Prophet

CASE STUDY

Upward Climate

Launching a new brand in a high-growth category

Challenge

A new-to-market DTC company founded by technology and climate industry veterans was looking to launch an app that provides climate insights and daily tips, empowering people to make more climate-conscious decisions and ultimately accelerating the transition to a carbon-neutral economy. The company approached Prophet to help create a name and visual system that would deliver on its value proposition and create differentiation in a fast-growing category—all before the app’s launch. 

Solution

After immersing in the established strategy, Prophet’s verbal branding experts mobilized a sprint to explore new names for the company. We looked at numerous territories and styles, ultimately prioritizing names that felt conversational, optimistic, and unique. We landed on the name Upward Climate—which evokes encouragement with a nod to the phrase “onwards and upwards” and reflects a departure from the green or earthy category naming trends.

From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.  

Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design.

The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.

We then crafted a visual expression for Upward Climate. We abstracted the “U” from the brand’s name to create a distinctive mark with repeating lines connoting data visualization. An understated, earthy color palette conveys a calming, steady grounding in the climate space, while pops of a bright hero yellow bring both positivity and urgency to the forefront of the brand’s identity. We designed the company’s new name and visuals to be integrated into its launch site and app, with iconography that extends from pictograms for branded moments to functional icons for in-product navigation. 

Results

The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications. 

Results

Prophet developed the name and new visual identity, complete with motion elements in just under five months. As the company just launched its launch site and app, additional impact will be defined in the coming months. 

An Expressively Optimistic, yet Functional Visual System

The app’s vision is to “facilitate the transition to a carbon neutral economy by empowering individuals to understand the climate impact of their decisions and elevating sustainable businesses.” The brand needed a relatable expression to bring that determination and optimism to life. 

“Working with Prophet was a transformative experience for our company. They were able to work on incredibly tight timelines to deliver a name and brand identity that fit with our broader strategic vision and was unique – in a space that can often feel homogenous. They were incredibly structured throughout the process, a huge asset in the ambiguous space of building a brand. Partnering with Prophet was a truly outstanding experience we’re grateful for. “

Eric Mandell 
Founder & CEO
Upward Climate

CASE STUDY

G7 Connect

Uniting Two Giants to Digitally Transform the Freight Industry in China

Challenge

The logistics industry in China is hugely complex in scale, yet highly traditional in its operations. Most freight companies operate under the same conventional labor-intensive model with low efficiency. 

G7 and E6 Technology are both leading IoT SaaS providers striving to transform the road freight industry through “smart logistics” software services based on the Internet of Things. In Q1 2022, G7 and E6 announced their merger. Despite the completion of the initial stage of integration, employees and customers were still uncertain about the direction of the new company. 

To further accelerate the integration process, NewCo urgently needed a unified brand strategy. However, as the two companies were both industry leaders, it was important to retain the legacy equities that G7 and E6 established in the market. 

Solutions

Prophet’s team started with a series of in-depth interviews with internal and external stakeholders to understand the unique DNA of both G7 and E6.  It was crucial to identify the synergies of each organization – the common DNA. 

Having gained a deep understanding of the business, we then defined a distinctive and unifying brand strategy: propel the productivity of the logistics industry with IoT SaaS technology and innovations to bring beautiful changes to all industry stakeholders. It clearly defines NewCo’s frame of reference as an IoT SaaS provider in the logistics industry, while creating broader connections with various types of audiences, from big owners of cargo and small logistic company owners to finance managers and truck drivers, by demonstrating a compelling purpose. A powerful tagline was also created to encapsulate the strategy – “Beautiful Changes Happens Now.”  

With a robust brand strategy in place, we recommended the Chinese name “G7易流” (G7 Yiliu) that fuses the two names to retain the legacy brand assets from both G7 and E6.

Inspired by the essence of connectivity of logistics networks, our design team developed a unique creative concept of “Unlocking the new pathway together.” The new visual identity adopted the core visual elements from the two companies – the purple arrow from G7 and the green dash from E6. These elements came together to symbolize flowing “turns” and harmonizing “roads”, telling a confident story of how G7 and E6 intersect to form greatness. The newly designed logo and visual system represent human-centered innovation, speed and precision. The color palette was updated, adding turquoise, to give the brand a smart and modern element.  

