We develop brands from the inside, out.

The Inside

Discover your brand’s reach, audience, market, purpose, and beliefs. How we develop brands is grounded in where that brand will live and who it will interact with. If you already have some of this information, we can leverage that too.

We gather and develop this foundation with:

  • Brand awareness studies
  • Audience insights
  • Market research
  • Stakeholder interview
  • Strategy & tactics
  • Positioning
  • Brand pillars


The Outside

Define the brand with a strategic identity.

If you have a brand that doesn’t properly represent your business, or you have no brand at all yet, these are things we can help you with:

  • Voice and tone
  • Expressions (tagline, key marketing points)
  • Visual identity
  • Campaign concepts
  • Copywriting
  • Brand partnership approach
  • Content strategy


Ongoing Support

If you’re the Founder of a small business, or leading a team at a larger company, we offer select clients:

  • Brainstorms & workshops
  • Strategy advisement
  • Oversight of Brand implementations

Not Your Mother's–A Voice All Their Own

  • Voice and Tone
  • Internal Branding
  • Brand Expressions
  • Packaging Copy
  • Site Copy
  • Voice and Tone
  • Internal Branding
  • Brand Expressions
  • Packaging Copy
  • Site Copy

Almost Doesn’t Count
The attitude of the Not Your Mother’s brand is built into the name. We knew right away that they had a clear sense of who they wanted to be. The challenge Not Your Mother’s was having was capturing this with words, both for consumers and the internal team.

Managing Many Personalities
As a brand on a mission to make salon-quality hair care accessible to all, NYMs has many audience segments and needs to serve. This means a wide variety of collections with new innovations being introduced every year. And if you’re not familiar with NYMs, every collection takes on a personality of its own.

What they needed was a voice that could adapt while still feeling true to itself. We held on to a key attribute from their original brand voice (Bold). Then we added in new attributes that targeted the energy we wanted the brand to bring (Spirited, Enlightened, Entertaining) and included two attributes that would keep the voice flexible (Dynamic, Fresh).


full of energy, enthusiasm, and determination


characterized by constant change, activity or progress


having or showing a rational, modern, and well-informed outlook


new or different


sparking joy


showing an ability to take risks; confident and courageous

Fun but Not Too Much Fun

Any time you’re developing a brand with flavor, there’s a risk it can be overdone. Style rules and a clear start/stop mark for each attribute are developed to keep the voice in its lane.


NOT overzealous


NOT condescencing


NOT jokesters (this should never feel forced)


NOT ungrounded


NOT incomprehensible


NOT arrogant

How This Sounds Internally

Brand Manifesto

Innovating is our love language. We push, so you can play.

We make our own rules—we bend them, break them, throw them out the window and make new ones.

We chase the new so you never run out of inspiration on this journey to being whole-heartedly you.

We’ve been called mind readers. And that’s because we’re always listening, from behind the scenes in sunny Florida, where every innovation starts as an idea, and every product must prove itself before making it to you.

You can count on us to keep the bar high, the ingredients clean, and the love flowing.

So, to our curly girls and clean freaks, to our blondes, beach babes, and brunettes, go ahead, push play on your next adventure. We got you.