ugo, the world’s first waterproof pack that combines fashion, function and technology, was created by Co-Founders Melanie Cole and Vicky DeRouchey for people who want to live their lives to the fullest in and around the water – “We are passionate, loyal, grateful, fun-loving people, that believe everyone deserves to be free, to do what they want, when they want and with whom they want. It is that belief, along with surviving two bouts with breast cancer, that motivated us to fulfill a life long dream to work for ourselves. Three years ago we set out to solve a very common problem – how do we carry and keep our electronic items safe while enjoying time in and around the water? Our solution is ugo – a product that lets you choose freedom, not fear!
We were engaged to guide development of the Strategic Vision and Brand Strategy to introduce the world to the ugo Brand. The Strategic Vision included creating a future profile of all aspects of the company, including: business concept, driving force, customers, brand, products, geography, marketing and promotion, organizational structure, culture, financial performance, etc. And, finally, to determine the Critical Issues on which the company must focus to achieve the Strategic Vision were identified.
In developing the Brand Strategy we uncovered customer’s underlying needs and motivations, and determined how we wanted the ugo brand to evolve in the future. Next, we created a Brand Promise that was compelling, believable and distinct in order to drive growth that was consistent with the Strategic Vision.
Lastly, we managed outside resources to develop the Logo, Website, Tagline (“Dare to be Free”) and all other marketing-related activities.
- Melanie Cole – Co-Founder and President
- Vicky DeRouchey – Co-Founder and CEO
- Lori Hall – Founder and Owner of Get Lorganized
- Deb Hilmerson – Founder and President of Hillmerson Safety Inc
- Lisa Lavin – Founder and CEO of Anser Innovation
- Scott Loeser – Founder of Marked Leather & International Sourcing Professional
- Paul Luger – Entrepeneur
- Zachery Nelson – Founder and Owner of The Zachary Nelson Co.
- Susan Walvius – Co-Founder and CEO of Sheex