Through this new visual identity system, we successfully maximized both brands’ visual equity while crafting a new way forward to reflect the new company’s new purpose, frame of reference and direction. 

Results

The new brand strategy and visual system of G7 Connect, introduced a clear purpose and direction to the business, reassuring employees and customers about the future of the newly merged company. It also served as a guide for external communications across multiple touchpoints, including the CEO’s announcement speech to the theme of its annual client conference. 

“It is uncommon and more difficult for a B2B or industrial company to market its strengths in data and technology through a human-centric lens. However, with such strategic guidance, every touch of our communications feels deeply authentic, results-driven and compelling,” expressed Yayun Guo, head of brand communications and marketing at G7 Connect.  

“We’d like to thank Prophet for its strong expertise, insights and methodologies that helped accelerate our merger. It allowed us to assess G7 Connect’s strengths and equities in a more thoughtful way while being committed to human-centricity in our long-term strategy. Moreover, the precision in Prophet’s design capabilities lent to creative expressions that embody our brand perfectly.” 

“Everyone (within our organization) resonates greatly with the new brand. Our work throughout the year has been centered around how we are bringing beautiful changes to the industry and the organization – the new slogan has become an important anchor point for the whole company.”

Xuehun Zhai
Founder and CEO of G7 Connect

CASE STUDY

Seatrium

Unlocking a new chapter of the global marine industry

Challenge

Keppel Offshore & Marine (O&M) and Sembcorp Marine have played a key role in Singapore’s past, present and future. Keppel O&M is one of Singapore’s flagship multinational companies with a global footprint in more than 20 countries, whereas Sembcorp Marine has a nearly 60-year track record in the design and construction of rigs, floaters, offshore platforms and specialized vessels.   

Changing industry dynamics towards cleaner and renewable energy have led to the O&M and energy industry needing to forge a new path forward. This has created an opportunity for 2 leaders to merge and transform, giving birth to NewCo to better transition, operate and capture opportunities in renewable energy. Prophet helped to create a new brand strategy and visual system for NewCo. 

Solutions

We started by immersing ourselves in the current state of the brands, reviewing data through sustainability reports, brand strategy documents and merger materials to deeply understand existing efforts. Apart from meeting with the steering committees, we also conducted in-depth stakeholder interviews across employees and customers to understand both perspectives.  

Understanding that they bear a high level of similarity in culture and mindset, we combined strengths from both organizations to retain their unique DNA and bring the best of both worlds together. While NewCo’s vision was to be the global player to drive the energy transition and ensure energy security, NewCo also aimed to create meaningful impact for employees, Singapore, and shareholders. After running competitor audits, there was an opportunity for NewCo to differentiate with a stronger purpose in providing premium and customized solutions to the energy industry – being able to combine engineering and execution excellence with people centricity to deliver on customer needs​.   

From beginning to end, we involved employees and stakeholders in the extensive naming process to make sure the new name resonated with them and best captured NewCo’s storytelling. The name ‘Seatrium’ created by the client was selected – “We are the atrium where we gather the people of the seas, and we are a collaboration of industry leaders, bringing the best of engineering solutions to our customers and partners.” Its direct connection to sea highlights Seatrium’s expertise and creates relevance to the industry, while reinforcing visual identity at the same time by complementing the ‘seagull’ element in its logo. 

Inspired by forms in the industry, the new visual identity highlights new waves of innovation in the marine environment and elevates Seatrium to new heights. Inspired by the shape of Singapore and the bow of a ship, Seatrium showed their commitment to expand their footprint to reach new customers and markets. The three crescent shapes form their foundation; anchored in offshore marine, defining new horizons and ensuring clean skies for all, together helping to elevate above and below. The symbol reflects the key principles – flexible, fearless and resilient. Moreover, the new color palette is refreshing, minimal and outstanding. A brand book was also created to familiarize employees with their new brand strategy and visual look and feel to ensure they communicate in a cohesive way that is uniquely Seatrium. 

