Brand

Whoosh

The ask

Crystallize product intent, vocabulary and positioning for the world’s first smart gondola system.

Crystallized product intent, vocabulary and positioning for the world’s first smart gondola system.

Strategy

When you're inventing something the world’s never seen, clarity is everything. Whoosh came to us with a remarkable leap in urban mobility: an elevated, autonomous, on-demand network of smart electric vehicles that glide above the gridlock. Born out of an innovation lab in New Zealand, the system had potential applications everywhere. From tourism to industrial transport, from logistics and daily commuting, to public safety. But that expansive possibility came at a cost: Focus. With energy split across too many verticals, the story of Whoosh had become foggy. What exactly was it? Who was it really for? And how do you craft a compelling GTM plan when the answer keeps changing? We were brought in to solve the riddle. Not just to create desire, but to define direction.

  • Strategy
  • Brand Development
  • Advertising
  • Brand Campaign
  • Naming
  • Brand Architecture

Solution

To unlock Whoosh’s potential, we first needed to focus it. Using our TruthMapping™ framework, we evaluated every possible use case through the lens of business scale, cultural momentum, and human impact. The answer was clear: Whoosh belonged in cities. We went to New Zealand and spent meaningful time with the founders and engineers, becoming part of Whoosh team at a foundational level. We helped build vocabulary, identify and distill the market, land collaboratively on a detailed and ownable strategic position and give an actionable GTM strategy, including sell-in tools for host cities.

    We don’t need another detour.

    We need a departure.

    Urban transportation wasn’t just the most complex vertical, it was also the one where Whoosh could matter most. We named a new category – the “Smart Gondola” — and built an entire brand platform around it: Above it all. From messaging architecture to GTM clarity, we first achieved focus with a team in love with all the possibilities.

    No friction. No fiction.

    We positioned Whoosh as the system that solves for every friction point plaguing modern transit. Elevated, efficient, and ready to meet a world desperate for alternatives.

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