In order to reach their 3-year growth targets, mdlondon was looking to update their brand and marketing strategy. In an industry that focuses on innovation, they were looking for a way to double down on their competitive advantages in a way that retained the spirit of their business. I contracted to Brand Hackers to lead a full brand strategy for mdlondon.

Approach

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I began by surveying mdlondon's existing customer base and conducting follow-up interviews to identify loyalty drivers and barriers to purchase. This research informed a customer segmentation and market sizing, along with pen portraits to bring the target audience to life. I crafted a new brand vision, mission, values, positioning, tone of voice, and key messaging frameworks, and also wrote updated website copy. The project's success led to Brand Hackers securing a monthly retainer to implement the strategy.

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