GoPro
Brand architecture for a company in change
Challenge
In 2026, GoPro launched a cinema camera line, explored defense work, teased a smart motorcycle helmet, and agreed to merge with an AI optics company. One name now had to stretch across all of it. Without clear rules, a name that strong starts to mean nothing.
Insight
The GoPro name earns trust wherever there’s a lens. Everywhere else, it borrows against it. The biggest gap wasn’t a camera. It was the app: the part of the business people pay for every month carried a different name, Quik.
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Approach
I ran it the way a top brand consultancy would, in five steps: audit, research, options, decision and rollout.
Solution
I ran it the way a top brand consultancy would, in five steps: audit, research, options, decision and rollout
*Full Case Study available upon request
