Endeavour, the 365 day roadmap to increased confidence and resilience

We created an accessible, confident and aspirational digital-first brand that would help to redefine modern masculinity. For the first time food, movement and mindset coaching have been brought together within one platform, with the goal for men to become healthier, happier and more confident. We all need to develop resilience to the modern world we live in, so this was a purpose we were delighted to get behind.

Deliverables

Brand strategy. Copywriting. Identity. Brand assets. Photography sourcing. Website. Advertising. Social & Digital. Merchandise.

Endeavour, the 365 day roadmap to increased confidence and resilience

Deliverables

Brand strategy. Copywriting. Identity. Brand assets. Photography sourcing. Website. Advertising. Social & Digital. Merchandise.

We created an accessible, confident and aspirational digital-first brand that would help to redefine modern masculinity. For the first time food, movement and mindset coaching have been brought together within one platform, with the goal for men to become healthier, happier and more confident. We all need to develop resilience to the modern world we live in, so this was a purpose we were delighted to get behind.

Primal Balance Master Brand Logo designed by Cousin Branding

Motivation gets you started.
Habits keep you going.

The identity takes the idea of small daily habits and shows how they build up to become life-long changes. The box logo is used for print purposes, and can be knocked through to sit on imagery. On the website, the logo is a single animated lines that builds from symbols to the full wordmarque.

Marginal gains

So often we don't even try because the task feels insurmountable. We looked at Sky & the British cycling team's successful strategy of marginal gains to help inform the brand and develop our big idea.

It's time to rethink what you can do

Graphics interact with imagery throughout the brands, building those small habits into everyday life, whether through food, movement or mind. It was also really important that we create true cut-through in a saturated male market, so we chose a stand-out palette that made the most of the digital only bold RGB colours.

Primal Balance Master Brand Logo designed by Cousin Branding

Fuelling the change through tone.

Masculinity is not just about strength. It's about: showing up. being honest. expressing emotion.

Masculinity is not just about strength.
It's about: showing up. being honest. expressing emotion.

So it was really important that we speak with a new voice - one that resonated with every person going through some sort of life hiatus.

The founders wanted to create a community of support with a broad appeal - the tone is one of momentum; it's authoritative and differentiating. "If you want a better life, here's how we help you get it".

Primal Balance Website designed by Cousin Branding

A bespoke website designed and built from scratch.

We designed and built the Endeavour site on Webflow, allowing us to fully customise the site to our design, as well as adding complex e-commerce elements for the sign-up and checkout procedure.

This changes everything.

We launched with a staggered approach to advertising, across Instagram, Instagram Stories, Facebook and LinkedIn. We ran an initial compelling message, and then a secondary ad with more specifics. Visitors to the site are also retargeted with testimonials.

This changes everything.

We launched with a staggered approach to advertising, across Instagram, Instagram Stories, Facebook and LinkedIn. We ran an initial compelling message, and then a secondary ad with more specifics. Visitors to the site are also retargeted with testimonials.

Inquisitive Beast Master Brand Logo designed by Cousin Branding
Cousin, you always go above and beyond and I love it! You're such bloody doers and the quality of your product is always fantastic. Honestly, it is a pleasure working with you.

David Birtwistle, Endeavour Founder

Inquisitive Beast Master Brand Logo designed by Cousin Branding

Keep it consistent.

With 365 pieces of individual content to deliver, it was massively important that the brand look consistent across all media. We put together art direction briefs for the Endeavour team to follow when creating their content, so that the video category is immediately clear from colour and graphics, and the brand is always represented.

Measuring success

credits

Brand Strategy & Direction by Chrissy Birtwistle.
Brand Creation & Art Direction by Lynsay Biss.
Brand Strategy, Copy & tone of voice by Gillian Colhoun.
Website UX Design & Build by Tom Alexander.
Art Direction by Laura Williamson.
Online Advertising Strategy by Sam Harney.

From concept to launch, we have worked incredibly closely with the Founders of Endeavour to bring their vision to life. The goal was to create an ownable, digital-first brand, that would make self-development and tackling issues around male masculinity relatable for the modern man. Together we believe we have achieved that. But, the real tangible proof will come as we see the membership grow in line with the increase in brand awareness. Watch this space. #fuelthechange

Measuring success

From concept to launch, we have worked incredibly closely with the Founders of Endeavour to bring their vision to life. The goal was to create an ownable, digital-first brand, that would make self-development and tackling issues around male masculinity relatable for the modern man. Together we believe we have achieved that. But, the real tangible proof will come as we see the membership grow in line with the increase in brand awareness. Watch this space. #fuelthechange

credits

Brand Strategy & Direction by Chrissy Birtwistle.
Brand Creation & Art Direction by Lynsay Biss.
Brand Strategy, Copy & tone of voice by Gillian Colhoun.
Website UX Design & Build by Tom Alexander.
Art Direction by Laura Williamson.
Online Advertising Strategy by Sam Harney.

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