No one-size-fits-all: Our fluid process to Brand Transformation

No two brands start from the same place. Some need a foundational reset, while others need an immediate market impact. At Someoddpilot, we don’t force businesses into a rigid, linear process. Instead, we meet brands exactly where they are—whether that’s defining their core identity or launching a campaign that turns heads.

Our Fluid Process is designed to be adaptable, strategic, and fast-moving. We can start at the brand level—positioning, identity, messaging—or jump right into campaign development, creating breakthrough moments that spark relevance and demand. Regardless of the entry point, our process is built to connect both worlds seamlessly, ensuring every campaign strengthens the brand and every brand decision informs the work ahead.

With Mijenta, a sustainable luxury tequila, we started by developing a brand platform and campaign—work that became a Trojan horse for a full brand identity, evolving in real-time with its growing presence. For Savers Value Village, the largest thrift retailer in North America, we took the opposite approach—first leading a full brand refresh to set a strong foundation, then rolling out a targeted campaign ecosystem to drive relevance in an increasingly competitive resale market.

Some brands need to disrupt their category immediately. Others need to rebuild their core before making noise. The beauty of our fluid Brand Transformation process is that it allows us to start where the brand needs us most—while ensuring every step fuels the next.

Because no matter where we begin, we’re always building toward something bigger: a brand that’s as powerful in execution as it is in strategy.