Brand

CASE STUDY

YWCA of Singapore

Engaging hearts and minds through a redefined brand strategy 

Challenge

Since its founding in 1875, the Young Women’s Christian Association (YWCA) of Singapore has been at the forefront of serving needs of women in the community. With a focus on education, safety, employment and other essential needs, YWCA Singapore has demonstrated unwavering dedication to its mission of serving and bringing women into a community of fellowship. Over the decades, however, as YWCA Singapore expanded its community programs to support marginalized groups beyond women, it faced a challenge: a growing portfolio of diverse offerings supporting different groups without a clear brand story that unifies its people and programs.   

Approaching its 150th anniversary in 2025, YWCA Singapore sought help from Prophet to redefine its brand positioning and story, with the objective to clarify its brand purpose that will resonate with its partners, donors, employees and volunteers and more importantly, appeal to the new generation of women in Singapore.    

Solutions

To uncover the essence of YWCA, we embarked on a deep dive into its rich history and present-day operations. By analyzing archival materials and conducting extensive interviews with YWCA leadership and staff, we gained a profound understanding of the organization’s evolution and aspirations. We identified key strengths, differentiators and perceived gaps of the brand to shape hypotheses for its brand positioning. We learned how the YWCA has consistently strived towards advancing and enriching the lives of women and their families, and how it was pivotal in shaping the role of women through Singapore’s history.  

Additionally, we conducted a high-level best-in-class nonprofit brand audit to learn how these brands communicate effectively with younger consumers today. We also explored the evolving landscape of women’s roles, values and challenges in Singapore, which lent valuable insights into YWCA’s target audience and the unique role YWCA should play in society.   

Through multiple engagements with YWCA’s board members and key staff, we crafted a compelling brand positioning that reflects YWCA’s unique heritage and what the brand wants to be in the future – bringing women together to serve one another with love, for the good of future generations.   

We then distilled the brand purpose into four distinct brand principles:   

  • Serving with Love  
  • Embracing Change  
  • Empowering Lives  
  • Strengthening Communities  

With a refined brand story, we translated the brand positioning into a playbook with actionable messaging guidelines and compelling signature stories that help bring the new brand positioning to life. As part of that, we showcased the transformative journeys of two mothers who benefited from YWCA’s programs. This example brought the YWCA brand story to life and served as a way to inspire and engage with both volunteers and donors. 

Results

Armed with a clearly defined and purposeful brand strategy, YWCA is now activating the brand internally to inspire and unite its volunteers and employees. The organization is also looking to activate the brand strategy externally across all its communications channels to drive stronger brand awareness and relevance with a broader audience.   

“We are incredibly privileged to work with leading consultancy, Prophet, on our upcoming 150th anniversary. The team’s deep insights, strategic thinking, and great facilitation helped us uncover hidden nuggets of our heritage as a first women’s charity in Singapore and guided us in providing a clearer voice to communicate our mission to the future generation. We are extremely grateful that despite this being a pro-bono impact project, the team put in 100% commitment and were so approachable, always just a call away. Thank you deeply for your dedication and gifting of your talents, Prophet. ”  

Ong Puay See
Executive Director

CASE STUDY

Vistra

Building a category of one in corporate solutions 

Challenge

EQT Private Capital Asia (formerly BPEA EQT), the Asian private equity arm of EQT, made significant investments to merge Vistra and Tricor, forming a powerhouse brand in the professional services industry. The newly combined organization was poised to become a top five player in corporate and fund solutions. And with its diversified business portfolio, the new Vistra brand boasts substantial scale, reach and global capabilities.  

Recognizing the need to stand out and redefine the standards for the industry, the newly integrated company faced a series of challenges. Retaining the Vistra name, it needed to reimagine the Vistra brand while integrating Tricor’s brand attributes. Vistra had defined a clear purpose and a brand promise of “Progress Without Friction,” but the full brand power behind it was missing. It needed a purpose-driven brand strategy, a complete visual system and a new culture to bring that purpose to life.  

Vistra embarked on a bold transformation journey to launch the newly integrated company, reimagining itself as a purpose-led brand. It wanted to set a new standard for the professional services sector, both internally and externally. The ambition? Propelling Vistra into a Category of One.  

Solutions

Our journey began with a comprehensive immersion into Vistra’s brand ecosystem. We analyzed strategic reports, brand strategy documents, and merger materials to gain a deep understanding of existing initiatives. Engaging with the steering committee and conducting in-depth interviews with employees and customers, we uncovered insights into the appeal of Vistra and Tricor, including customer loyalty trends and post-merger expectations. 

We quickly understood that while the Corporate and Fund solutions industry had changed significantly due to macroeconomic, technological and regulatory shifts, the key players hadn’t moved the industry forward. This stagnation presented Vistra with an unparalleled opportunity to redefine the brand and become a Category of One.  

Prophet worked closely with stakeholders throughout the extensive brand, visual and culture development process to make sure that it resonated with those who embody the brand and culture in their daily lives. After extensive research, we introduced Vistra’s new brand positioning “The Progressive Ally,” proclaiming the company as the global authority in enabling business growth. This positioning shaped new creative principles that guided Vistra’s verbal and visual identity and helped formulate core brand messages and tailored communications to meet the diverse needs of Vistra’s audiences.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management  flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to  get employees and customers excited about the new brand and to signal change.  

