Home/Brand Transformation/Mission Project
IgniteRestore

Mission Project. One consequential moment, resolved once.

For when everything turns on a single question: what this brand must stand for, now. We take it from the leadership decision through to the system that carries it into the market.

Duration8 to 16 weeks
PricingFixed fee
MomentsIgnite · Restore
TeamPartner-led
When it fits

Choose Mission Project when this sounds familiar.

  • A new brand, business, category or range
  • A repositioning after the business has moved on
  • A merger, demerger, spin-off or name change
  • A founder-led brand that has outgrown its first identity
The hard part

What usually goes wrong.

A single decision sounds like the easy version. It is the one most likely to be avoided, because everybody in the room has something to lose by naming it.

  • 01The decision gets delegated to the people who are not allowed to make it.
  • 02Everyone agrees in the room, and describes it three different ways outside it.
  • 03The identity arrives before the position it was meant to carry.
  • 04It launches well, and then nothing holds it in place.
How it runs

What happens, and when.

Sixteen weeks at the outside, and the shape barely moves. Everything resolves around one question, so the plan is knowable on day one.

W2W4W6W8W10W12W14W16
Align

Leadership one to one, then a working session that puts the decision nobody has made on the table.

Weeks 1 to 3
Define

Positioning, narrative and architecture resolved into one position the business can act on.

Weeks 3 to 6
Build

Identity, verbal identity and the expressions that make the position visible.

Weeks 6 to 12
Hand over

Guidelines, the brand system and a BrandCode file, so your teams and partners carry it from day one.

Weeks 12 to 16
What you leave with

The deliverables.

Built for the people who will use them, not for a shelf.

  • A brand strategy leadership has signed off
  • Positioning, narrative and architecture
  • Identity and verbal identity
  • Launch expressions for the channels that matter
  • Brand guidelines and a BrandCode file
  • A handover to your teams and partners
In practice

Mission Project in the work.

YOLO · Prime Group brand work by BigBrandTheoryIgniteYOLO · Prime GroupA residence for a life, not a stage of it.Pahadi Story brand work by BigBrandTheoryIgnitePahadi StoryA Himalayan brand from absolute zero.Trend Micro brand work by BigBrandTheoryRestoreTrend MicroTransforming a $2bn global cybersecurity giant.
Where this sits

The rest of the picture.

A programme is the shape of the work. The moment is why you are here, and the stages are what happens inside it.

The moment behind it
IgniteA brand that does not exist yet.RestoreThe business moved on. The brand did not.
The stages inside it
DefineWhat must the brand stand for?BuildWhat makes it recognisably yours?
Seen in these sectors
TechnologyTrend Micro and the rest of the sector.Consumer & D2CPahadi Story and the rest of the sector.Real EstateYOLO · Prime Group and the rest of the sector.
Side by side

How the three actually differ.

Not by how many documents you get. By how many decisions are in play, and who owns them afterwards.

Mission ProjectYou are hereStrategic Programme →Brand Custodianship →
The situationYou know the question.Several questions, and they affect each other.The questions are answered. The risk is drift.
What is in playOne brand, one decision.A portfolio, several markets, or a group in parts.Everything that is already live.
How it runsOnce, end to end.Phased across quarters, against a roadmap we run.Continuously, on a standing rhythm.
Only hereIt goes live, and we hand it over.The roadmap, and us running the sequence.Decision rights. We review and approve.
Who decides afterwardsYou do, with the system we hand you.You do, against the roadmap.We do, inside limits you set.
Duration8 to 16 weeks2 to 4 quartersAnnual
PricingOne fixed feePer quarterRetainer
MomentsIgnite · RestoreAccelerateSustain

We quote one of these, never three. Which one it is comes out of the first conversation, not off this page.

Engagements start at ₹25 lakh

Is this your moment?

Tell us what is happening.