Red Bull
Global energy drink and lifestyle brand
Brand Strategy
Visual Brand Direction
Consumer Archetype Development
The Challenge
Red Bull has been known as a motorsports and extreme sports brand for some time. But they also had a culture programme that needed growing. They needed a brand and content strategy that gave them authority in the dance space in particular.
1
The Challenge
Red Bull has been known as a motorsports and extreme sports brand for some time. But they also had a culture programme that needed growing. They needed a brand and content strategy that gave them authority in the dance space in particular.
1
Our Approach
We identified an opportunity to evolve BC One beyond competition and into culture - reframing it as a lifestyle brand rooted in the breakdance movement. By segmenting the wider dance audience, we developed a product and content strategy that resonated with both casual enthusiasts and the core breaking community.
2
Our Approach
We identified an opportunity to evolve BC One beyond competition and into culture - reframing it as a lifestyle brand rooted in the breakdance movement. By segmenting the wider dance audience, we developed a product and content strategy that resonated with both casual enthusiasts and the core breaking community.
2
Outcome
Red Bull delivered their most successful BC One event of all time with more attendees than ever. This was partnered with the most viewed content in Red Bull's dance history.
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Outcome
Red Bull delivered their most successful BC One event of all time with more attendees than ever. This was partnered with the most viewed content in Red Bull's dance history.
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What This Reflects
Our approach to audience segmentation is deliberately layered - designed to move individuals from casual affinity to brand loyalty through relevance, resonance, and long-term connection.
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What This Reflects
Our approach to audience segmentation is deliberately layered - designed to move individuals from casual affinity to brand loyalty through relevance, resonance, and long-term connection.
4
Louis Vuitton
Global luxury fashion brand
Business Health Audit and Diagnosis
Strategic Repositioning
Consumer Archetype Development
Brand Strategy
Visual Brand Direction
The Challenge
Louis Vuitton were looking to remain competitive in the GCC market. They approached Guilden & Grey to conduct a brand audit and make recommendations on how the brand
1
The Challenge
Louis Vuitton were looking to remain competitive in the GCC market. They approached Guilden & Grey to conduct a brand audit and make recommendations on how the brand
1
Our Approach
In assessing Louis Vuitton’s declining brand awareness relative to peers like Gucci and Dior, we identified a key gap: the brand had ceased leveraging its most distinctive assets. While competitors leaned into recognisable codes - such as Gucci’s tricolour palette and signature visual language - Louis Vuitton’s underuse of its iconic Damier pattern and LV monogram diluted brand distinctiveness, contributing to a perception of genericism over time.
2
Our Approach
In assessing Louis Vuitton’s declining brand awareness relative to peers like Gucci and Dior, we identified a key gap: the brand had ceased leveraging its most distinctive assets. While competitors leaned into recognisable codes - such as Gucci’s tricolour palette and signature visual language - Louis Vuitton’s underuse of its iconic Damier pattern and LV monogram diluted brand distinctiveness, contributing to a perception of genericism over time.
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Outcome
Following a strategic recalibration, Louis Vuitton saw an 18-point uplift in brand awareness across the region over the subsequent two years.
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Outcome
Following a strategic recalibration, Louis Vuitton saw an 18-point uplift in brand awareness across the region over the subsequent two years.
3
What This Reflects
Our strong understanding of product and communication mix was able to drive both an increase in sales and brand awareness for the brand.
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What This Reflects
Our strong understanding of product and communication mix was able to drive both an increase in sales and brand awareness for the brand.
4
Peec Mobility
Sustainable automotive company converting petrol vehicles to electric.
Business Health Audit and Diagnosis
Strategic Repositioning
Consumer Archetype Development
Value Proposition Redefinition
Brand Strategy
Visual Brand Direction
Growth and Commercial Strategy
Product Development
Go-To-Market Strategy
Founder/CEO Advisory
Leadership Engagement
Culture Onboarding and Engagement
The Challenge
Peec is an automotive company focused on accelerating the shift to electric by converting petrol fleets to EV. As the business prepared to enter the B2C market, it faced internal misalignment and lacked clarity on how to position the brand for a consumer-facing audience.
