Building a Category-Defining Brand for the Future of Work.

How we reimagined BetterUp’s brand to drive awareness, deepen trust, and unlock growth.

The Brief — Reimagine BetterUp’s brand to drive its next stage of growth, building awareness and emotional resonance with its most valuable audiences.

From Complexity to Clarity: Repositioning BetterUp for a New Era.

BetterUp is a purpose-driven company with a powerful mission—but its brand lacked clarity, cohesion, and emotional resonance. The product is rich in substance, but its multi-layered offering was diluting the core story.

To unlock growth and define BetterUp’s place in the market, I led a company-wide rebrand in partnership with the founders, CMO, and CPO. Our goal: clarify the brand’s positioning, sharpen its identity, and connect more deeply with our target audience.

While the mission was clear, the brand expression wasn’t. We were missing a unified narrative and visual identity that reflected the soul of a human-centered company.

The following case study shares the strategic foundation and creative execution behind the rebrand—designed to help people see themselves in the transformative journey BetterUp enables.

The future of work demanded a new approach to growth—one that prioritized people not as problems to fix, but as potential to unlock.

At BetterUp, we redefined how companies support their people: not with reactive perks, but with proactive, personalized development.

We called it mental fitness. Rooted in purpose, prevention, and goal-setting, mental fitness became the mindset behind performance—helping individuals build the agility, resilience, and innovation needed to thrive in work and life.

It wasn’t just a platform. It was a journey of self-discovery. And no one had to go it alone—we positioned BetterUp as the Ted Lasso in your corner, coaching you to show up with clarity, confidence, and courage.