The more we studied the competition and learned about "micro-influencers", the more we were able to get under the skin of what the project was really about. The competition is characterized by vibrant colors, technical marketing jargon, a fixation on data & tech, digital illustration and generic digital fonts. They look, feel and sound very similar. Everyone talks about these so-called micro-influencers as if they were just data points for the brand's bottom line.
These observation gave us clear direction. Unlike the competition, the RepHike brand identity would be characterized by natural colors, plain speak, a focus on people, photography and fonts with humanity & personality. The brand message find your people became the prominent piece of communication, with the name RepHike taking a back seat. Whenever possible we avoid the word micro-influencer, talking instead about people or creators.