With Vistra’s expansion through mergers and acquisitions, it was crucial to align the sub-brands within the portfolio. Through competitor and industry analysis, we adopted a strategic, data-driven approach, creating a decision tree that gives management flexibility to organize all sub-brands effectively. This will help build a relevant, credible and differentiated brand portfolio. 

To truly empower the organization to live its vision, Vistra’s leadership team understood the importance of transforming its culture. Working closely with the Vistra team, we set out to define a new culture and values focusing on leadership ambitions and employee voices. We conducted “Big Conversation” sessions with Vistra employees worldwide to get their input on the company’s new purpose, values and behaviors, as part of the co-creation process. These were then developed into a brand-culture narrative: Our Story.  

A complete visual system including a brand book was developed in parallel to get employees and customers excited about the new brand and to signal change.  

Results

Vistra officially launched its new brand identity and ambition in March 2024 with an exceptionally positive response. Employees said they felt excited, proud and energized. 

The Vistra team has spoken highly of Prophet as a creative, thoughtful, and pragmatic partner in the time-critical brand development process. As a strategic partner, Prophet continuously supports Vistra in successfully launching and implementing the new brand. 

“Prophet has been an indispensable partner as we reimagine our business from the inside out, recognizing that our culture and values underpin the experience we offer. This provides an important opportunity to differentiate our customer experience and proposition and ultimately further establish ourselves as a trusted partner and employer of choice.” 

Melanie Fitzpatrick
Chief Purpose and People Officer, Vistra 

Crafting a bold new vision

In line with the brand strategy and creative principles, the reimagined Vistra brand is visually bold, confident, direct and purposefully simple. The logotype is distinctive and precise, with a leading edge on the V and rounded angles for resilience. Its simplicity optimizes dynamic use across print, digital communication and new media. 

Every element in the visual system contributes to the reimagined Vistra brand, ensuring it appears boldly and vibrantly. All visual expressions, from graphics to motion, are inspired by the concept of “progress.” 

Adding symmetry and balance

We crafted the symmetrical and balanced V and A as supergraphics within the system, signifying the symbolic meaning of “vision” and “strategy.” In its kinetic form, it showcases the idea of driving positive momentum for its clients, making seamless progress alongside and opening countless possibilities from within. 

Enriching the digital experience

We developed a complete visual system, including a full brand book and supported the web design development process, to build excitement about the new brand and to signal change. We translated the brand’s creative principles into UI design recommendations such as visual hierarchy, readability, engagement and simplicity. We packed these principles into use files and UI components, equipping the Vistra team with the necessary resources to begin the website development.  

CASE STUDY

Invesco

Transforming a global financial brand into the industry’s most client-centric thought leader   

Challenge

The financial services industry often struggles with differentiation, where many brands blend into a ‘sea of sameness.’ Invesco, a global leader in investment management, has long been recognized for delivering unique investment experiences that help clients achieve more in life. However, in a rapidly evolving landscape, staying attuned to client behavior and appealing to a new generation of clients is critical. With a fresh global vision to become the most client-centric firm in the industry, Invesco turned to Prophet to evolve its brand – ensuring it stood out, fulfilled its promise to create greater possibilities for clients and attracted top talent.   

Solutions

To transform Invesco’s brand, we began by challenging them to think differently. What if it looked and sounded less like a typical financial services company and more like a publisher? This editorial mindset became the core of the brand’s new direction.   

We refreshed existing brand assets to leverage their equity while introducing new ones that were enhanced with illustrations and CGI, alongside photography, to visually bring this editorial direction to life. To accompany the visuals, we crafted a new tone of voice, defining Invesco as ‘The Intelligent Conversationalist’ – a persona designed to build relationships with audiences and reinforce their thought leadership.   

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.  

A key aspect of the rebrand was also reaffirming Invesco’s commitment to its employees, crucial for attracting and retaining top talent. We developed a new employee value proposition (EVP) that clearly articulated the mutual expectations between the company and its employees, fostering a culture focused on delivering greater possibilities for clients.   

Given Invesco’s global presence, it was essential to ensure that employees across all regions embraced and embodied the new brand. We launched an activation plan under the theme ‘Like it, Love it, Live it!’ – a month-long campaign designed to build engagement and excitement. Additionally, we developed a new brand platform to provide ongoing access to the brand toolkit and conducted tone of voice training sessions worldwide, creating a unified ‘One Invesco’ voice.   

Results

Invesco successfully launched its new brand, distinguished by a fresh look and feel that set it apart from competitors while delivering on its promise to clients. Employees are now equipped to clearly articulate Invesco’s unique value proposition, unified under the ‘One Invesco’ voice, driving greater consistency across the globe and within each region.

Think Editorial

During our immersion process, it became clear that Invesco’s strength lies in its diverse perspectives. Building on this insight, we established the foundational design principle, ‘Think Editorial.’ This approach encourages Invesco to act like a publisher, infusing editorial flair into both their visual identity and tone of voice. By offering such value to clients, sharing information from useful sources and being a respected voice online, Invesco can position itself as the most client-centric firm in the financial services industry.   

Fine-Tuning our Words

To enhance the editorial impact, we paired the expressive serif of Invesco Editor with the versatile sans-serif Graphik. This combination allows the brand to seamlessly deliver its tone of voice across various needs – from marketing communications to legal disclaimers – ensuring that every word resonates with clarity and purpose.    