Results

Officially launched in April 2023, Seatrium continues to remain Singapore’s largest shipyard group with expanded work across the energy transition, including cleaner oil and gas, as well as offshore renewable opportunities.   

The enlarged post-merger company has started implementing integration initiatives. Seatrium is expected to benefit from greater synergies given its broader geographical footprint (Singapore, Indonesia, the Philippines, China, Japan, the UK, Norway, the US and Brazil), larger operational scale and enhanced capabilities. Our work with Seatrium was recognized at the Transform Awards Asia 2023, winning two silver awards for Best Corporate Rebrand Strategy and Best Visual Identity.

CASE STUDY

Beflo

Creating an innovative connected desk brand from concept design to activation 

Challenge

With the pandemic resulting in people balancing both work and life activities at home, there was a growing demand for furniture solutions that were more versatile, comfortable, and functional. Our original equipment manufacturer (OEM) client saw the opportunity to create a DTC brand that would deliver a solution to empower people to enjoy a better way of living and working from home. They partnered with Prophet to help create and launch their first consumer brand.

Solutions

With a blank slate, we worked collaboratively with the client to create a brand that would be relevant to today’s working-from-home customer. 

We used an AI-powered online research tool and interviewed 135 potential U.S. customers to understand their unmet needs and expectations around their WFH set-up. Our research revealed critical insights about how consumers need to not only prioritize their physical health but also their interest in a good work-life balance – including ways to optimize all the various parts of their lives.

From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.  

Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design.

The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.

From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.  

Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design. 

The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.

Results

The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications. 

Results

The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications. 

Positioning Around the “Flow”

Keeping the target consumer in mind, we developed different brand territories that would be relevant to their needs, and our positioning ultimately landed on the territory of Flow.   

“We believe happiness comes from being in the flow in all activities that we do at home.” 

The flow state was where people could fully immerse themselves in the task at hand and find enjoyment in the present moment. This resonated with the targets’ needs to balance multiple priorities and to find enjoyment in their WFH routine.

Meet Helena.

We developed a creative representation of our target customer who has a desire to improve their WFH set-up, anxiety around balancing all of life’s priorities and a strong interest in interior design resulting in a design-oriented approach to buying furniture. She prioritizes physical health, good work-life balance, success and connection with the community. This helped us imagine all our work with a certain persona in mind.

Applied Brand Principles

We created brand principles to serve as a guide for uniquely delivering on their brand promise. The four principles: Adaptive Comfort, Ultimate Ease, Holistic Wellbeing, and Lasting Innovation were then expanded into tangible guidelines and were applied in both the product design as well as the surrounding consumer experience.

The Visual Concept

The logo and visual system reflect the “flow” concept by embracing an equally weighted, san-serif to not disrupt the eye, but have a balanced and cohesive look. The crafted ligature between the “f” and “l” characters also creates a unique element that creates a visual “flow.” The system consists of the same curved elements that incorporate a soft flow across all communications and visuals, all the way down to the actual curved corners of the actual desk legs.

A Distinctive Verbal Voice

We created tone of voice principles to ensure that all communications had a cohesive tone of voice. Messaging guidelines offered guardrails around practical dos and don’ts as well as messaging examples.

Shopify Design

We created Beflo’s first Shopify design, creating both the site architecture, content hierarchy of each page, and design layout. Everything from imagery style to navigation and input fields was carefully designed to support the new brand.

A Cohesive System

We brought the brand strategy and identity to life by creating a visual system with a unique perspective on photography style, color palette, typography and graphic elements. This unique look created an unmistakable identity across all their applications from product design to digital interfaces and print communications.

Activating the Brand

We created an activation rollout plan to help Beflo navigate the different horizons of growth. We also developed a content marketing playbook to help create compelling and relevant content to attract, engage and convert consumers along the customer journey with recommendations across channels and partnerships to consider.

“Working with Prophet undoubtedly helped us build a rock-solid foundation for our brand; we wouldn’t be where we are without them. The branding groundwork they laid out has been our guiding north star, enabling us to stay focused and coherent with our work.” 

