My Troedsson

For years, Twigeo had been exceptionally good at driving growth through conversion-driven marketing. Sharp, tactical, measurable. But the market was changing, and so was the brief that ambitious brands were bringing to their agency partners. Lower funnel alone wasn’t enough anymore and years of over-indexing on short-term results had left many brands losing strength. Sustainable growth demanded something more, full-funnel thinking, where brand and execution work together rather than compete.

Twigeo saw it coming, they were already moving in that direction. My work was about making the move deliberate.

Working together with their leadership team, I led the strategy from the ground up: research, workshops, brand platform and a brief that set the direction for the new visual identity. There was something interesting about turning my own process on my own industry for once. CMOs and brand leaders have always been my clients, but here they were the audience. The ones Twigeo needed to convince.

The work helped crystallise what Twigeo already sensed: that they were uniquely positioned to bridge both worlds, with the growth expertise of a conversion-driven agency and the ambitions of a creative one. The result was a comprehensive brand platform covering vision, mission, values, positioning and audience segmentation, and a purpose simple enough to set the direction for everyone and everything: We make great ideas grow.

It became the foundation for the new visual identity created by Twigeo’s internal creative team, and a north star for the business direction itself.