“It was essential that Invesco flex its visual system to engage audiences at different stakeholder levels. To achieve this, we used imagery, illustration and 3D visuals with an intelligent, thought-provoking twist to communicate a wide variety of messages across the business.”

Shammi Umeria
Associate Creative Director, Prophet

Bringing it all together

We crafted a wide array of assets, including illustrations and CGI, to enable fresh, dynamic communications while avoiding over-reliance on any one asset or image style. A flexible framework was essential to effectively utilizing these assets. Collaborating closely with the internal brand team, we developed an online brand hub, complete with guidance and training modules, empowering teams to embrace and celebrate the brand with a unified visual and verbal approach.   

Clearer analysis  

Data is Invesco’s lifeblood and their expertise lies in making it meaningful for clients and partners. To support its goal of becoming the most client-centric organization in the industry, we created distinctive and clear data visualizations. By carefully curating color selections and sequences, we ensured that insights are always presented with simplicity and clarity.   

Everything in its right place  

Visual assets are not enough on their own. How they’re arranged is just as important as the assets themselves. We designed an underlying grid system that enables Invesco to consistently present information across all communications, ensuring everything is in its right place and delivering a cohesive brand experience .

“We’re moving away from a legacy of multiple identity variations, to create one clear, global brand. Where the brand needed to ‘Act Local’ the assets adapted to cultural nuances, localizing communications and staying connected to Invesco’s clients.”

Gregg Finlay
Executive Creative Director & Partner, Prophet   

CASE STUDY

Morphy Richards

Reimagining the iconic home appliances brand to delight global audiences

Challenge

Morphy Richards, founded in the U.K. in 1936, is a leading home appliance brand with a long heritage. Despite the popularity, perceptions of the brand – particularly its British heritage – have grown less favorable. In some markets, consumers have begun to see the brand as unimaginative and outdated. 

The new owner acquired the company in 2023 and tasked Prophet with reimagining Morphy Richards’ brand identity, unlocking growth opportunities in international markets. Morphy Richards needed to be reimagined as a truly global brand, with a plan for product development over the next three to five years. 

Solutions

To achieve maximum growth, we believe that a company’s brand strategy should always go hand-in-hand with its business strategy. So, we started by learning all we could about Morphy Richards’ vision. We conducted in-depth interviews with senior management and distributing partners in different markets, reaching a precise alignment: Morphy Richards strives to become a leader in small home appliances in multiple categories. As a premium brand, it is innovative and has a distinctive style. Morphy Richards is committed to connecting closely with consumers, providing products that fill their daily lives with delightful surprises. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

In line with this vision, we mobilized global resources to launch qualitative research in four countries, gaining deep insights into consumer lifestyles, attitudes, category consumption habits and brand preferences. Through a systematic and comprehensive analysis, we identified the target audience, focusing on middle and upper-middle-class families seeking to balance family, career and personal life. These consumers want home appliances that express their individual styles and embrace technology. 

During this immersion process, we also realized that the Morphy Richards brand faced complex challenges from consumers and distributors. That required looking at the brand through two distinct lenses. Consumers in different global markets have varying perceptions of the Morphy Richards brand and distributors have different understandings and expectations. 

Prophet developed a multi-lens model to derive potential positioning territories. We landed on a positioning centered around “innovation” and “smart life.” 

Multi-Lens Positioning Model

After we helped Morphy Richards answer the critical “who are we?” question, we helped it articulate the values and promises it brings to consumers. We also showed how those elements deliver against the brand’s positioning. These comprehensive frameworks laid a solid foundation for Morphy Richards’ future brand building. The refreshed brand positioning also provided clear direction for product upgrades and innovation.  

We recommended updating the brand tagline from “Smart Ideas for Your Home” to “Smart Ideas for Your Life” to reinforce the brand positioning and underline Morphy Richards’ extended value proposition. The product team at Morphy Richards has begun to incorporate the refreshed brand positioning into the product design and planning process. The concept of “integrated innovation” has become the center of gravity of new product development. 

Based on the new brand positioning, we developed a visual identity system. We retained the brand’s classic red elements while transforming traces of its British look into a dynamic and stylish visual system. It is modern, yet also true to the Morphy Richards legacy. We developed a detailed brand book, providing clear definitions and guidelines for applying different elements of the visual identity system, including the logo, graphics, colors, packaging, fonts and photography. 

Results

Morphy Richards officially launched its new brand identity in April 2024. The refreshed brand has injected new energy into the Morphy Richards organization and helped its brand team clarify the goals and mission for brand building and product development, driving uncommon growth in its new chapter. 

To support the brand positioning upgrade, Morphy Richards will continue to launch innovative products in international markets, striving to elevate people’s quality of life by bringing smart ideas to their homes. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

“Our team holds great respect for the new brand positioning of Morphy Richards, which represents both our past legacy and future ambitions. It has become a benchmark for our work. Despite the challenges, this process has helped us align multiple departments.

Before every product idea, we now ask ourselves: Does it convey ‘smart life’? Is it innovative? And does it create an improved user experience? We are excited about this positive, purposeful change. We believe it will endure through longer growth cycles, enabling Morphy Richards to enter thousands of new households and become genuinely known and loved.”