Beico Chiu
Founder CEO, Beflo

CASE STUDY

Josun Hotels & Resorts

Creating a winning brand portfolio strategy

Background

Established in 1914, Josun Hotel has become an exemplary hospitality brand, transforming into the current Josun Hotels & Resorts while maintaining its original “First & Best” mentality. 

In a market where new entrants have raised the bar on hospitality, Josun Hotels & Resorts wanted to position its brands at the forefront of hospitality experiences in South Korea. Prophet worked closely with Josun to create an independent portfolio of brands, each targeting different consumer groups.

Approach

Prophet helped Josun Hotels & Resorts define a winning brand portfolio that captures distinct opportunities in the Korean travel market, with clearly defined roles and relationships for each of their hospitality brands. Understanding that each hospitality brand needs to meet the unique needs of Josun’s varied audiences, fresh insights were uncovered to define distinctive concepts for each brand. Through extensive research, expert interviews and in-depth audits, we created a hybrid brand architecture with a series of flagship brands with reimagined concepts appealing to different target audiences in Korea. 

Each hotel brand is tied to its unique idea, name and story that delivers a hospitality experience like no other. L’Escape was born for those who wish to get away from reality and create their own dreams and fantasies, a true Parisian escape in the heart of Seoul. Gravity was created to become a thriving social hub for Millennials, a center of gravity in the community to foster creativity, collaboration and inspiration that blends work and play together. Combining Josun’s legacy with fresh modernity, Grand Josun reflects a refined sensibility for premium customer experiences while catering to families. Lastly, Josun Palace represents the group’s highest-grade luxury offering, encapsulating the key essence of the hotel’s heritage and appealing to “The Cultured Connoisseur.”

We brought the different brand strategies to life by carefully crafting distinctive visual identities for each hotel. We also developed complete branding concepts for some of the food and beverage offerings within the hotels. 

Impact

The four new hotel offerings by Josun Hotels & Resorts – L’Escape, Gravity, Grand Josun and Josun Palace – were subsequently launched between 2018 and 2021 to great success. The optimized portfolio and architecture strategy maximized revenues across the brands and serves as a growth engine for the group, unlocking new possibilities in its journey to become a global hospitality brand.  

Our work with Josun Hotels & Resorts received critical acclaim including multiple awards from Transform Magazine’s Transform Awards Asia [1][2][3].

L’ESCAPE

Creating a Parisian escape in the heart of Seoul

SEE OUR WORK

GRAVITY

From hotel to Millennial experience hub

SEE OUR WORK

GRAND JOSUN

Extending the Josun heritage to create a premium hotel brand for families

SEE OUR WORK

JOSUN PALACE

Creating a luxurious hotel brand under a winning portfolio

SEE OUR WORK

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CASE STUDY

Mineral

Helping a stealth-mode X project “graduate” into a stand-alone Alphabet company 

Challenge

To discover more about the magic of Mineral, visit their website.

Mineral is developing artificial intelligence that can transform agricultural data into understanding to increase the resilience of the planet’s food production systems. Founded in 2017 as a bet within Alphabet’s X, the “moonshot factory,” Mineral had a planet-sized ambition and the technology and talent to get there. It also needed a partner to help them craft the market presence needed to launch—and grow—as a stand-alone company. 

Mineral chose Prophet as its end-to-end partner to launch a brand to represent Alphabet’s commitment to sustainable agriculture. In January 2023, Mineral successfully “graduated” as a stand-alone company and is already making an impact on the food system humankind needs to survive. 

The stakes couldn’t be higher. If humanity doesn’t change how we produce food, then, by 2050, feeding the population will clear most of the world’s remaining forests and push the earth’s temperature past its 1.5°C warming limit. But innovating farming practices to be more resilient and ensure our planet can provide for lifetimes to come is complex. The diversity of the ag value chain and its industry practices have not been data-rich nor shared across silos—let alone globally—for the last century. The agriculture industry is at a juncture where data-informed decision-making is required to innovate key efforts like traceability and demand forecasting. 

