Problems

Markable operated in a highly competitive PR market with limited differentiation. Like many agencies, it offered broad communication services without a clear niche or category ownership.

The challenges included:

• Lack of a distinctive brand identity
• Generic market positioning
• Limited competitive differentiation
• Difficulty standing out in a saturated PR environment

Without strategic focus, growth would depend on competing broadly rather than dominating a specific vertical.

Markable needed a clear narrative, a strong visual identity, and a defined strategic territory that would allow it to own a category rather than fight for attention.

Solutions

I developed a brand strategy that repositioned Markable around a single, high potential vertical: franchises. Instead of presenting the agency as a generalist PR firm, we focused on becoming the communication authority for franchise brands, networks, and expansion strategies.

From that strategic foundation, I created a complete brand identity system, including logo design, visual language, messaging structure, website, and presentation frameworks. The identity reflected clarity, confidence, and scalability, reinforcing the idea that Markable understood growth driven businesses and structured expansion models.

The website and sales presentations were designed not only as institutional materials but as conversion tools. Messaging emphasized specialization, industry knowledge, and measurable impact within the franchise ecosystem.

By aligning brand, positioning, and business development around a defined niche, Markable moved from being another PR agency to becoming a category leader.