Ray Zheng
CEO

Embracing “Morphy Richards Red”

Morphy Richards has been using two visual identity systems in different global markets. The visual system with the “Morphy Richards Red” as the primary color has been used longer and on a broader scale, especially in China. We recommended Morphy Richards retain this classic red in the refreshed visual identity to reserve and consolidate its brand assets. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Creating an Ownable Supergraphic System

We developed a modular grid system incorporating the arc elements from Morphy Richards’ “M” and “R” to design a flexible, simple, and easy-to-use supergraphic system. 

Interpreting the Unique DNA of British Design

As a brand that originated in the U.K., elements of Morphy Richards heritage are essential in the new brand positioning. Prophet’s design teams in Hong Kong and London immersed themselves in debates about what makes British design truly distinctive, ultimately settling on four characteristics of the British DNA that would strengthen the brand in its reinvention. These characteristics are fundamental elements and design logic to create the “most Morphy Richards” visual system. 

CASE STUDY

Hapag-Lloyd Cruises

Refreshing a brand experience to be more relevant for the next generation

Challenge

Hapag-Lloyd Cruises (HLC) is a leading luxury cruise company, renowned for its fleet of five cruise ships, including the 23-year-old EUROPA. According to the Berlitz Cruise Guide, EUROPA has been the best cruise ship in the world since its launch, embodying the classic luxury favored by the traditional social elite. This includes festive etiquette, evening wear, fellowship among peers at fixed group tables and impressive furnishings. 

However, HLC recognized that the luxury market and the preferences of guests and potential new customers are evolving. To maintain the high standards of EUROPA and modernize its appeal, HLC partnered with Prophet for a comprehensive development of its brand, experience and marketing. The goal was to preserve the ship’s soul, hospitality and personalized service while adapting to contemporary luxury trends. 

Solutions

The project began with 360-degree market research, including surveying employees and existing and prospective customers. The team identified tourism and lifestyle trends and analyzed the competition. 

Based on the research findings, a current understanding of the target group and strategic growth options were defined, developed, evaluated and prioritized. This data-driven approach led to a clear reorientation, with the management and team defining “Cool Conservatism” as the new guiding principle for EUROPA. 

Next, the product and marketing strategy was developed. The EUROPA REFRESH program was introduced to address the needs and desires of modern cruise passengers, focusing on fitness, health and relaxation. The emphasis was on promoting a mindful lifestyle and holistic well-being. 

Marketing efforts were also revamped. The new imagery and tone communicated EUROPA’s “Cool Conservatism” concept across all relevant touchpoints to both existing and new customers. 

Finally, the new product concept was implemented throughout the organization via a comprehensive change management process. 

Results

The comprehensive realignment allowed EUROPA to stay competitive in the luxury segment. The ship now presents itself in a more modern and casual manner, consistently embodying the new target image. The organization can rely on the in-depth target group knowledge developed during the project, ensuring a customer and needs-oriented approach. 

CASE STUDY

Internet of Production Alliance

Branding a nonprofit revolutionizing mass production for all

Challenge

In a rapidly globalizing, tech-driven world, traditional mass production systems are falling short: they’re too complex, slow, inflexible and damaging to the environment. The Internet of Production Alliance, a nonprofit organization, aims to revolutionize this space by transitioning to a decentralized production model — one that empowers individuals to produce goods locally and sustainably. By bringing together innovators, entrepreneurs, engineers, academics, makers, manufacturers, designers and NGOs, the Alliance envisions a transition from mass production to production by the masses. These open, accessible, and decentralized systems will allow people to produce whatever they want, wherever they want. 

It’s a complex mission. The organization required a compelling brand strategy to rally members internally and create cohesion. And it needed to effectively communicate this extraordinary vision to external audiences, attracting partners and donors. 

Solutions

Prophet moved fast. In just 12 weeks, we consulted with their key stakeholders and developed a brand positioning strategy that rallied members around a shared vision: a future where everyone can contribute to the production of physical goods. We highlighted how the Internet of Production uniquely delivers its brand promise by harnessing the transformative potential of decentralized production, benefiting businesses, individuals and the planet. The positioning was brought to life through tone and messaging recommendations, enabling alliance members to communicate effectively, show up as a united front and build equity in the new brand.  

We then designed a compelling visual identity inspired by the technical blueprints that are so familiar to stakeholders, blending manufacturing precision with a human touch. 

Results

The organization strategically sought to engage new donors and partners, focusing on corporations and high-net-worth individuals. The brand’s rejuvenation empowered the Internet of Production Alliance to captivate these audiences, significantly enhancing the organization’s stature and trustworthiness. As a result, the Internet of Production Alliance has attracted talented new staff and seen its fundraising pipeline increase by over 300%, showcasing the remarkable impact of the rebrand.

“Previously, we hesitated to present our cause or direct people to our website due to its appearance. Our messages were getting lost. Now, we feel excited and eager to showcase our brand to the world; we’re proud of our brand – it is attractive and it reflects the scope of our ambition. What Prophet did, and even the wonderful way they did it, changed the game.”  

Andrew Lamb
Chair & Co-Founder of the Internet of Production Alliance

CASE STUDY

CUNA Mutual Group Becomes TruStage 

Introducing a single powerful brand, from strategy to execution 

Challenge

CUNA Mutual Group, a storied financial institution rooted in the credit union movement, has grown and diversified over its 80-year history. By 2021, it had become a $5 billion mutual insurance company providing services to credit unions, their members and other financial institutions. But while it delivered many products and services, it did so by using many different brands. CUNA Mutual Group wanted a unified strategy that matched its ambition, enabling it to continue its growth trajectory.

