Arrowsmith

"Working with Johannes has helped us to clarify our brand strategy and rethink our branding architecture. It has significantly changed the way we look at our business today."

Challenge

For more than 30 years, Barbara Arrowsmith-Young has been driven by her ambition to advance the development and broader adoption of cognitive exercises that drive neuroplastic change and thus enable better lives.

The Arrowsmith Program had become the center and home of the continuously expanding offering of cognitive exercises. The Arrowsmith brand itself, however, wasn't clearly defined and thus the future direction not clear. Too many messages were competing for attention and the branding architecture and identity no longer reflected her future thinking.

Process

Together with the executive team, we developed a new corporate narrative, anticipating the future and clearly defining what Arrowsmith aims to stand for. Through a series of in-depth interviews and team workshops, we revised the branding strategy and created clear implications for the business and brand moving forward.

Result

The strategic narrative and strategy framework now guides the business culture, identity and development of new products and updated touchpoints. Through continuous advisory along the still ongoing implementation process, I’m working closely with Barbara to ensure her brand represents her vision for the future. The new website, reflecting our joint strategic work as well as an evolution of the corporate identity, will be launched in the summer of 2023.