‘Advancing an agency’
Messaging + Positioning Case Study
How we helped a thriving New York ad agency ravamp their messaging and identity.
THE CONTEXT
A New York-based ad agency had a strong portfolio and years of experience — working with brands like Ferrari and Comcast. While their positioning was solid, it didn’t fully differentiate them in a crowded market. Their messaging felt generic — blending in rather than standing out. They needed a clear, compelling brand story that captured their expertise while making them more approachable to their ideal clients: founder-led brands looking for a partner who understood their journey and could help them shape their legacy.
THE WORK
We worked with agency leaders to analyze and refine their messaging, positioning, and tone of voice to create a distinct, jargon-free identity that was both confident and relatable. The new brand story centered on serving founder-led brands, emphasizing their deep understanding of both emerging and established companies — and the importance of legacy. We crafted a throughline and story that spoke to a specific market, and folks with specific values. This gave the agency a clear way to communicate its unique value and process.
WHAT WE DID:
Brand exploration and discovery
Audience analysis and competitor audit
Messaging and positioning presentation
Collaboration and refinement
Messaging and brand alignment, including website copywriting and strategy
THE OUTCOME
The refined positioning gave the agency a strong, differentiated identity and perspective that resonated with its target audience. Their new messaging became the foundation for their website, pitch materials, and marketing efforts, making their value immediately clear to potential clients. With a sharper tone of voice and a focused brand story, they stood out in a competitive space — not just as another agency, but as the go-to partner for founders looking to build lasting brands.
THE TAKEAWAY
Brand positioning isn’t just about what you do — it’s about how you make people feel. By stripping away both fluff and jargon and crafting a clear, confident identity, we helped this agency connect more authentically with founder-led brands. The right messaging doesn’t just explain — it resonates, giving businesses the clarity and confidence to own their space and attract the right clients.