Solutions

To develop their vision for the future, CUNA Mutual Group partnered with Prophet, leveraging our interdisciplinary approach to craft a single-brand strategy, marrying the enterprise’s strong history with its growth ambitions. 

This cross-functional team started with a clarified purpose for the enterprise, including the brand’s promise and principles. Using this distilled North Star, the organization now had somewhere to turn to ensure product-level value propositions align with core values and its plans for the future. 

TruStage, CUNA Mutual Group’s successful insurance brand, emerged as the answer. TruStage illustrates how the company builds on trust, helping customers and the people they serve confidently navigate every stage of their financial journey.  

Prophet worked closely with the company as it activated the new TruStage brand, finding ways to elevate and expand this brand for all stakeholders. 

A core component of this approach involved equipping teams with the tools to pursue continued growth. That entailed bringing the new brand to life with comprehensive training to support employees. We created inspiring activations, designing immersive digital and physical employee experiences deployed during launch week, and giving them everything they need to carry the momentum forward. We also produced a comprehensive external brand campaign, including creative assets and tactical media plan, for the launch.  
 
All told, Prophet delivered:   

  • Brand architecture and nomenclature strategy that supports a single brand strategy 
  • Visual and verbal identity and core messaging for key audiences 
  • A unified web experience that streamlined multiple unique web properties under one digital front door 
  • A purposeful and holistic enterprise content strategy 
  • Social channel architecture and taxonomy that clarifies and reinforces the single brand strategy  
  • A first ever corporate brand campaign, including comprehensive creative development and media plan 
  • An ongoing brand health tracking system 

Results

The TruStage enterprise brand launched in May of 2023, generating exceptional internal and external engagement. Employees – many working remotely – returned to the office for various events during launch week, with an impressive 83% participation rate. The brand awareness campaign reached nearly 42 million targeted users, with ad engagement rates five times stronger than projected. 

“Prophet was an instrumental partner in launching our TruStage brand, working closely with our teams as collaborative partners, to help define our brand strategy and architecture, and develop an integrated internal and external launch plan that brought our brand to life for our employees and our current and prospective customers. Prophet’s expertise enabled us to achieve strong impact at launch, providing over 5x more engagement than anticipated and more efficiently than we were expecting.”

Eric Hansing
Chief Marketing Officer

CASE STUDY

JetBlue

Sending an iconic airline and true challenger brand soaring into the future  

Challenge

JetBlue, a prominent U.S. airline, was founded with the grand ambition of challenging other established carriers. Based on the promise of excellent, affordable service, JetBlue consistently offers customers a better way to travel. 

Despite being known for its distinctive wit and irreverent spirit, the company’s visual identity had grown tired, having travelled a few too many miles without a meaningful rebrand since its initial launch. JetBlue no longer reflected how its employees and travellers saw the carrier, nor did it capture what made the brand special. To address this, JetBlue engaged Prophet to refresh its brand and better reflect its competitive edge in the airline industry.   

Solutions

We evaluated each touchpoint in the JetBlue experience, assessing the airline’s existing identity and market positioning. Initially, our focus was on re-energizing JetBlue’s day-to-day marketing communications. However, through close collaboration with the JetBlue team, it became clear that a more comprehensive approach was needed.

Our scope expanded, and we embarked on crafting a holistic vision for the brand’s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Our scope expanded, and we embarked on crafting a holistic vision for the brand’s future. Together, we developed and launched a completely revitalized JetBlue brand identity. 

Results

The ambitious rebranding initiative has positioned JetBlue for its next stage of growth and demonstrates its ongoing dedication to innovation. Entering a transitional year with an invigorated visual identity, this strategic shift has already led to increased customer interest and conversion. JetBlue continues to challenge industry norms, redefining what customers can expect from a cost-conscious airline. And this differentiating spirit is now beautifully reflected in the new brand identity and the plane liveries. 

Re-asserting JetBlue’s challenger spirit

Our idea centered on a core truth at the heart of the brand: its challenger spirit and character. Every creative decision was made to vividly bring this unique personality to life. 

“JetBlue’s brand is synonymous with irreverence and personality, yet its identity wasn’t fully embodying these traits. Our mission was to bring this back at a time when the company was preparing itself for its next stage of growth.”  

Andres Nicholls 
Global Executive Creative Director  
Prophet

An expression of joy

A joyful, fun and contemporary brand expression came together through an enhancement of their colour, type and imagery. A system that gave the brand flex and the ability to play, delivering genuine brand moments that put a smile on customer’s faces.

Wit, positivity and plenty of carry-on character

Tone of voice has always been a key differentiator for JetBlue. We meticulously crafted every element of the visual identity system to amplify that voice. It’s designed to be flexible and seamlessly adapting to the practical requirements of each touchpoint, ensuring the effective delivery of JetBlue’s distinctive writing style. From the typeface to the color palette and copy, every aspect communicates with humor, capturing JetBlue’s youthful energy and positivity.

Illustration that tells a story 

Collaborating with Ben Wiseman, we crafted playful illustrations that narrate travel stories and provide imaginative perspectives. Ranging from the whimsical to the extraordinary, they express concepts that can’t always be captured through photography alone – providing yet another way for JetBlue to stand apart from the crowd. 

