A Be Legendary mission
that had to land three different ways.
HPA's mission had to mean the same thing to an athlete, to a parent paying for it, and to an industry judging it. Those are three audiences with three reasons to care, and one story had to carry all of them.
The situation,as it arrived.
An athletic academy sells to the athlete and gets paid by the parent, while its reputation is set by the industry around it. A message that lands with one can easily read as noise to the other two.
The organization also had more ideas than it could tell a story about, which is the normal condition of a company still deciding what it is.
Four moves,in the order they happened.
Run it as workshops, not as a brief
Brand architecture workshops across every team, so the values came out of the organization rather than being written for it. The teams who have to live the message wrote it.
Define what the company actually stands for
Core values and a mission statement agreed rather than asserted, which is what allowed the later choices to be made quickly.
One message, three audiences
The story written so athletes, parents and the industry each hear what matters to them without the company saying three different things.
Then apply it
Purpose, tone and branding made consistent across the company, plus the website and paid media that carry it to each audience.
Everything thatleft the building.
- Brand architecture workshops
- Core values and mission statement
- Brand messaging across three audiences
- Website build
- Paid media
“Pyxl helped us not only challenge ourselves but also define our core values and mission statement. The process allowed us to focus on our story, which is crucial in the startup phase when it's easy to have many ideas.”
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
Your situation is not this one.Tell us what it is.
A senior strategist reads it and replies within one business day, with a straight answer about whether we are the right people.