Solutions

  • Mineral is reimagining how food is produced more resiliently and sustainably by turning a world’s worth of agricultural data into new understanding.  

They’re working relentlessly with partners across the ag value chain to enable every farmer, researcher, crop breeder, and advisor to overcome the challenges they face, and build a more productive food system—together.  

“Mineral’s ambition is not about adding technology to agriculture. It’s about helping adapt the agriculture system to a changing climate and switch to a more sustainable path. We’re doing so by leveraging AI to deeply understand the plant world and unlock the possibilities of embracing complexity.”

Elliott Grant, Chief Executive Officer, Mineral 

Mineral is unique: while within the Alphabet ecosystem, it has the freedom to navigate the realities of being an early-stage company. It has the permission to build boldly, from the ground-up. 

In addition to a strong brand, to show up in the world as an independent Alphabet company, Mineral needed a modern marketing organization to drive momentum and, ultimately, commercial success. Prophet helped Mineral leadership drive a stake in the ground—navigating through the foundational commercial realities of launching a business. 

“Prophet helped us lay the brand foundation to mature from experimentation to commercialization and share with the world who Mineral really is. Prophet quickly diagnosed our brand needs, our in-market ambition, and the road that would get us there. They not only asked the right questions about our go-to-market approach, they also weren’t afraid to iterate with us; Prophet felt like an extension of our team.”

Elliott Grant

Prophet kicked off in March 2022 with a “graduation” checklist, which included building the business, brand, and marketing foundations to define, position, and externalize themselves to partners across the ag value chain and the world: 

  • Developing a thoughtful business strategy and visual and verbal brand, rooted in research to uncover key industry and customer insights to determine how best to position Mineral in the AgTech space. 
  • Externalizing the brand, mission, and vision on internal and external channels, including Alphabet-internal announcements and spotlights at high-profile events. 
  • Identifying and integrating the tech stack required to stand-up, design, and operationalize owned digital channels as they scale. 

“There are nuances of being an Alphabet company. Prophet took a true partnership approach to helping us navigate our launch strategy and execution, which required flexibility and a willingness to take feedback and adapt to our needs. After only a few weeks, the Prophet team had a firm grasp of who we were and who we aspired to be. They cleared the way for us and were patient every step of the way.”

Megan Fallon, Marketing Lead, Mineral

Throughout the partnership, Mineral realized they would need so much more to achieve their goals, which included: 

1. Co-developing and co-authoring a rich pipeline of content with various business area leaders to continuously position Mineral as a reputable thought leader in ag. 

2. Building muscles across the full commercial spectrum (e.g., developing multi-purpose sales materials for marketing teams and business development teams). 

3. Supporting product teams with market-facing customer knowledge to inform portfolio strategy and feature development decisions.

“Prophet has shown aptitude not only for delivering brand and marketing assets, but also for helping our teams build the muscles required to grow and run the commercial side of our business.”  

Megan Fallon

Results

Together, we crafted a business and brand identity that embraces the complexity of our agriculture ecosystems and showcases how Mineral’s breakthrough technology can create a more sustainable and productive food production system for our future. 

“As our product portfolio matures, our Mineral x Prophet team continues to add value through sourcing customer insights that inform commercial and product decisions.”

Elliott Grant

Beyond graduation, Mineral continues to work with Prophet in its first year: prioritizing joint product-commercial goals, executing in-market activations, co-authoring content strategy (incl. thought leadership), conducting market-back research, and enhancing website features—all in close partnership with teams on the ground to reflect pivots as the company tests, learns, and grows.

Impact

+7k

impression in the first 24 hours

10

press articles published on graduation day alone

+7%

engagement rate on first post (vs. -2% benchmark)

Client Testimonial

“Our relationship with Prophet has continued to evolve alongside the progression and positioning of our business in market. The team deeply understands what we are trying to do—and are so passionate about it. We’ve been fortunate to have them.”