Imagery captures moments we love 

We’ve all encountered the typical, overly polished destination images. Our approach was to capture those authentic micro-moments that resonate with customers. By keeping imagery simple, subtle and uncluttered, our marketing becomes more relatable – without falling into clichés. 

Created to drive impact 

JetBlue’s new designs aim to turn heads, make a statement and elevate every moment of the experience. Setting an ambitious vision from the outset, Prophet and JetBlue have reshaped the brand expression into one that honors the past while preparing the carrier for its next phase of growth. The rollout continues across many of JetBlue’s primary marketing and communication channels.

Reimagining JetBlue’s liveries  

The project also evolved to include a redesign of JetBlue’s commercial livery. The reimagined identity and updated livery honor JetBlue’s legacy by retaining recognizable tailfin patterns, now extending beyond the tailfin to envelop the entire rear fuselage, ensuring maximum brand impact, visible both in the skies and at the gates.  

“Opportunities like this don’t come around very often. Guiding transformative change for an iconic brand like JetBlue, working so closely with their team, has been a privilege. The company is on an exciting journey and being part of it has been a phenomenal experience.” 

Chris Benson 
Associate Creative Director
Prophet

Launching JetBlue to the world  

The first of the new designs took flight in the second half of 2023, heralding the beginning of JetBlue’s fleet-wide transformation. We’re proud of how we helped make the fleet bolder. Bluer. Newer.

CASE STUDY

China United Airlines

Transforming the brand experience to new heights and journeys abound 

Challenge

Following a merger and transformation to position itself as a mass-market and low-cost airline in 2014, China United Airlines (China United) achieved rapid business growth, transporting over 10 million passengers every year. As one of the first airlines to be relocated to Beijing’s Daxing Airport, China United has maintained exceptional operations that ensure high quality and safety, reaching all four of its key objectives. China United’s successful launch at the Daxing Airport marks a new chapter of its journey as a key player in China’s aviation industry. 

Striving to provide its customers with diverse and affordable flight options, China United continued its transformation through its data strategy and product innovation. With this ambition, the airline wanted to further inject energy and momentum into its brand, propelling the company to elevate its passenger experience. 

To achieve its vision of becoming a trusted and preferred airline by all stakeholders, China United partnered with Prophet to refresh its brand identity and end-to-end customer experience. 

Solutions

Our team set out to create a distinctive and ownable brand identity for China United. We began by diving into the unique brand DNA and uncovered two distinctive equities:  

  • Diversity: China United brings people together with diverse travel destinations and experiences, giving travelers a variety of choices and options to make their journeys special. 
  • Energy: From past to future, China United is constantly evolving for the betterment of our communities, passengers, and employees, thanks to its collaborative and efficient culture. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Prophet translated these unique equities into a brand-new design direction “Evolving travel”. Building upon the design direction, we crafted a new brand logo with a kinetic logomark and its Chinese logotype. We also curated a distinctive brand palette and typographic style, developed a travel photography style fused with the warmth and romance of magic hours, and created a series of applications throughout the passenger journey. The brand’s fresh visual identity expertly uses dynamic lines to capture the vibrant energy and fluid motion of the China United brand. 

Results

Our work to transform the China United brand supercharged the airline’s ambition to offer a world-class end-to-end customer experience, breathing new life into the passenger journey. From new check-in experiences to new inflight amenities and captivating livery designs, the dynamic visual identity enables China United to create more delightful moments for its customers and employees.  

Creating the New Brand Logo

The new brand logo is designed based on the alphabet “C” for China United Airlines. The sleek contours of the letter “C” embody the excitement and thrill of takeoff, symbolizing the wings of boundless freedom in flight. The use of dynamic, circular lines not only signifies a continuous journey but also represents the spirit of exploration and innovation that drives the airline forward, capturing the essence of China United’s commitment to delivering exceptional travel experiences. 

Defining Distinctive and Impactful Brand Colors

In a departure from conventional industry norms, our selection of high contrast and saturated colors brings a fresh and distinctive allure to the brand. This unconventional palette injects life into our design, leaving a lasting impression that is both impactful and unmistakably unique.  

Transforming the End-to-End Passenger Journey

We helped to prepare for the application of the new visual identity throughout the passenger journey from online to offline (O2O), ensuring a unified brand experience, creating a cohesive and elevated visual language across the touchpoints. 

Constantly Evolving 

China United is dynamic and continually evolving. From its past to its future, transitioning from a low-cost airline to a world-class economy carrier, Prophet has helped China United in its constant evolvement for the benefit of society, passengers, and employees. 

Discover More 

In the bustling Beijing Daxing International Airport, China United proudly serves tens of millions of passengers with exceptional quality. Prophet played an important role in infusing visual experiences and thoughtful touchpoints that seamlessly guide and delight customers throughout their journey with China United. 

“The upgraded brand logo and visual identity of China United Airlines have imbued the organization with renewed energy and momentum, driving us to constantly improve our services in order to create wonderful travel experiences for our passengers.” 

China United Airlines

CASE STUDY

Personify Health

Creating a bold new healthcare brand that puts people at the center 

Challenge

How do you build and launch a first-of-its-kind health and wellbeing company?

A company that brings together two leading players, who serve different audiences with different capabilities, and compete with different competitors? 

We asked ourselves these questions when we were chosen to create the brand strategy and expression for the merger of Virgin Pulse (a leading digital-first health and wellbeing company) and HealthComp (the largest independent health-plan administrator).

