With Intuition Toward Brand Strategy

How do you create a brand for a product that no one wants? In our case, the issue wasn’t with the product itself. Rather, it’s the context: people who need medical hair replacement are often in challenging life situations, dealing with emotions such as shame, overwhelm, or uncertainty—and in the worst cases, facing serious health crises.

On top of this, there are persistent stereotypes that the entire industry struggles with—when people hear "wig," they think of outdated pieces that are easily spotted or, worse, garish carnival wigs.

Until now, the Spielmann brand was guided by intuition—and the Spielmann family has shown an exceptional sense of intuition. However, expansion plans and a growing team now required a meticulously crafted brand strategy.

We did one thing above all: we listened carefully and read between the lines. Whether in conversations with the Spielmann family or during our research phase, where we developed a deep understanding of the affected individuals. Based on the market and target audience insights we gained, we developed the positioning, brand vision and mission, brand values, and, building on this, the brand voice, core messages, and brand design with a modern visual language.

The result: a strong brand, a Webflow-implemented brand book that ensures consistency across all touchpoints with the Spielmann brand, and a foundation for expanding and solidifying Spielmann’s market presence in Germany and Austria.

We’ve already seen initial success with a small performance campaign that, within the first weeks, achieved an above-average CTR, very low CPC, and increased visibility and conversions.