Client based in
Los Angeles, USA
Industry
Home/Consumer Goods
Scope of Work
Muse Definition + Brand Foundation + Strategic Alignment
Business Challenge
Ruggable had redefined the rug category through innovation and rapid DTC growth. As the company expanded across categories, channels and geographies, leadership reached an inflection point: How do we evolve from a breakthrough product company into an enduring brand without losing what made us distinctive?
To do so, the organization needed sharper consumer clarity, stronger internal alignment and a Brand Foundation robust enough to guide product, marketing, retail expansion and culture. With this toolkit, they could step into the next chapter of growth with greater precision and momentum.
Deliverables
Our key deliverables included:
The work was codified in a sharp one-page Brand Foundation and a 20-slide deck unpacking the five elements in depth to help rally everyone internally behind the new brand foundation.
3i focus
Insights + Ideas + Impact
We partnered closely with the executive team and the Founder on a four step process:
1. Qualitative Research - In partnership with Amsterdam-based insights agency This Memento, we conducted focused research across key cities, leveraging focus groups, digital diaries and ethnographic work to create a unified consumer lens going into the workshop.
2. Stakeholder Interviews - We led a number of cross-functional leadership interviews, including the Founder, to surface assumptions, priorities and alignment gaps the Brand Foundation needed to address.
3. Strategic Workshop - Informed by the insights we gained in the research and interviews, we designed and facilitated a highly collaborative 2-day, in-person workshop with the Founder, CEO and a cross-functional leadership team. This is how/when we aligned on the Muse and a clear articulation of Values, Mission, Vision and Positioning.
4. Town Hall Roll-out - Finally, we partnered with leadership to translate the work into a compelling narrative for a Founder-led Town Hall. We help build the storyline and presentation deck to ensure the Brand Foundation landed as a strategic evolution for the entire organization.
Results
Ruggable landed and rolled out a renewed Brand Foundation anchored around a clearly defined Brand Muse as one of its critical unlocks. The Muse now serves as the emotional north star for the brand, while the foundation as a whole now serves as an evergreen operational and strategic tool for seasons to come, informing product prioritization, partnerships and storytelling across the organization. Delivered through a detailed, evergreen deck, the work delivered clarity and alignment for an organization poised for its next chapter of growth.