The new company was formed to tackle increasing healthcare costs and complexity with an innovative, holistic approach, offering health benefits administration, engaging wellbeing programs, data-backed analytical tools, and concierge-level service—all on one platform.  

From how to go to market, to what name to use, to how to bring the brand to life, one answer emerged and guided us throughout the work: it’s all about the people. Partnering with leaders from the combined organization, we created the new brand that was publicly unveiled in February 2024. 

Solutions

After careful analysis—conducted in partnership with New Mountain Capital and executive stakeholders—that modeled the upside value, risk, and costs of different scenarios, the team decided to part from the iconic “Virgin” brand in favor of a new name that signaled a bold strategic shift. 

Once the decision was made to migrate to a new brand, we had to bring it to life. It was clear that a company offering a first-in-kind combination of solutions needed a first-in-kind way to describe itself. Centering on the strengths of personalization, connectivity, and engagement, we coined the term “personalized health platform,” combining these ideas with key differentiators (integrated tech and scalability) to describe the new category. The brand strategy brought forward this idea, positioning the brand around a bold purpose to engage and empower people to lead healthier lives. 

From there we explored numerous territories and styles before ultimately selecting the name Personify Health, which emphasizes the company’s commitment to bringing more humanity to a category that is too often lacking it. The name was supported with a new tagline, “Because health is personal” and a bold new verbal identity. The brand voice and messaging strategies were modular enough to flex for various audiences and content types and felt freshly disruptive to break from the informative, serious expressions of their competitive set while underscoring the company’s credibility. 

Building on the people-first approach, our team crafted the visual identity with an emotive brandmark that acts both as a monogram for the logo and the personification of the brand. With an ability to flex between a bolder, consumer approach and a more measured B2B expression, the rest of the visual identity was designed to feel empowering, highlight the uniqueness of our audiences, and stand out. We developed a color palette around a distinctive yellow to convey warmth and optimism.  

Once the decision was made to migrate to a new brand, we had to bring it to life. It was clear that a company offering a first-in-kind combination of solutions needed a first-in-kind way to describe itself. Centering on the strengths of personalization, connectivity, and engagement, we coined the term “personalized health platform,” combining these ideas with key differentiators (integrated tech and scalability) to describe the new category. The brand strategy brought forward this idea, positioning the brand around a bold purpose to engage and empower people to lead healthier lives. 

From there we explored numerous territories and styles before ultimately selecting the name Personify Health, which emphasizes the company’s commitment to bringing more humanity to a category that is too often lacking it. The name was supported with a new tagline, “Because health is personal” and a bold new verbal identity. The brand voice and messaging strategies were modular enough to flex for various audiences and content types and felt freshly disruptive to break from the informative, serious expressions of their competitive set while underscoring the company’s credibility. 

Building on the people-first approach, our team crafted the visual identity with an emotive brandmark that acts both as a monogram for the logo and the personification of the brand. With an ability to flex between a bolder, consumer approach and a more measured B2B expression, the rest of the visual identity was designed to feel empowering, highlight the uniqueness of our audiences, and stand out. We developed a color palette around a distinctive yellow to convey warmth and optimism.  

The new visual and verbal expression is being used across an array of functions, from mobile apps to tradeshow environments. Prophet also designed and developed the new website in partnership with the Personify Health team. The site was designed to reach different audiences, across markets, with varying priorities—all while telling a unified brand story to drive more leads. 

Results

In early 2024, the rebranding was publicly announced and garnered overwhelmingly positive reactions, especially from a key stakeholder audience: the employees of both legacy brands. Employees rallied around the new name, positioning and expression. Customers and prospects showed interest too, with many reaching out with questions and partnership inquiries. 

  • “I love it. [Personalization, patient- and people-centricity]—all things the industry can use more of.” – Industry analyst from Gartner reacting to the launch 
  • “Celebrating both the great name (which is hard to do these days!) and the great combination you’ve forged. Onward to continuing the bold mission to support people in their best health.” – Health economist  

6.1M+

impressions driven by 10 original media articles within the first two weeks (with an exclusive feature in Fierce Healthcare, and coverage in Digital HealthWire, Endpoints, FirstWord HealthTech, HIStalk, MobiHealthNews, Providence Business First, and more)

12k+

impressions of CEO Chris Michalak’s LinkedIn announcement after 8 hours, including 600+ reactions, comments, and shares

Prophet’s interdisciplinary teams worked together to launch the brand and website in rapid time. Our ability to deliver speed-to-impact was enabled by our collaborative partnership with Personify Health’s key decision makers, including Chief Executive Officer Chris Michalak, Chief Marketing Officer Erica Sniad Morgenstern, and private equity owners at New Mountain Capital. The full brand migration will be complete by early 2025. 

This work not only resonated with consumers and the market—it also aligned seamlessly with New Mountain Capital’s thesis, validating brand as a lever for accelerated value creation. 

“Our company’s strengths around personalization, human centricity, and partnerships provide compelling and differentiated opportunities for the new brand. Personify Health emphasizes our commitment to creating health experiences that put people at the center of every interaction. This was an incredibly rewarding project with unbelievable talent and support from Prophet, our CEO Chris Michalak, and others.”

