I have created brand strategy, positioning, re-positioning, and/or led brand identity development for numerous other brands , eg. McDonald’s, Raiffeisen Bank, Budapest Bank, PENNY Market (REWE Group), Cherrisk by UNIQA, Skanska, Mondelez, METRO, etc. I have collected some of my favorites, some of them for smaller brands, with great impact.

Case studies - Brand strategy

Challenge: ALMA struggled to stand out in the competitive independent fashion market due to undefined brand positioning while aspiring to become internationally known.

Solution: Developed a clear brand narrative highlighting ALMA's commitment to eliminating textile waste. Connected this narrative to the preservation of cultural heritage and natural values. Led the design of a distinctive logo reflecting positive outlook and dynamism. Oversaw and conceptualized social media communication, campaigns, and photo shoots to bring the renewed positioning to life.

Results: Successfully repositioned the brand, securing retail presence in Parisian boutiques and enhancing its market presence and brand awareness, and 40% online sales increase.

Brand positioning and rebranding - ALMA

Brand positioning and collection narratives - EVELINFINK

Challenge: EVELINFINK, a sustainable fashion brand, needed a brand narrative to differentiate itself in the market.

Solution: Crafted a brand narrative centered on the designer’s personal ethos of empowering women through bold designs and sustainable materials. Recommended to reassess her pricing strategy to reflect on the craftsmanship and distinguished materials she uses and target upper-premium/luxury segment. In addition to crafting the overarching brand strategy, I developed collection narratives reflecting a woman's journey toward self-empowerment.

Result: EVELINFINK established itself as a player in the luxury market, with international (MENA) presence, resonating with a target audience seeking elevated designs and materials

Brand positioning and brand identity - Hyatt Parisi Udvar Hotel

Challenge: Transform a historic Budapest heritage site, formerly a department store, into a luxury hotel while retaining its cultural and architectural significance.

Solution: Positioned the hotel within Hyatt’s Unbound Collection as a unique gem, emphasizing its architectural excellence, richness, and historic heritage. Developed a 360-degree communication strategy, and oversaw PR, social media, and influencer strategies. Project included workshops, historical exploration, overseeing design work, PR and influencer strategy.

Result: The hotel gained a strong reputation as a luxury destination, blending historical significance with contemporary luxury.

Brand positioning and brand identity - Corvin Palace

Challenge: Launch a new, modern community space and office building that was transformed from an abandoned heritage building in Budapest with historical significance.

Solution: Developed a brand identity that reflects the building's vibrant history and modern purpose by connecting it to the roaring energy of the 20s, when the building (originally a department store) was an crucial part of Budapest’s community life. Positioned Corvin Palace as a renewed cultural icon, merging historical significance with community-driven aspirations. Project included stakeholder interviews, competitive analysis, cultural exploration, and overseeing design work.

Result: The reimagined Corvin Palace is now under launch and is attracting a community of tenants and visitors.

Challenge: The independent skincare brand, needed to stand out in the saturated handmade skincare market.

Solution: Created a compelling brand narrative breaking free from category conventions, emphasizing the brand’s unique African roots, natural ingredients, and simplicity - aligning with cultural trends that call for efficacy and simplicity. Developed visual guidelines to reflect a more vibrant and authentic personality and messaging that centered around the brand founder’s personal story. Project included cultural exploration, stakeholder interview, competitive and market analysis.

Result: Positioned Ashanti Cosmetics as a distinctive and culturally rich brand, increasing its visibility and appeal to a niche audience. Following the rebrand, the brand opened its first physical store, has been selected into Amazon’s talent program, and the founder has been featured in international media.

Brand positioning - Ashanti Cosmetics

Brand positioning and new brand identity - Hunguest Hotels

Challenge: Hunguest Hotels, one of Hungary's oldest and most well-known hotel chains, needed a refreshed identity to attract younger travelers while preserving its cultural embeddedness in the local market.

Solution: Crafted a brand positioning centered on the calming and restorative power of thermal waters, a unique and globally recognized Hungarian resource - in-line with the cultural rise of wellness rituals and longing for relaxation. The new logo embodies the tranquility and restorative power of thermal water, reflecting the essence of the brand's renewed identity. Project included cultural exploration, stakeholder interviews, consumer interviews and collaborating with design agency.

Result: The repositioned Hunguest Hotels appealed to a new demographic of younger travelers, aligning with contemporary wellness trends. Brand awareness and recall has not been negatively impacted in the local market.

