Repositioning a legacy brand to connect with new audiences

RWL struggled to engage diverse audiences without losing clarity or impact. Their broad appeal diluted messaging, while inconsistencies in identity, tone, and creative application weakened brand recognition.

To overcome this, they needed a comprehensive positioning strategy, a refreshed identity, and a strategic approach to communication design to create a cohesive and scalable brand presence.

‍Our Approach

To develop a clear and compelling positioning strategy, we conducted an in-depth, research-driven process. Engaging directly with over 35 customers and collaborating closely with the RWL team, we synthesised hours of discussions and applied thematic analysis to thousands of data points. By examining insights both vertically and horizontally, we identified key patterns that shaped the strategic direction.

Through this research, three distinct audience groups emerged, each with unique needs yet united by an overarching narrative. This deeper understanding provided a more accurate reflection of RWL’s customer base and formed the foundation for a well-informed growth strategy.

Given the diverse characteristics of these audience types, redefining the brand architecture became essential. We established a structured system of sub-brands and category-specific offerings, each with its own positioning, tone, and execution. While distinct, every element remained anchored to the master brand, ensuring cohesion while allowing for targeted engagement and scalability.

The Solution

We delivered a complete rebrand, transforming RWL into a clearer, more scalable, and strategically positioned brand. At its core is a comprehensive identity system, alongside a messaging strategy and copywriting framework tailored to distinct audience groups, ensuring clarity and deeper engagement.

To bring the brand to life, we established a refined creative direction and application system, creating a cohesive visual and creative framework. This was seamlessly integrated into a fully designed and built website, optimised for user experience and brand storytelling. Together, these elements provide RWL with the tools to scale confidently while staying authentic and impactful.