Megan Fallon
Marketing Lead, Mineral

CASE STUDY

Vialto Partners

Helping a 170-year-old brand gain new ground in global mobility​

Challenge

Pricewaterhouse Coopers (PwC) has been a well-respected professional services network and thought leader for over 170 years. In response to the rapidly changing needs of global workforces—and in partnership with a Private Equity sponsor—PwC identified a unique opportunity to unlock greater value through the spin-out of a dedicated global mobility business. So we combined Vialto Partners’ vast global reach and institutional credibility with the vigor, speed, and ambition of a CD&R Capital -backed NewCo—creating a hybrid solution designed to capture growth and maximize enterprise value from day one. 

Solutions

As part of the Vialto launch, we weren’t just launching a website—we were building the brand foundation for a newly independent, CD&R Capital-backed company. Following a comprehensive discovery phase, a key finding among Vialto’s employees and clients was the deep belief that global mobility has the power to be a force for good. Guided by both cultural insight and investor ambition, we helped Vialto Partners shift their frame of reference from offering Global Mobility Services to Global People Solutions—supporting the firm’s human-centric mission and expanding the brand’s relevance and commercial scope. 

The MVP site comprehensively positioned Vialto Partners as trusted experts—critical for a Private Equity-led spin-out aiming to reassure clients and accelerate market credibility. That effort began with the name. The NewCo brand name needed to be forward-looking and communicate the company’s ambition while honoring the legacy and expertise that shaped it. The crossbar of the “A” in Vialto evokes a bridge, depicting a sense of connection and upward momentum, while the bespoke and extended typeface conveys a sense of gravitas, trust, and expertise—striking the right balance between innovation and stability. 

For the website, we laid out the Vialto story in a scannable, hierarchical way that unfolded a breadth of offerings—reassuring potential clients, investors, and partners that although this was a new company, it was far from an unknown entity. We established a future-ready design system that could scale with the business—essential to the Private Equity sponsor’s growth thesis—while maintaining accessibility best practices throughout. Then we built day-one launch anticipation through commercials, sizzle and campaign videos, paid search, and a variety of content across social media outlets—driving visibility, engagement, and early pipeline momentum. 

Results

With proven results from the first phase, we are currently working on their 2.0 launch and beyond. We continue to interview stakeholders to get a holistic view of what works, what needs improvement and business goals that the web experience should address.   

A three-phase road map was developed to design and implement a strategic taxonomy system and to introduce languages and customized content for different global regions. Thus, further personalizing and improving the user experience for Vialto Partner’s customers. 

Impact

48M

Viewable impressions 2.5 months after launch

79%

Increase of traffic within 3 months from launch MoM 

100+

Interactions 2.5 months after launch

CASE STUDY

Kibo Foods

Ingredients for a Successful CPG Product Launch

Challenge

Colombian CPG conglomerate, Grupo Nutresa, was launching its first North American product, Kibo Foods—nutritious, delicious chickpea chips—to the U.S. market, exclusively through Amazon. 

They needed a partner that could bring a modern approach to all aspects of their U.S. launch—branding, marketing, owned and paid media, content development, website, e-commerce, fulfillment, media management, performance measurement and optimization.  

Solutions

Since Kibo Chickpea Chips had no previous brand presence in the North American market, it was crucial to determine their potential consumers. We identified online tribes of healthy snackers to understand possible target audiences based on their affinity for similar brands and likelihood to buy snacks on Amazon.com. Three “Healthy Snacker” target profiles were built with hyper-focused demographics—including interests, brand affinities, personality traits, shopping behaviors, influencer relationships, media channel consumption habits and most-engaging content types. 

We then refined the Kibo brand positioning, crafted relevant messaging themes, and established a distinct, playful voice and visual design system. Detailed message maps overlaid the brand strategy to the shopper journeys and confirmed which omnichannel assets, experiences and messages would engage audiences most. We then created an all-in-one visual web design platform that allowed us to build and take the site live without a long development and testing process. Working closely with the Kibo team, we established their digital storefront on Amazon, providing consultation, SEO-backed copy, product imagery, offers and ad assets. 

