Against All Odds
Amplifying Untold Stories with Strategic Clarity
The
brief
Establishing a brand that enables growth
Against All Odds (AAO) is a platform designed to amplify the voices of wisdom from the successful BAME community, sharing powerful, authentic stories to inspire and engage an interested audience.
AAO approached us to help establish a brand that could support its growth and long-term ambitions. The brief was to define its purpose, vision and proposition through a clear brand strategy, then create a strong, distinctive visual identity with supporting assets and guidelines, and build the founder’s personal brand to enhance credibility and reach. We were also asked to develop a social media strategy to grow an engaged, consistent audience, outline an advertising and sponsorship strategy to support platform sustainability, and craft a structured launch plan to introduce the brand with impact.
What we
did
Crafted an insight-driven brand through collaboration
We began with desk research, one-on-one interviews, and a stakeholder workshop to gather diverse perspectives and clarify the platform’s ambition. From these insights, we workshopped the core brand philosophy, strategic positioning, and point of distinction for both the platform and the founder’s personal brand.
We developed key brand statements, tone of voice, and messaging to support consistent and meaningful communication. Working closely with a designer, we evolved the visual identity and produced brand guidelines and assets to ensure cohesive execution across channels.
To support audience growth, we delivered a social media strategy that included messaging frameworks, channel priorities, content themes, and a starter content plan. We also outlined a revenue strategy through sponsorship and advertising opportunities to support long-term sustainability. Finally, we created a structured launch plan with clear steps to help introduce the platform and build early traction.
The
result
Uncovering a bigger vision
The work resulted in a bold, fresh visual identity and a clear strategic direction that elevates AAO to stand confidently in the media space. More than a brand refresh, the process uncovered a deeper business ambition, with a roadmap to scale the platform and fulfil its wider purpose beyond storytelling.