Freedome, the online marketplace for outdoor activities, was ready to take the next big step: becoming a brand.
They already had an awesome platform, tons of exciting experiences, great customer service, and plenty of happy users. But to keep growing and attract more customers, they needed a clear brand positioning - a way to tell the world who they are and why they matter. So I teamed up with them to shape their brand proposition - something that captured their identity and highlighted the impact they want to make.
The strategy work
We talked to a lot of Freedome’s customers and uncovered a common tension: most of them had a strong desire to make the most of their free time, to look back one day and see a life full of exciting experiences. But at the same time, many felt stuck in the same old routine: going to the movies, wandering around the mall, grabbing an aperitivo downtown...
That’s when we found our “enemy”: the boring routine that takes over our spare time and makes us feel trapped. And with that, the brand’s role became crystal clear: Freedome exists to break that routine. To set people free and inspire them to escape their invisible traps.
We captured it all in one simple line: “Vivi fuori dal comune.” An open invitation to get out, out of your house, out of the city, off the beaten path, even out of the “matrix” of our digital lives, and start living unique, thrilling adventures.
The outcome
The new brand strategy launched in June 2025 with a bold outdoor campaign, able to bring Freedome’s daring personality to life, cooked up by a super-talented creative duo.
But the work with them went far beyond just a campaign. We built a solid creative platform that Freedome can rely on to grow its awareness and reputation over time. A unique personality, a clear brand proposition, and a distinctive tone of voice: everything they need to fuel future campaigns. And finally a storytelling framework designed to spark engagement both inside the company and out in the world.