Then, we created a media strategy to put the right message in front of the audience at the right time. We selected channels, allocated the spend and modeled against goals to ensure a drive to purchase. To get the brand in-market quickly, we conducted a three-day video and photo shoot strategically organized to capture an entire asset library, which included motion graphics, product photography, lifestyle imagery and video assets, allowing us to build a seamless customer experience across the website, social channels, email and display—and setting up the Kibo team for ongoing social engagement.  

Results

We helped Kibo get its start in homes across America with continuous optimization through analysis that fueled robust sales growth. To enable internal marketing and creative teams to execute and extend the brand effectively, we developed an activation playbook that synthesized the brand strategy and summarized brand guidelines. Performance reports and optimization recommendations were delivered monthly to guide ongoing content, theme and messaging decisions. 

Impact

23%

over sales growth projections

CASE STUDY

St. Martin-in-the-Fields

Growing a donor base to help homeless women rebuild their lives

Challenge

Homelessness in the U.K. is on the rise as the cost of living crisis pushes more people onto the streets. Homeless women – often fleeing violence – are even more vulnerable on the street. St. Martin-in-the-Fields, a London-based charity, started the ambitious 18 Keys project to raise £1.8 million to re-develop a hostel in London to provide stable accommodation and services to help homeless women rebuild their lives.

To make this initiative a success, 18 Keys needed to reduce its dependence on institutional contributions and grow its donor base. The project needed a distinctive fundraising campaign strategy to expand its reach and mobilize new donors.

Solutions

Prophet started by analyzing the communications of other charities, isolating the best practices of the most successful fundraisers. With those insights, we interviewed current and potential donors to better understand why, when and how they donate and their perceptions about the explosion of homelessness in London. Then we huddled with the 18 Keys team, ideating new audience segments and key messages for each group. And we revisited the team’s approach to collecting testimonies, knowing that real women telling their stories will have more impact than any other form of marketing.

We distilled those diverse findings into a comprehensive new strategy. That included tone-of-voice principles and vital messages they could use going forward. We helped prioritize the highest-impact channels where they could achieve maximum ROI, and developed tools for creating future content.

Results

Armed with the thinking and tools to enable them to compete with the larger charities, the 18 Keys team has been using Prophet’s guidelines to create distinctive and motivating fundraising campaign messages that compassionately illuminate the plight of women struggling with long-term homelessness. In March 2023, the project surpassed its £500,000 donation target by 6%, keeping it on track to hit £1.8 million by the end of the year.

“This is revelatory. Such a clear and insightful strategy with a weight of detail we simply would not have had access to without your help.”

Caroline Muir
Major Gift Fundraiser at St Martin-in-the-Fields Trust

CASE STUDY

Coherent 

Uniting science and technology leaders under a powerful new brand

Challenge

In 2021, II-VI, a global leader in engineered materials and optoelectronic components, announced its intent to acquire Coherent, a global laser technology leader. Integrating these two powerful organizations would create a global leader in materials, networking and lasers—shaping markets from communications to industrial, electronics and instrumentation. 

II-VI engaged Prophet at this critical inflection point to help them define the strategy and expression for the new company, signaling to the market why it came together, what it stands for and what it promises to deliver. 

Solutions

Leadership wanted to clearly signal its intent to create a truly integrated organization  
and elected to adopt the Coherent name. The word “coherent” has a technical meaning in laser technology, but also means being united or forming a whole—which served as an apt metaphor for the companies coming together. 

From there, we helped them articulate the brand strategy, using leadership perspectives and category analysis as key inputs. For decades, both companies helped their customers develop and design groundbreaking products. Coming together created an unrivaled combination of technologies, platforms and deep expertise that positioned the new Coherent to be their customers’ design partner of choice—helping them not only respond to current demands but anticipate where their customers and industries would go next. With that insight, we developed a brand strategy focused on helping customers shape the future and create a world that’s safer, healthier, and more connected than ever before. We used the brand strategy as the foundation for a modular messaging framework and adapted it for key audiences. 

We brought this idea to life with a powerful new visual identity. The new logo celebrates the atom, foundational to all of Coherent’s products. The new logo features the atomic structure embedded in the typography to represent the full breadth of the integrated Coherent offering. Combining a vibrant Neptune blue with a striking, high-contrast color palette, the dynamic graphic system brings the design language of science to life. 
 
