Grow or Die | Case Study
With a name like “Grow or Die” you can’t go soft on visuals. Ike, a sought-after executive coach, needed his brand to back up the life-changing results he promised his clients.
Still Growing Strong
“I want people to be excited about their growth journey, not just for a season, but for the rest of their life.”
Ike Ubasineke, Owner of Grow or Die
Always Start With Strategy
A new logo may look cool, but alone, it can’t carry the weight of a growing brand—you have to first look at what’s working and what isn’t.
That’s why we begin with Brand Strategy.
Brand Strategy is like putting your destination into Maps and choosing your path to get there. Sure, you could probably figure it out along the way, but a map will get you there a lot faster (with a lot fewer “wrong turns”).
Strategy Delivers Clarity
Our team hosted interviews with Ike’s real customers to look for consistencies and inconsistencies between their words and Ike’s own vision for the brand. With internal research and competitive analysis, we were able to simplify Ike’s key competitive difference, metric of success, and name the core desire of the brand.
For a business like Grow or Die, run by a solo individual, this type of clarity sets guardrails, so on those hard days or big decision moments, you have a clear view of who the brand is, and who the brand isn’t. Brand Strategy not only influences the visual identity of the brand, it also serves as a compass to the business owner when he is tempted to chase the next trend or mimic a competitor brand.
Visual Style & Mood Board
How brand values and strategy come together to build direction
What Iron Man & Spiderman Teach Us
Brand Strategy laid the groundwork, simplifying the Grow or Die brand personality to that of a Sage/Hero brand archetype blend. If you’re new to archetypes, basically, Grow or Die is the “Sage” (the wise advisor and teacher) to their “Hero” clients, who are seeking to prove their worth and endurance through courage and determination.
Basically, the Tony Stark to their inner Peter Parker.
Brand Archetypes are important because as a brand, you represent what your audience is seeking out. You are their internal desires and motivations on display. You acknowledge their fears and show them a way out. You act as the bridge to a better version of themselves.
Brand Voice (How you talk to your audience.)
Honest, Knowledgeable, Candid, Assured, Brave, Guiding
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Audience’s Desires (You promote these outcomes.)
Mastery, Intelligence, Courageousness, Expertise, Development, Growth, Information, Influence
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Audience’s Fears (You acknowledge and offer solutions.)
Ignorance, Incompetence, Powerlessness, Cowardice, Insanity, Downfall, Deterioration, Incapability
Still Growing Strong
Since completing a full rebrand in 2022, Ike’s brand has continued to soar. During the rebrand, we worked with him to redesign a full 11-page Squarespace website (shown here) with client portal, dynamic visual identity system to keep the brand strong, and micro-strategy & design support for a fun marketing funnel called the “100 Day Challenge.”
Ike’s project is a wonderful example of why we are passionate about providing strong branding for business owners—effective branding provides confidence that you’re moving forward toward a goal and that you’re using your brand’s uniqueness to add value to each client you serve.
While the website has since been redesigned, we shake Ike’s hand as his proud Brandmother because the visual system is still growing* strong.
“The Visual Identity System PDF is like your one stop shop brand guide. I looked it it frequently the first year and still look at it from time to time. It has been very easy to partner with other people, since I’m equipped with brand assets and the VIS. People comment often on how well organized I have everything, but little do they know a lot of it has come from working with Fleecher Designs.”
— Ike U, Grow or Die