Tag: identity

Redefining Industries: How Challenger Brands Like Level Health and Meili Are Changing the Game 

Posted on by RichardsDee

In a world where consumer expectations evolve faster than ever, challenger brands are seizing the opportunity to rewrite the rules. By combining bold vision with relentless customer focus, disruptors like Level Health and Meili prove that agility, clarity, and purpose can transform markets. 

At RichardsDee, we believe the most successful brands today are not just participating in their industries — they are redefining them. Let’s explore the strategic principles that power their success.

1. Clarity: Simplify to Amplify 

Challenger brands thrive on clarity. In sectors where complexity reigns, brands like Level Health have demonstrated the power of simplicity. By streamlining the health insurance experience with a tech-led, user-centric approach, they aim to become a beacon for trust and transparency. Similarly, Meili’s commitment to simplifying mobility distribution highlights how clarity can become a competitive advantage. Their clean, fluid design reflects a seamless journey — both visually and experientially. 

2. Boldness: Leading with a Strong Point of View

Disruption doesn’t happen by blending in. Level Health’s visual and verbal identity boldly challenges the conventions of health care with a relatable, human-centred approach. Meili, on the other hand, embraces boldness in its name — a rallying cry for freedom and seamless connection. 

3. Human-Centric Design: Building Brands Around People 

The best brands don’t just anticipate needs — they design for them. Level Health focuses on delivering a frictionless, customer-first experience, addressing pain points that traditional insurers often overlook. Meanwhile, Meili’s intuitive design mirrors its mission — to create effortless connections between people and mobility solutions. 

4. Purpose: Connecting Brand to Ambition 

Purpose is the North Star that guides challenger brands. Both Level Health and Meili embody a purpose that’s evident in every interaction. Level Health stands for simplicity and being on the level with customers, disrupting a sometimes confusing industry. Meili’s purpose flows through its every touchpoint, promising seamlessness in an ever-connected world. 

5. Leadership: Challengers as Market Shapers

Challenger brands don’t just follow trends — they set them. Both Level Health and Meili redefine what it means to lead in their respective industries, shaping new narratives and paving the way for future innovations.

From Challenger to Impactful Disruptor  
Level Health and Meili exemplify what it means to challenge the status quo and lay the foundation for long-term impact. By reimagining customer experience, embracing bold design, and grounding every decision in purpose, these brands are proving that disruption is not just possible — it’s necessary. 

At RichardsDee, we partner with bold brands ready to challenge convention and redefine their markets. Are you ready to lead the change in yours?

Key Takeaways for Building Unstoppable Brands

  1. Simplifying complexity is not just a tactical move; it’s a strategic imperative for building trust and loyalty in any market.
  2. Challenger brands don’t shy away from making statements. Instead, they amplify their purpose through bold expressions of who they are and what they stand for. 
  3. Human-centric design is not a differentiator — it’s the expectation. Brands that centre their strategy on people will always stay ahead.
  4. Purpose is the backbone of modern brands. When purpose aligns with customer needs, it creates brands that aren’t just relevant — they’re indispensable.
  5. Leadership isn’t reserved for market incumbents. Challenger brands that step into this role earn both respect and loyalty, becoming the ones others aspire to follow.

When your company outgrows it’s name

Posted on by David Dowling

In the evolving landscape of business, a company’s name is more than just a label – it’s a promise, a story, and a strategic asset. But what happens when that name no longer reflects who you’ve become? Our recent experience with a significant renaming project — now shortlisted for Best Naming Strategy at the 2025 European Transform Awards — revealed valuable insights about when and how to approach this transformative process. 

When your name becomes a constraint 

The decision to rename a company is never taken lightly. In our experience, there are several clear indicators that it’s time to consider a new name. For our client, these signs were unmistakable: their name “SalesSense” had served them well during their initial growth phase, but as they expanded beyond sales into broader customer experience services, it became a constraint rather than an asset. 

Through extensive customer research and stakeholder interviews, three critical insights emerged: 

  • Existing clients had no emotional connection to the name
  • The name was actively preventing prospects from considering them for broader customer experience opportunities
  • In an industry battling for attention, neither customers nor potential employees could articulate the organisation’s distinctive difference 

Finding the strategic foundation 

Before diving into naming exploration, we needed to establish a powerful foundation. This led us to develop the proposition “Experience Uncommon”— a concept that captured not just what the business did, but how they did it differently. This wasn’t just a tagline; it became the strategic platform that would inform every aspect of the new identity.


The power of linguistic patterns 

The path to the new name emerged through careful attention to patterns in stakeholder conversations. Words like “understanding,” “uncompromising,” and “unparalleled” kept surfacing in discussions. This linguistic pattern of the “un-” prefix became a powerful creative device that would eventually lead us to “Uniquely.” 

The new name works on multiple levels: 

  • It intrigues rather than merely describes
  • It opens conversations instead of closing them 
  • It creates a platform for future growth while honouring their distinctive approach 
  • It provides rich creative territory for visual and verbal expression 

Beyond the name 

The transformation to Uniquely demonstrates how a name change can be more than a surface-level rebrand. The “un-” prefix became central to both verbal and visual identity, creating a distinctive and ownable characteristic in the brand’s language. Visually, the “U” evolved into a framing device used throughout the identity system, wrapping around portraits and key messages to create a cohesive and instantly recognisable look. 

The human element was equally crucial. By featuring real employees, from recent graduates to the CEO, in authentic, expressive photography, the new brand captured the genuine personality behind the name. This approach reinforced that the rename wasn’t just about creating a new label, but about expressing the true character of the organisation. 

A platform for growth 

The success of this rename came from approaching it not as a creative exercise, but as a strategic transformation. It required understanding not just who the company was, but who they wanted to become. The new name needed to bridge that gap while opening doors to new possibilities. 

In today’s rapidly evolving business landscape, having the right name isn’t just about being identified — it’s about being understood. When your name truly reflects your essence and ambitions, it becomes more than a label. It becomes a powerful asset for growth and transformation. 

The key lesson? A successful rename isn’t about finding a new name — it’s about uncovering the truth of who you are and expressing it in a way that creates new possibilities for your future. The recognition from the Transform Awards judging panel validates this strategic approach to naming, demonstrating how a thoughtfully executed rename can drive genuine business transformation.

Read the full Uniquely case study here