Finally, we supported the brand’s launch with a communications rollout plan and an extensive library of assets, from banner ads to signage to a launch video. 

“Rebranding a multi-billion-dollar company was an opportunity of a lifetime that required the support of a top brand firm. Prophet was a great partner all along the way. Prophet’s process helped us converge towards a bold and highly relevant new visual identity that felt like it would stand the test of time and potentially become iconic in our industry.”

Mark Lourie
Global Vice President of Corporate Communications & Brand Development

CASE STUDY

Swiss Re

Future-proofing the brand in a rapidly changing world 

Challenge

The world – and what needs to be insured and reinsured – is fundamentally changing. Swiss Re, a world-leading provider of reinsurance and insurance, had seen the needs of its clients and partners reshaped by the likes of global warming, the expanding role of digital and data in consumers’ lives, new types of risk and an increasingly disruptive competitor set.  

Swiss Re had already evolved its business strategy to better address these new, emerging realities and the changing risk landscape. But, with a new customer-centric business strategy in place, it was vital that the Swiss Re brand better connected with its audiences in a more compelling way. 

Solutions

Prophet partnered with Swiss Re to redefine their brand strategy, including a refreshed brand positioning, an evolved visual identity and a first-in-kind audio brand. Collaborating with all corners of the global Swiss Re team – and with a deep understanding of the challenges that the brand needed to address – we set about developing a more relevant and differentiated position in the market.   

The refreshed brand positioning now reflects the dynamic, digital-first Swiss Re has become and demonstrates the firm’s growth ambition. This distinctive positioning brings its tech and innovation, data and insights and societal leadership strengths to the fore to better reflect new types of risk that clients face, as well as attract new talent and partners. 

To support the new brand strategy, there was a need to advance the visual identity to embrace all facets of the business and build a sense of ‘oneness’ in today’s digital world. Prophet partnered with the team to activate the identity with a suite of design assets including bespoke imagery, to act as a metaphor for how Swiss Re powers progress and their unique perspectives on the world. And – rather atypical for a business-to-business brand – an audio brand was introduced to strike the right tone and deliver a more contemporary expression of the brand. 

Results

Awarded a prestigious Red Dot Design Award in 2022 and a German Brand Award in 2023, the sophisticated refreshed brand reaffirms Swiss Re’s leading position in the industry as a future-ready business, working to attract new talent, stand out against the competition and unlock new opportunities​ for the company. Well received internally, it is also resonating with employees, enforcing the unifying notion of ‘oneness.’  

“Prophet’s unique approach to strategic design has delivered a far more contemporary and sophisticated expression of the brand. We couldn’t be more proud of the outcome.”

Dr. Jan Dietrich Müller
Head Group Communications, Managing Director

CASE STUDY

Cool Earth 

Developing a diversity, equity and inclusion playbook to unite employees around the world  

Challenge

Cool Earth, a UK rainforest conservation charity, needed to grow faster. It wanted to achieve that growth by increasing donations and working more effectively as a team. An inherently diverse organization, with active initiatives ranging from Peru to Papua New Guinea, it hoped to increase inclusion and connection to drive impact across its geographies.  

Solutions

We started with stakeholder interviews at all organizational levels, and in all regions. Those led to collaborative working sessions, where we helped co-create a revised set of corporate values and behaviors. With those clarified values, the team developed a new plan for diversity, equity and inclusion initiatives to unite employees around the world. And to help these new efforts take hold faster, we developed signature DEI experiences, such as a buddy system. Each employee now has a go-to support person, which improves engagement and increases communication and connection between local teams. 

Results

Cool Earth is putting this playbook and change roadmap to work, including initiatives to provide equal opportunities and localized and empowered leadership. With knowledge-sharing forums, DEI education policies, communication plans and processes to track employee engagement, it’s poised for faster growth. That means it can have more impact where it matters most: protecting the world’s rainforests and the indigenous people who live there. 

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