Erica Sniad Morgenstern
CMO

CASE STUDY

International Health Partners

Reimagining a software system to drive growth and global impact

Challenge

International Health Partners (IHP) is a global NGO committed to providing quality, long-dated medicines to disaster-hit and vulnerable communities worldwide, regardless of location or demographic.​ In pursuit of this mission, IHP developed Boaz, a cutting-edge product donations management software designed to enhance efficiency and compliance in the donations process. However, IHP encountered a significant challenge in actualizing its growth ambition for Boaz. Seeking to transform the software into a driver for expanding global access to medicines and generating a sustainable revenue stream, IHP sought assistance from Prophet.

Solutions

With a multidisciplinary team, Prophet set to work to support Boaz’s growth ambition focusing on brand enhancement, user experience refinement and operating model optimization.    

Collaborating closely with the IHP team, we conducted a strategic review of Boaz’s brand and user experience, with the aim of elevating its customer journey to a premium, scalable level while ensuring operational sustainability. This involved the development of a comprehensive Boaz customer experience map, meticulously detailing each step of the user journey. Through iterative testing and refinement with Boaz users, we ensured that every interaction with the platform was intuitive, efficient and aligned with IHP’s mission.

We then crafted four distinct brand territories, leveraging Boaz’s strengths and unique differentiators to create a compelling brand positioning statement that effectively captured its purpose and promise. This involved communicating Boaz’s impact, engaging Corporate Social Responsibility (CSR) and Environment, Sustainability and Governance (ESG) teams and maintaining visual cohesion with the overarching IHP brand.

Moreover, we equipped the IHP team with the operational organization setup necessary to bring Boaz’s vision to life. Through capability assessments, a detailed 5-year roadmap and financial modelling, we provided actionable insights to guide Boaz’s growth trajectory and ensure long-term success.  

Results

Armed with the expertise and resources provided by Prophet, the IHP team seamlessly integrated Boaz into their operations, utilizing the materials and support across various initiatives, from sales pitches to committee budget reviews. Boaz’s webpage is also now live, marking a significant milestone in their journey towards expanding global access to medicines. 

Client Testimonial

“The comprehensive support provided by Prophet, spanning from the brand guidelines to pitch formulation and customer journey mapping, has left us with a clear roadmap for our next steps. We now have a solid foundation and actionable insights to drive Boaz forward and maximize its potential.”

Colleen Harrison-Dodds
Director of Compliance and SaaS at International Health Partners

CASE STUDY

Eat. Learn. Play

Refreshing Eat. Learn. Play’s compelling brand to elevate their mission 

Challenge

Eat. Learn. Play. is an Oakland-based public charity dedicated to unleashing the amazing potential of every child. Founded in 2019 by four-time NBA champion and two-time MVP Stephen Curry and entrepreneur, host and two-time New York Times best-selling author Ayesha Curry, Eat. Learn. Play. launched with a focus on improving the lives of kids and families in Oakland, the Bay Area and across the country. Rooted in three of the most vital pillars for a healthy childhood—nutrition, education and physical activity — Eat. Learn. Play. works to ensure that every child in Oakland has access to the nutritious food they need to be healthy and thrive; resources to learn and love to read; and safe places and equitable opportunities to play. The organization has been on an amazing journey since their inception, creating meaningful impact for the community it serves. Nearing their four-year mark, they recognized the need to hone in and more effectively communicate the scope and scale of their work at the highest level—elevating their mission to tell a concise and compelling story about what makes them special, and their continued impact on the Oakland community.  

Solutions

To understand how similar organizations were talking about their work and missions, we underwent a deep immersion in the space. We also spoke with Eat. Learn. Play.’s stakeholders and staff to understand the organization’s impact to date and uncovered key themes that weren’t coming through in their current communications. To elevate these themes, we created a brand strategy that showcased the full scope of their mission to bring the uniqueness of Eat. Learn. Play.’s work to life. Then, to activate the refreshed strategy and drive content creation, we created a set of voice principles to guide their tone of voice and a set of key messages that could flex across primary audiences, such as donors and program partners. We included a range of updated content to demonstrate how this new voice and messaging could be activated across channels. We also developed a brand narrative, to tie together the strategy and verbal expression to tell the story of who Eat. Learn. Play is and highlight the meaningful work they are doing across the Oakland community.   

Using the brand strategy as a foundation, we then created a new visual system including a refreshed logo design and color palette. Eat. Learn. Play relaunched their brand and mission in 2023, as part of that, we produced a brand anthem video meant to not only inform and educate audiences, but also to build excitement about the refreshed mission and strategy. The video was produced to be used for donor presentations and eventually for their refreshed website.   

Results

The overall brand refresh and anthem video positions Eat. Learn. Play for their future growth, but also helps them deliver on their commitment to change the school experience for a generation of Oakland students. Across Eat. Learn. Play social media channels, the brand anthem video received over 4 million total impressions. Around the time of the video launch, Eat. Learn. Play announced their enhanced strategic vision and goal to raise $50 million in additional educational support and resources for students in Oakland by end of the 2026 school year.  

“We are so grateful for the work the Prophet team created for Eat. Learn. Play. They approached the overall project with an impressive level of passion, joy, care, and professionalism. Our brand narrative, voice, messaging, and visuals are much stronger now than when we started this work together. Their strategic and thoughtful approach helped to unlock so many invaluable insights for Eat. Learn. Play. I can’t recommend the Prophet team highly enough.”  

Chris Helfrich
Chief Executive Officer
Eat. Learn. Play.   

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