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The Challenge
Peec is an automotive company focused on accelerating the shift to electric by converting petrol fleets to EV. As the business prepared to enter the B2C market, it faced internal misalignment and lacked clarity on how to position the brand for a consumer-facing audience.
1
Our Approach
Our engagement with Peec spanned 12 months, beginning with a market analysis and strategic audit. It became clear the brand required a unified vision to anchor both internal culture and external messaging. We repositioned Peec around a singular ambition: to create a global culture of circularity. Through a series of internal workshops and leadership sessions, we aligned the team around this new direction. From there, we identified whitespace in the market—no automotive brands were meaningfully bridging underrepresented cultures with iconic vehicles. This led to the creation of the RePatrol: UAE Nostalgia Edition—a culturally rooted, fully restored Y60 designed to speak directly to the local audience. The launch featured custom interiors, locally inspired accessories, and a campaign shot by acclaimed photographer Mous Lamrabat.
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Our Approach
Our engagement with Peec spanned 12 months, beginning with a market analysis and strategic audit. It became clear the brand required a unified vision to anchor both internal culture and external messaging. We repositioned Peec around a singular ambition: to create a global culture of circularity. Through a series of internal workshops and leadership sessions, we aligned the team around this new direction. From there, we identified whitespace in the market—no automotive brands were meaningfully bridging underrepresented cultures with iconic vehicles. This led to the creation of the RePatrol: UAE Nostalgia Edition—a culturally rooted, fully restored Y60 designed to speak directly to the local audience. The launch featured custom interiors, locally inspired accessories, and a campaign shot by acclaimed photographer Mous Lamrabat.
2
Outcome
The launch generated significant commercial and cultural impact - driving $1.4M in sales within four weeks and garnering global media attention. The success not only repositioned the brand in the public imagination but also opened a new growth trajectory, reinforcing its long-term relevance and resilience.
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Outcome
The launch generated significant commercial and cultural impact - driving $1.4M in sales within four weeks and garnering global media attention. The success not only repositioned the brand in the public imagination but also opened a new growth trajectory, reinforcing its long-term relevance and resilience.
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What This Reflects
At Guilden & Grey, our strength lies in commercial acuity and the ability to uncover opportunity through deep strategic insight. This project exemplified not only product innovation and brand elevation, but also internal alignment and a full repositioning of the business from the inside out.
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What This Reflects
At Guilden & Grey, our strength lies in commercial acuity and the ability to uncover opportunity through deep strategic insight. This project exemplified not only product innovation and brand elevation, but also internal alignment and a full repositioning of the business from the inside out.
4
Dyson
Innovative global home appliance manufacturer.
Product Development
Consumer Archetype Development
Value Proposition Redefinition
Brand Strategy
Growth and Commercial Strategy
Go-To-Market Strategy
The Challenge
Dyson faced challenges in increasing average order value within its accessories category, while also navigating a brand positioning shift following the expiry of its cyclonic technology patent. With competitors quickly closing the innovation gap, the brand needed to redefine its competitive edge beyond suction performance.
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The Challenge
Dyson faced challenges in increasing average order value within its accessories category, while also navigating a brand positioning shift following the expiry of its cyclonic technology patent. With competitors quickly closing the innovation gap, the brand needed to redefine its competitive edge beyond suction performance.
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Our Approach
We developed a an innovative selection of accessories supported by a focused go-to-market strategy—resulting in a 15% year-on-year increase in attachment rates and a corresponding uplift in average order value. Strategically, we recognised the opportunity to reposition Dyson around its engineering heritage. By aligning the brand with James Dyson’s passion for education, we articulated a new vision: to establish Dyson as the world’s leading consumer engineering brand. Through the simplification and storytelling of core engineering principles, the brand could reclaim its authority and clearly differentiate itself from conventional appliance competitors.
2
Our Approach
We developed a an innovative selection of accessories supported by a focused go-to-market strategy—resulting in a 15% year-on-year increase in attachment rates and a corresponding uplift in average order value. Strategically, we recognised the opportunity to reposition Dyson around its engineering heritage. By aligning the brand with James Dyson’s passion for education, we articulated a new vision: to establish Dyson as the world’s leading consumer engineering brand. Through the simplification and storytelling of core engineering principles, the brand could reclaim its authority and clearly differentiate itself from conventional appliance competitors.
