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As the CEO of an online fitness business for women, I knew that rebranding had to be done right. That’s why we chose to work with Adam—his expertise spans everything from brand strategy and messaging to design and website execution. Adam is a true master of his craft, and the team can’t wait to work with him again!
As RWL expanded, its broad audience made it challenging to maintain a clear, consistent message. The brand’s identity, tone, and creative approach lacked cohesion, making it harder to connect meaningfully with different customer segments. To continue growing while staying authentic, RWL needed a sharper positioning strategy, a refreshed identity, and a more structured communication system.
Bydesign led an in-depth, research-driven approach to define a clear, compelling brand positioning. Through customer engagement and data analysis, we uncovered insights to reshape RWL’s direction.
This clarity informed a refined growth strategy, allowing RWL to connect with each audience without losing brand cohesion.
A critical step was redefining brand architecture to accommodate these distinct groups. We developed a structured system of sub-brands and category-specific offerings, each with unique positioning, tone, and execution—all anchored to the master brand for consistency and scalability.
We delivered a complete rebrand, transforming RWL into a clearer, more scalable, and strategically positioned brand. At its core is a comprehensive identity system that ensures consistency across all touchpoints. We developed a positioning, messaging, and copywriting framework tailored to distinct audience groups, allowing RWL to engage meaningfully without losing cohesion.
To bring the brand to life, we established a refined creative direction and application system, ensuring a cohesive visual identity. This was seamlessly integrated into a fully designed and built website, optimised for user experience and brand storytelling—giving RWL the tools to scale with clarity and confidence.
RWL now has a stronger foundation for growth, with a clearly defined brand that speaks directly to its audience segments without losing authenticity. The strategic repositioning ensures RWL can scale with confidence, engaging its community while maintaining clarity, impact, and consistency.
A legacy brand, revitalised for the future.