Brand positioning and new brand identity - Hubris Brewery

Challenge: An independent craft beer brand sought to renew its identity as it prepared to enter the market as a small brewery founded by friends passionate about crafting quality beer.

Solution: The original brand identity and story failed to stand out in a market saturated with established craft beers, many of which relied on illustrations and characters to appeal to a niche, elitist audience of craft beer enthusiasts. This approach lacked broader, mass-market appeal. Through digital footprint-based consumer segmentation, cultural mapping and trend analysis, the strategic recommendation was to break away from these category conventions. The brand was repositioned as the first to democratize the quality beer-drinking experience, presenting it as an affordable, everyday pleasure aligned with the craft revolution and the universal desire for accessible, high-quality products. A minimalist design reflected this simple yet elevated ethos, while a fun, approachable brand personality boosted its relevance among urban Millennials.

Result: Coupled with increased physical presence in food stores and HORECA, the rebrand quickly established the brewery as Hungary’s most well-known and preferred craft beer.

Example of cultural exploration

Cultural mapping identifying dominant, emerging and breakthrough cultural trends related to a given category, relying on international bespoke trend reports, secondary desktop research, robust online ethnography based on social media analysis to explore signs and patterns, also semiotic analysis of relevant advertising for creative insights..

Advertising - recognitions, achievements, skills

  • New distinctive brand platform and positioning for a personal banking brand with Austrian origins (market: (HU) achieving 5% increase in brand awareness and 6% increase in consideration within one year, and bringing activation rate steadily above market average, with new-to-bank acquisition above 50% from 35% (2018 vs. 2019)

  • Proven track record of successful new business wins in a fast-paced environment (66% success rate based on yearly 18 pitches)

  • Created brand positioning and  content strategy for Hungarian Telekom SME portfolio, Hello Biznisz (www.hellobiznisz.hu), successfully providing educational value for the SME sector for 8 years now based on the initial strategic foundations crafted by me. 

  • Speaker on the most acknowledged Hungarian professional conference on ad visibility, Internet Hungary

  • Participation in in-house talent program (Wavemaker)

  • Countless advertising awards including Effie (McDonald’s)

  • In-house training strategy trainings

  • University lecturer in sustainable fashion marketing

  • Strategic team lead

Brand strategy process

My work process encompasses client workshops, stakeholder interviews, competitive analysis, cultural trend research, consumer interviews, target audience and persona definition, crafting brand positioning and narratives, managing client relationships, delivering presentations, overseeing and guiding creative development.

At the core of every brand positioning project I lead is the pursuit of a strong cultural connection. I believe that a culturally relevant brand has the power to create meaningful impact, especially in today’s social media-driven world.

Apart from my independent work I work with advertising and design agencies.

I have been working on global brands such as McDonald’s (campaingn development, creative platform), Auchan (trend reports, campaign developments, creative platform), Mondelez, Procter and Gamble (campaign development), Allianz (campaign development), Pfizer (content focused campaign development), Novo Nordisk (content focused campaign development), Medela (global campaign development), Wizz Air (regional campaign development), Nokia SAAS (global campaign development), REWE Group (PENNY repositioning, creative platform development), UNIQA / Cherrisk (HU brand launch, positioning, DE go-to-market strategy and launch campaign development), Telekom / T-Mobile (campaign development), HALEON (global content strategy / healthcare professionals), VICHY (global social and content strategy), European Union (campaign and communication strategy) and many more international and local brands on

  • brand positioning,

  • on advertising campaigns,

  • brand platform localizations,

  • being responsible for the whole process from creative briefing

  • to 360 degree communication strategy

  • social media

  • content strategy

Feel free to contact me if you'd like to see more case studies in my other fields of expertise (campaign development, social media strategy, communication strategy, etc).

Some campaigns I worked on:

Cherrisk by UNIQA: Brand strategy, positioning, brand launch, communicatiom strategy, HU / go-to-market strategy DE

WIZZ Air: Promotion with amplification strategy (Italy)

PENNY: Hungarian brands campaign (and creative platform)

Raiffeisen Bank: Creative platform development, campaign development

McDonald’s: Famous Order platform localization

European Union: 20th anniversary campaign and communication strategy

ETELE PLAZA shopping mall: Brand positioning, new brand launch, creative platform development

Auchan: Christmas campaign and CSR initiative

Telekom: Telekom Festival campaign and brand asset development

Questions?

Let’s chat: kata.fasi@gmail.com