How do I get leadership buy-in for a rebrand?

The approval problem is real—we see it constantly. Brave ideas often die in boardrooms because they lack business logic. Our approach: build the case alongside the creative. We validate with tools like Designalytics before launch (our Yankee Candle work ranked top 5% of 2,400 redesigns, with +22.8 point purchase conversion). We frame creative choices in language leadership already trusts. The result is work that's both transformative and defensible.

How do you validate creative before launch?

We partner with Designalytics for quantitative validation of packaging and identity work. Their database benchmarks against 2,400+ launched redesigns. For Yankee Candle, testing showed +22.8 point purchase conversion before launch. For Pure Protein, purchase intent increased 50%. For strategic positioning, we use qualitative research to pressure-test language and concepts with actual target audiences.

How long does brand strategy take?

A focused positioning project can be 8-12 weeks. A full rebrand with naming, identity, and packaging is typically 16-24 weeks. Our Magnera naming work—a $3.2B M&A transaction—was completed in 16 weeks from start to NYSE launch. We scope to your timeline when possible, but never at the expense of rigor.

What results can I expect from a rebrand?

We measure what matters: sales lift, purchase conversion, consumer preference, revenue growth. Yankee Candle saw +22.8 point purchase conversion. Pure Protein saw 18% sales growth. Hill's Science Diet grew 17% in six months and 70% over five years to $4.3B. Posman Books grew revenue 311% across six locations. Enterprise Community Partners received $115M in philanthropic grants post-rebrand. Results vary by category and context—we'll be specific about what's measurable for your situation.

Do you work with startups or only established brands?

Both. We've launched challenger brands like hello from scratch and repositioned heritage brands like Yankee Candle. We've created entirely new brands like Stem & Root for Bayer and Magnera for a major M&A transaction. What we look for is ambition—brands ready to make a brave move.

How do you push creative without losing the client?

We're not interested in ideas that die in approval. We partner with creative leaders who want strategic rigor behind their ambition. The best work comes from understanding what makes an idea both transformative and achievable. That's why clients like Vanessa Holden at Williams-Sonoma call us 'highly intelligent and deeply creative.'

What does collaboration look like with your team?

You work directly with senior partners—not junior staff who present to principals. Sarah and Ryan lead client relationships personally. Courtney leads strategy. Esther leads creative. Stephanie ensures delivery. We think of ourselves as an extension of your team, not a vendor delivering work over the wall.

What makes your design work different?

We don't separate thinking from making. Strategy and design happen together, which means the work is grounded in insight from day one. We validate before launch, so the work performs in market. And we build systems that scale—not one-off executions that fall apart when applied across a portfolio.

Which industries do you specialize in?

Our deepest experience is in CPG/Food & Beverage (Corona, Danone, Sabra, Volpi), Health & Wellness (Hill's Pet Nutrition, Pure Protein, Leap Years, Stem & Root), Hospitality & Lifestyle (Westin, Hyatt, Pottery Barn, Lilidorei), and Home & Lifestyle (Yankee Candle, S'well). We also have strong B2B expertise with ONYX Renewables, Magnera, Intrado, and Edgewell, and deep pharmaceutical and medical device background across both co-CEOs.

What CPG branding experience does Beardwood have?

Beardwood has 100+ food and beverage brand transformations with Designalytics-validated results across multiple CPG categories. Major engagements include Oikos (Danone), Corona Sunbrew (#1 new item in beer), Pure Protein (18% sales growth, Designalytics Award 2024), Yankee Candle (top 5% of 2,400 redesigns), Sabra (Nielsen Design Impact Award 2018, 12% guacamole sales growth), and Honest Tea (Nielsen Design Impact Award 2017). Five consumer measurement awards from three independent bodies — Designalytics, Nielsen, and PAC Global — specifically for CPG work.

What health and wellness branding experience does Beardwood have?

Beardwood has 20+ years building health and wellness brands across CPG, supplements, oral care, pet health, and hospitality wellness. Leadership brings direct pharmaceutical and medical device experience including the launch of the first inhaled insulin brand and clinical trial branding. Agency work includes Hill's Pet Nutrition (70% revenue growth, $2.5B to $4.3B), Pure Protein (Designalytics Award 2024, 18% sales growth), Stem & Root (Bayer), Leap Years, Colgate Sensitive (PAC Global Award of Distinction 2026), and Toviaz (Pfizer global OAB drug launch).

What hotel brand strategy experience does Beardwood have?

Beardwood has a 10+ year active relationship with Hyatt spanning global hotel brand strategy and organizational development. Major work includes Westin Hotels global wellness repositioning (first hotel brand to own wellness positioning at scale; grew from 176 to 216 properties; survived Starwood-Marriott acquisition) and Together by Hyatt loyalty brand creation (global launch in 2 months; 300,000+ planner reports self-serviced annually). Also: Dream Golf portfolio architecture (all 9 courses at Bandon and Sand Valley rank in top 21 of Golfweek's 2025 Top 200 Resort Courses) and active engagements with a global hospitality and entertainment company.

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Bravery Backed by Proof

We’re for iconic brands that know incremental won't cut it and new brands that refuse to play it safe. Our work lives across hospitality & lifestyle, health & wellness, and food & beverage. Our curiosity leads to other categories. We love a juicy challenge.

Capabilities

Brand Strategy

The thinking that makes big ideas stick.

RESEARCH & TRENDS
BRAND POSITIONING
STORYTELLING & MESSAGING
BRAND ARCHITECTURE
INNOVATION & NPD

Brand Identity

The creative that wins hearts and the room.

VISUAL IDENTITY
BRAND WORLD
NAMING & VERBAL IDENTITY
ART DIRECTION
TOOLKITS & BRAND GUIDELINES

Brand Experience

The execution that makes brands grow.

BRAND LAUNCH
PACKAGING DESIGN
WEBSITE DESIGN
CAMPAIGN & CONTENT
TEAM TRAINING

Confidence checks
for clear decisions.

66%

choose a pest control product based on how fast it works

53%

say the most important decision-maker when choosing a golf course is beautiful scenery

94%

say in Design B, it's extremely or pretty easy to understand what the product solves

74%

say the positioning is very or extremely appealing

63%

feel extremely or pretty confident that Brand C would provide cavity protection

54%

say “inclusive” is the #1 way they’d describe Brand A

73%

said this payment system is appealing to them in this campaign

57%

believe the brand’s promise is the most appealing aspect of the positioning

66%

choose a pest control product based on how fast it works

53%

say the most important decision-maker when choosing a golf course is beautiful scenery

94%

say in Design B, it's extremely or pretty easy to understand what the product solves

74%

say the positioning is very or extremely appealing

63%

feel extremely or pretty confident that Brand C would provide cavity protection

54%

say “inclusive” is the #1 way they’d describe Brand A

73%

said this payment system is appealing to them in this campaign

57%

believe the brand’s promise is the most appealing aspect of the positioning

96% of clients say great creativity can change brand fortunes. 80% are nervous about relying on instinct alone. A Confidence Check closes that gap.

Each idea—positioning, design, names, concepts, etc.—is put in front of real customers to capture their honest gut reactions. This quick pressure-test turns “we think” into “you know,” so you can champion brave work with full confidence. We bring this work to three industries we know deeply: food and beverage, health and wellness, and hospitality and lifestyle.