6% benchmark)

Hong Kong
(Mar – Apr 2026)

20M+

Impressions and 461k click-throughs (2.22% CTR against 0.32% benchmark)

CASE STUDY

Men & Boys Footwear Client

Turning tariff turbulence into opportunity with AI personas and rapid creative testing

Challenge

A heritage men’s and boys’ footwear brand in the sub-$100 comfort segment was shifting to a product- and brand-led model anchored by a reengineered line built on proprietary technology.

Tariffs and global price volatility were squeezing margins and pushing retail prices up, so Prophet was tasked with turning turbulence into a growth opportunity. AI-driven research and cited industry studies indicated that tariff-linked price increases make consumers more likely to switch shoe brands, elevating price as a deciding factor.

In response, we focused on new-to-brand acquisition by (1) identifying and bringing to life high-potential segments and (2) aligning creative and messaging to what those switchers value most.

Solution

To rapidly brainstorm and test in an ever-evolving, uncertain environment, we paired Prophet craft with consumr.ai’s digital-twin platform. Together with the client team, we defined and prioritized acquisition personas, then brought them to life as digital twins using consumr.ai. We ran simulated focus groups with the twins to map needs, pain points, and triggers across the purchase journey. We used these signals to translate insights into decision drivers while flagging friction to reduce.

We then benchmarked some of the client’s existing creative assets against persona preferences and iterated quickly. Using agentic image-generation, we built refined creative mockups (headline/visual/offer combinations tailored to each persona) and re-tested to converge on winners. Working in tight loops with the client leadership team, we cross-checked AI-derived findings against retail realities to de-risk decisions and codified the learnings into a persona-driven creative framework that scales across paid and onsite.

Results

Our footwear client now has a persona-driven acquisition playbook and an end-to-end creative system that extends from paid media to onsite experiences. Refined ads consistently outperformed legacy creative on engagement testing, and clearer messaging around the benefit of their proprietary technology, as well as the refined promise, improved relevance scores. A repeatable test-and-iterate model now enables the client team to quickly identify and scale what works.

After creating the digital twins, we launched a one-day rapid email test to identify the top-performing creative. This proof point demonstrates that our client is now equipped with a strategy that turns past constraints to continue to deliver tangible growth.

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

AEG

A brand refresh to help AEG challenge the expected

Challenge

For many brands, staying distinctive and competitive in an ever-changing market is a constant challenge. AEG, part of the Electrolux Group, has trusted Prophet as a longstanding partner to help evolve its brand expression while staying true to its rich heritage. Since its initial brand refresh in 2014, our focus has been on helping AEG maintain its modern edge, build on its strengths and ensure its brand resonates throughout its diverse, multi-faceted consumer journey.  

Solution

AEG tasked our team with a major visual brand identity (VBI) refresh. Our creative process began with a deep dive into its business and brand strategy, ensuring we were aligned with the future direction. A key focus was redefining AEG’s strategic positioning around the core idea of “Challenge the Expected.” This involved close collaboration with the CMO to reshape the brand’s meaning and values before translating them into creative expressions. 

We worked alongside AEG’s marketing, social, web, sales and product teams to understand the evolving consumer journey. Through surveys, stakeholder workshops and extensive collaboration, we identified both the brand’s strengths and areas for growth. By testing creative assets, we refined our approach, ensuring the final expression resonated with consumers while staying within defined creative boundaries. 

Prioritizing flexibility and consistency across touchpoints, we ensured that product detail pages, demo videos and retail assets felt cohesive and part of the same brand. By examining successful elements of the visual identity, such as logo and color, we could make strategic decisions that reinforced the brand’s strength.    

Example visual

Key Creative Elements: Introducing the ‘AEG World’

Color: Red has been central to AEG’s identity since its founding in 1887. While other brands in the market also use shades of red, we saw an opportunity to create greater distinction. To honor this legacy, we expanded the red palette to include darker hues, enhancing visual impact and allowing the brand to stand out more effectively. This ‘Red World’ is now applied consistently across AEG’s diverse product range and the stories they tell.

“The new VBI has been exceptionally well received across our markets, aligning strongly with our brand positioning and resonating clearly with our target audience. It’s setting us apart from the competition in a meaningful way, and early campaign results already show that the premium cues are coming through exactly as intended. Thank you for your partnership in shaping such a powerful strategic and creative foundation.”

Maria Sandström
Global AEG Senior Brand Manager

Characters

While it’s common to see people featured in appliance brand campaigns, they often lack depth or fall into clichés. We wanted to break away from this norm by carefully crafting characters that gave voice to the products and told their stories. Each character, individually styled, reflected AEG’s diverse consumer base and their desire to stand out and do things differently.

For example, a glamorous cat, playfully appearing in an ad for AEG’s robotic vacuum cleaner became a key muse for the brand’s expression, adding wit and personality. By connecting visual and verbal cues, we injected more humanity into a category often seen as dry, making the brand feel more relatable and engaging.

Impact

The refreshed identity successfully reinforces AEG’s premium positioning, establishing a bolder and progressive brand expression. This transformation has resonated strongly with consumers and been widely embraced by retail partners. The culmination of these efforts was marked by a major launch at IFA 2024 in Berlin, AEG’s original home, where the brand spotlighted its transformative cooking innovations. Alongside the unveiling of new kitchen products, a fresh sonic identity was introduced, delivering a comprehensive 360° brand experience that reflects AEG’s evolving vision and market leadership. 

“The distinctiveness of the VBI not only sets us apart from our competition but has successfully positioned us as a brand associated with a premium position. Stakeholders have responded positively, also including our important community of licensees as they receive stronger go-to-market collateral. Additionally, we now have a great platform to communicate our brand values, and especially within the design space as a thought leader and champion of sophisticated expression.”

Tom Astin
Global AEG Brand and Marketing Strategy Director

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

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