Ryde:

The work.

We came in to diagnose what was holding growth back and set the strategic direction forward.

1. Positioning

We identified two traps stalling growth: the middle child trap (too established for scrappy startup tactics, too small for legacy brand campaigns) and the wellness trap (a crowded category that Ryde's actual audience wasn't fully bought into). We repositioned Ryde around an unclaimed territory — realistic corporate survival. Not wellness culture. A tool for people who need to function in chaos.

2. Audience Strategy

The data was already pointing somewhere. Corporate humor consistently outperformed everything else on the feed. We defined the core audience by state of mind — productivity-focused professionals dealing with back-to-back meetings, energy crashes, and workdays that don't slow down — and built the strategy around what they were already responding to.

3. Creative Direction

We developed a creative world rooted in Y2K corporate nostalgia — early internet aesthetics, the era when technology promised to make work easier. Ownable visual territory that sat completely outside the functional drink category's existing language.

4. Content System + Creator Partnerships

We built three recurring content formats anchored to the positioning — a "Choose Your Fighter" series, a non-toxic positivity format, and a Corporate Survival Kit aesthetic. We also connected Ryde with content creators who could bring the corporate survival territory to life authentically on platform.