Developing a dynamic brand for a technology-first subscription commerce company

OceanX, a spinoff of beauty-subscription pioneer Guthy-Renker, was launching its DTC subscription-fulfillment services, and needed a brand strategy and verbal identity to establish and distinguish itself in the category. 

After a series of discovery workshops with leadership, it became clear that OceanX's best-in-class technology platform was only one aspect of its appeal and that there was a much greater purpose for the company. As a subscription-fulfillment business operating in "the new membership economy," OceanX was committed to fostering inclusivity, connection and empowerment for its end users. This led us to the company's brand purpose: Everyone Belongs. 

We worked closely with executives to distill the company's unique offerings into a strategic foundation, then proceeded with verbal identity and story development. The result is a tech-savvy brand that connects with B2B audiences in a human way.

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