2
Outcome
The accessories division achieved 100% year-on-year sales growth, with a 15% increase in attachment rates contributing to a higher average order value. The repositioning strategy was well received by the brand, laying the foundation for future activation and long-term brand elevation.
3
Outcome
The accessories division achieved 100% year-on-year sales growth, with a 15% increase in attachment rates contributing to a higher average order value. The repositioning strategy was well received by the brand, laying the foundation for future activation and long-term brand elevation.
3
What This Reflects
This project showcased our commercial acumen and sharp understanding of both consumer behaviour and market dynamics. We specialise in identifying untapped opportunities and guiding brands toward meaningful, sustainable growth.
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What This Reflects
This project showcased our commercial acumen and sharp understanding of both consumer behaviour and market dynamics. We specialise in identifying untapped opportunities and guiding brands toward meaningful, sustainable growth.
4
Lacoste
A global tennis-inspired lifestyle and fashion brand.
Business Health Audit and Diagnosis
Strategic Repositioning
Value Proposition Redefinition
Consumer Archetype Development
Brand Strategy
The Challenge
Lacoste was facing declining sales and a weakened brand perception, driven in part by overexposure through third-party distribution and discount channels. The brand was struggling to compete with tennis-inspired peers like Fred Perry, while also losing ground to culturally resonant competitors such as Adidas Originals. A strategic repositioning was needed to restore relevance and reclaim market share.
1
The Challenge
Lacoste was facing declining sales and a weakened brand perception, driven in part by overexposure through third-party distribution and discount channels. The brand was struggling to compete with tennis-inspired peers like Fred Perry, while also losing ground to culturally resonant competitors such as Adidas Originals. A strategic repositioning was needed to restore relevance and reclaim market share.
1
Our Approach
Lacoste was facing declining sales and a weakened brand perception, driven in part by overexposure through third-party distribution and discount channels. The brand was struggling to compete with tennis-inspired peers like Fred Perry, while also losing ground to culturally resonant competitors such as Adidas Originals. A strategic repositioning was needed to restore relevance and reclaim market share.
2
Our Approach
Lacoste was facing declining sales and a weakened brand perception, driven in part by overexposure through third-party distribution and discount channels. The brand was struggling to compete with tennis-inspired peers like Fred Perry, while also losing ground to culturally resonant competitors such as Adidas Originals. A strategic repositioning was needed to restore relevance and reclaim market share.
2
Outcome
Lacoste successfully repositioned itself, gaining widespread media attention and re-establishing cultural relevance. With the appointment of a new creative director, the brand returned to its tennis heritage-resulting in stronger design coherence and brand storytelling. Today, Lacoste is regarded as one of the most relevant fashion-sport brands globally, with a commanding presence at major tennis events.
3
Outcome
Lacoste successfully repositioned itself, gaining widespread media attention and re-establishing cultural relevance. With the appointment of a new creative director, the brand returned to its tennis heritage-resulting in stronger design coherence and brand storytelling. Today, Lacoste is regarded as one of the most relevant fashion-sport brands globally, with a commanding presence at major tennis events.
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What This Reflects
This project demonstrated Guilden & Grey’s ability to decode industry nuance, anticipate cultural and commercial shifts, and guide brands toward more profitable, resonant positioning.
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What This Reflects
This project demonstrated Guilden & Grey’s ability to decode industry nuance, anticipate cultural and commercial shifts, and guide brands toward more profitable, resonant positioning.
4
Morphy Richards
A global manufacturer of small home appliances
Business Health Audit and Diagnosis
Strategic Repositioning
Value Proposition Redefinition
Consumer Archetype Development
Product Development
Go-To-Market Strategy
Brand Strategy
Visual Brand Direction
The Challenge
Morphy Richards was losing ground in the small electricals category, with declining market share and a brand often mistaken for its direct competitor, Russell Hobbs. Outdated product design, packaging, and positioning meant consumers weren’t choosing the brand for quality—they were buying out of convenience or discount. A strategic reset was needed to redefine relevance and chart a new direction.
