Magellan

Creating Magellan – The Revolutionary Consumer Journey Mapping Tool

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P&G’s innovation team approached us to create Magellan from scratch. This wasn’t just another branding project – we were tasked with bringing to life a groundbreaking product that would fundamentally change how brands understand and navigate consumer behaviour. Magellan represents the first comprehensive tool to map the zero moment of truth, that crucial research phase where consumers form opinions before making purchasing decisions. This collaboration would challenge us to translate complex consumer psychology concepts into a simple, accessible tool that provides clarity in an otherwise chaotic marketing landscape.

A circular pattern of purple dots forms a spiral above "MAGELLAN" in bold purple letters, set against light blue—reflecting a strategically‑led branding studio focused on creative that converts.
White dots form a spiral pattern above the word "MAGELLAN" in bold white letters, all set against a solid purple background—capturing the essence of Creative that Converts for impactful performance marketing.

P&G’s innovation team came to us with several critical challenges in bringing Magellan to market: Complex Concept Simplification: The zero moment of truth is a sophisticated marketing concept that needed to be made accessible to brands and marketers who weren’t familiar with advanced consumer psychology. P&G needed a way to translate this breakthrough insight into a practical, easy-to-understand tool that could be applied universally. Creating Something from Nothing: Unlike most branding projects that involve repositioning existing companies, Magellan needed to be created entirely from scratch. This meant developing everything from the fundamental brand strategy and naming through to packaging, digital presence, and go-to-market approach. Bridging Innovation and Practicality: P&G’s innovation team had developed a revolutionary model for understanding consumer behaviour, but it needed to be packaged in a way that would appeal to busy marketers looking for speed, simplicity, and focus in their increasingly complex work environment. Universal Application Challenge: The tool needed to work across different industries, brand sizes, and market conditions. Creating a brand identity and positioning that could appeal to everyone from startup founders to global brand managers required careful strategic thinking. Internal Model to External Product: Magellan was developed as an internal P&G innovation, but needed to be transformed into a standalone product that could be sold and applied to any brand worldwide. This required creating an independent brand identity whilst leveraging P&G’s credibility and expertise.

A branded letterhead, a blue envelope, and a green leaf are arranged on a purple surface. Featuring "Magellan’s" circular blue logo, this set-up reflects Growth by Design with creative that converts through standout branding.

We employed our comprehensive brand creation methodology, working closely with P&G’s innovation team to build Magellan from the ground up: Strategic Foundation & Naming We began with intensive workshops to understand the zero moment of truth concept and its revolutionary implications for marketing. Through collaborative sessions, we developed the Magellan name – a reference to the famous explorer who navigated uncharted territories, perfectly capturing the product’s role in helping brands navigate the complex consumer journey. Brand Positioning & Messaging We positioned Magellan as the essential navigation tool for modern marketing – providing “speed, simplicity and focus in an otherwise chaotic world.” This positioning emphasised the product’s ability to cut through marketing complexity and provide clear direction, using the metaphor of a spyglass that reveals what matters most. Visual Identity & Design System We created a distinctive visual identity that reflected Magellan’s role as a navigation and discovery tool. The design system incorporated exploration and mapping themes whilst maintaining the professional credibility required for a product backed by P&G’s innovation expertise. Digital Strategy & Web Development We built a complete digital presence for Magellan, including web development and social strategy that would support the product launch and ongoing customer engagement. The digital strategy focused on demonstrating the tool’s universal applicability and practical benefits.

Breakthrough Market Position, Universal Brand Appeal, Scalable Infrastructure.

A purple notebook with a turquoise spiral dot pattern on the cover, an elastic band, and ribbon bookmark, placed on a solid blue background—perfect for jotting down scalable growth strategies for start‑ups or planning your performance marketing goals.
White dots spiral around a central point on a bright blue background, forming a circular pattern above the word "MAGELLAN" in bold, white capital letters—embodying Growth by Design for scalable growth strategies for start‑ups.
Two teal business cards with white text and a circular dotted logo on a purple background; one card shows contact details, the other displays the Growth by Design logo, reflecting Creative that Converts.
A branded letterhead, a blue envelope, and a green leaf are arranged on a purple surface. Featuring "Magellan’s" circular blue logo, this set-up reflects Growth by Design with creative that converts through standout branding.