1
The Challenge
Morphy Richards was losing ground in the small electricals category, with declining market share and a brand often mistaken for its direct competitor, Russell Hobbs. Outdated product design, packaging, and positioning meant consumers weren’t choosing the brand for quality—they were buying out of convenience or discount. A strategic reset was needed to redefine relevance and chart a new direction.
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Our Approach
Following a comprehensive brand audit, we identified the need to define a clear audience archetype and sharpen the brand’s value proposition—captured in the line “Happiness Engineered.” We introduced a modern, more meaningful design language across the product range, and repositioned the brand to celebrate the everyday moments of joy that arise through intuitive, beautifully engineered experiences.
2
Our Approach
Following a comprehensive brand audit, we identified the need to define a clear audience archetype and sharpen the brand’s value proposition—captured in the line “Happiness Engineered.” We introduced a modern, more meaningful design language across the product range, and repositioned the brand to celebrate the everyday moments of joy that arise through intuitive, beautifully engineered experiences.
2
Outcome
The refreshed product range led to an uplift in sales shortly after launch, with the brand gaining 10 points in consideration metrics within just four months—marking a clear shift in consumer perception and relevance.
3
Outcome
The refreshed product range led to an uplift in sales shortly after launch, with the brand gaining 10 points in consideration metrics within just four months—marking a clear shift in consumer perception and relevance.
3
What This Reflects
This project highlighted our end-to-end capability in product development and go-to-market strategy - seamlessly aligning brand, marketing, product, and customer experience to drive commercial and emotional impact.
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What This Reflects
This project highlighted our end-to-end capability in product development and go-to-market strategy - seamlessly aligning brand, marketing, product, and customer experience to drive commercial and emotional impact.
4
Roberts Radio
A British manufacturer of stylish radios
Business Health Audit and Diagnosis
Strategic Repositioning
Value Proposition Redefinition
Consumer Archetype Development
Product Development
Go-To-Market Strategy
Brand Strategy
Visual Brand Direction
The Challenge
With nearly a century of heritage, Roberts Radio had garnered a strong share of the traditional radio category - but had struggled to evolve with shifting consumer behaviours toward streaming and smart audio. Despite offering modern functionalities like Bluetooth and Spotify integration, the brand’s share of the broader speaker market remained minimal. A strategic repositioning was needed to reclaim relevance and reintroduce Roberts to a new generation of listeners.
1
The Challenge
With nearly a century of heritage, Roberts Radio had garnered a strong share of the traditional radio category - but had struggled to evolve with shifting consumer behaviours toward streaming and smart audio. Despite offering modern functionalities like Bluetooth and Spotify integration, the brand’s share of the broader speaker market remained minimal. A strategic repositioning was needed to reclaim relevance and reintroduce Roberts to a new generation of listeners.
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Our Approach
Guilden & Grey repositioned Roberts around a powerful cultural insight: while the best music of the 20th century was being made, it was being played on Roberts. We articulated a new brand vision—to establish Roberts as a cornerstone of British sound and design—by uniting the legacy of British music with the craft of British fashion and product design. This vision guided product development, resulting in speakers that not only outperformed competitors in sound, but elevated the category through design excellence.
2
Our Approach
Guilden & Grey repositioned Roberts around a powerful cultural insight: while the best music of the 20th century was being made, it was being played on Roberts. We articulated a new brand vision—to establish Roberts as a cornerstone of British sound and design—by uniting the legacy of British music with the craft of British fashion and product design. This vision guided product development, resulting in speakers that not only outperformed competitors in sound, but elevated the category through design excellence.
2
Outcome
The renewed product range, paired with a refined marketing strategy, sparked increased interest from design-led clients—particularly within the hospitality sector. As a result, Roberts tripled its share of the UK speaker market, growing from 0.5% to 1.5%.
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Outcome
The renewed product range, paired with a refined marketing strategy, sparked increased interest from design-led clients—particularly within the hospitality sector. As a result, Roberts tripled its share of the UK speaker market, growing from 0.5% to 1.5%.
3
What This Reflects
This project reflected Guilden & Grey’s ability to translate cultural and market insight into commercial opportunity—demonstrating how a distinctive value proposition can unlock growth in new and underleveraged markets.
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What This Reflects
This project reflected Guilden & Grey’s ability to translate cultural and market insight into commercial opportunity—demonstrating how a distinctive value proposition can unlock growth in new and underleveraged markets.
4
Tory Burch
Luxury womenswear brand
Business Health Audit and Diagnosis
Strategic Repositioning
Value Proposition Redefinition
Consumer Archetype Development
Brand Strategy
The Challenge
Tory Burch was struggling to gain market share in the region, with consumers frequently comparing it to accessible luxury brands like COACH and Michael Kors - despite a significantly higher price point. A strategic repositioning was required to elevate perception and align the brand more closely with its premium positioning.
1
The Challenge
Tory Burch was struggling to gain market share in the region, with consumers frequently comparing it to accessible luxury brands like COACH and Michael Kors - despite a significantly higher price point. A strategic repositioning was required to elevate perception and align the brand more closely with its premium positioning.
1
Our Approach
We identified key growth opportunities for Tory Burch by focusing on affluent, values-driven women who resonated with the brand’s core commitment to women’s empowerment. By repositioning the brand to speak directly to this audience, we elevated its perception through strategic partnerships with regional thought leaders, curated events, and a refined in-store experience tailored to professional women seeking wearable, empowering luxury. We also developed campaign activations that celebrated and amplified the work of female artists across the city—deepening cultural relevance and engagement.
2
Our Approach
We identified key growth opportunities for Tory Burch by focusing on affluent, values-driven women who resonated with the brand’s core commitment to women’s empowerment. By repositioning the brand to speak directly to this audience, we elevated its perception through strategic partnerships with regional thought leaders, curated events, and a refined in-store experience tailored to professional women seeking wearable, empowering luxury. We also developed campaign activations that celebrated and amplified the work of female artists across the city—deepening cultural relevance and engagement.
2
Outcome
The repositioning drove a 15-point increase in brand awareness and a 34% year-on-year uplift in sales. Tory Burch also gained notable share of voice at New York Fashion Week 2023—a presence the brand continues to build on today.
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Outcome
The repositioning drove a 15-point increase in brand awareness and a 34% year-on-year uplift in sales. Tory Burch also gained notable share of voice at New York Fashion Week 2023—a presence the brand continues to build on today.
3
What This Reflects
This project demonstrated Guilden & Grey’s deep understanding of the regional luxury landscape and our ability to pinpoint opportunity with precision-translating insight into strategic, fashion-led growth.
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What This Reflects
This project demonstrated Guilden & Grey’s deep understanding of the regional luxury landscape and our ability to pinpoint opportunity with precision-translating insight into strategic, fashion-led growth.
4
Waitrose
Premium British supermarket chain
Product Development
Go-To-Market Strategy
The Challenge
Waitrose sought to expand its Essentials range, with skincare identified as a potential category for growth. Guilden & Grey was engaged to explore product line extensions that aligned with the brand’s values of quality, accessibility, and trust.
1
The Challenge
Waitrose sought to expand its Essentials range, with skincare identified as a potential category for growth. Guilden & Grey was engaged to explore product line extensions that aligned with the brand’s values of quality, accessibility, and trust.
1
Our Approach
Our market assessment revealed a clear gap in the own-brand men’s shaving category, where existing products lacked quality and performance—often resulting in discomfort or cuts. We developed a premium-tier shaving product positioned at the top of the own-brand range, delivering superior performance at half the price of established brands like Gillette and King of Shaves.
2
Our Approach
Our market assessment revealed a clear gap in the own-brand men’s shaving category, where existing products lacked quality and performance—often resulting in discomfort or cuts. We developed a premium-tier shaving product positioned at the top of the own-brand range, delivering superior performance at half the price of established brands like Gillette and King of Shaves.
2
Outcome
Following strong results in consumer testing, Waitrose launched the product nationwide across all 280 UK stores. The range remains on shelves today, reflecting its continued relevance and performance.
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Outcome
Following strong results in consumer testing, Waitrose launched the product nationwide across all 280 UK stores. The range remains on shelves today, reflecting its continued relevance and performance.
3
What This Reflects
This project highlighted our strength in market analysis and product development—crafting commercially viable solutions that deliver both profitability and consumer resonance.
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What This Reflects
This project highlighted our strength in market analysis and product development—crafting commercially viable solutions that deliver both profitability and consumer resonance.
4