Conqur Endurance Group

Bringing clarity and purpose to a growing brand portfolio of athletic events.

Conqur Endurance Group Logo


A subsidiary of McCourt Global, LA Marathon LLC is an organization that produces running events throughout Southern California including the Los Angeles Marathon, the Santa Monica Classic, and the U.S. Marathon Olympic Team Trials.

Since the corporate brand shared the same name as its most well-known event, it was difficult for audiences to understand that the organization was more than just the Los Angeles Marathon. As a result, audience recognition remained stagnant and the organization struggled to grow its portfolio through new partnerships and sponsorships. The organization needed to elevate its identity above its signature events.


Our branding engagement began with in-depth field research into the experience of LA Marathon LLC’s events – attending, cheering, and even participating. At these events, we also conducted qualitative interviews and learned that the act of running wasn’t what unified participants, sponsors and supporters.  Rather they were united by the feeling of individual grit and mutual support that comes with endurance.


To put the spirit of endurance at the forefront of the brand, we renamed LA Marathon LLC as Conqur Endurance Group. The new name was supported by a new visual identity, website design, and brand messaging platform based on the tagline and rallying cry, “Triumph in Motion,” which encouraged participants, partners, and the brand itself to use endurance as a channel for inspiration, training, and celebrating human connection.

Diocese of Orange

We helped the Catholic Church create cohesion with a unified brand voice and design system.


The Diocese of Orange is one of the largest and fastest growing Catholic communities in the nation with 62 parishes and numerous programs, services, and schools in Orange County, California.

The Diocese of Orange purchased the Crystal Cathedral and its surrounding 45 acres with the intention of creating a central campus for Catholicism in the West.

That same year, the Diocese launched a capital campaign to gain financial support for the new property. While the marketing materials focused primarily on the functional aspects of the physical property, there was no mention of the property’s purpose or how it related to the Diocese at large. For the capital campaign to be successful, the Diocese recognized that both the property and the Diocese needed a defined purpose and identity.

One barrier to achieving this was that active Catholics had strong relationships with their community parishes and priests, but little interest in connecting with those outside of their immediate place of worship. As a result, each parish focused its communications on its own congregation. It therefore became increasingly difficult for audiences to understand and support the Diocese.


Through in-depth research including 60+ interviews with clergy, lay leaders, and parishioners, we learned that the vernacular of local and global Catholicism can be isolating. In an effort to unite Catholics of all ages, ethnicities, and socioeconomic backgrounds, we re-established the Diocese of Orange’s core mission as an institution that leads individuals on their own, highly personal faith journey.

The Crystal Cathedral – renamed the Christ Cathedral – was positioned as the beacon of faith in Orange County, the physical space where audiences could experience their own journey of faith together.


Armed with a clarified purpose and meaning, we developed a new visual identity, brand architecture system, and messaging strategy for both the Diocese and the Christ Cathedral property. The systems were treated as a “family of brands” with shared visual assets, voice, and tone to reinforce their relationships to each other.


The brand systems were applied to numerous websites for the Diocese of Orange and Christ Cathedral, as well as all subsequent marketing campaigns.

 The Diocese of Orange also conducted two waves of brand equity research to measure awareness, opinion, and perceptions among Orange County Catholics of the Diocese institutions and key leadership. The first research phase was run prior to investment in the brand programs, and the second wave was run after the brand program was executed.

There was a sharp increase in awareness, positive opinion, and foundational perceptions of the Diocese and its leaders. This increase was most pronounced among young and engaged Catholics, who were key to the Diocese’s growth and success.  The quantitative research also validated the positioning of the Christ Cathedral property, and instructed individual parishes on how to drive engagement within their own communities.


We helped an industry leader rebrand and prepare for acquisition.


Synagro is the largest wastewater treatment operation in the U.S., with over 30 years of industry-leading experience. After many strategic acquisitions, Synagro expanded its portfolio to become a full-service, end-to-end product and solutions provider for wastewater treatment, waste disposal, and the production of new products from recycled waste.

As Synagro grew, communications became fragmented, focusing on the technical aspects of managing waste challenges at an individual product level rather than communicating the value of the broader organization to its stakeholders and diverse customers. Misaligned marketing materials produced by individual departments created challenges with customer comprehension, industry perceptions, and the ability to gain new clients and cross-sell.


During our discovery process, we learned that Synagro did more than treat wastewater but was not getting credit for its vast offerings, and that its competitors all communicated on a technical, almost scientific, level.


We created a new brand position around the synchronization of people and planet – synchronizing outputs from population growth with the health of the planet.  This was a position Synagro could own, with a new meaning behind the company’s name (synchronized growth).

We developed a new visual system and design executions based on this new position, drawing inspiration from the natural human-to-plant cycle that’s reinforced through Synagro’s offerings. The system focuses on imagery that captured images of the Earth that were relatable to their buyers, and environments where Synagro impacts the environment, rather than focusing on facilities and function.

Design and strategic executions included a new website, marketing collateral, creation of case studies, building social media strategies, event and space design, and multiple direct marketing materials. This visual strategy helped differentiate Synagro from competitors as well as introduce a new way of viewing what it does.  As a result, Synagro’s employees were proud to talk about where they worked.


To better communicate its range of products and services, we reduced the brand architecture from thousands of offerings to four key categories: Cleaning, Transforming, Producing, and Reusing.  This created a framework audiences could easily remember, and facilitated an increase in cross-selling because sales professionals were able to talk about the extreme breadth of offerings in a simple way.

Ultimately the rebranded company and refined portfolio were successfully acquired by a private equity firm.

Notre Dame

We helped a world-renowned university manage its most iconic symbols.


Notre Dame is a university with a rich history and esteemed athletics program. With numerous stakeholders – students, athletes, alumni, coaches and fans– the Notre Dame Athletics brand has numerous impassioned audiences that all care deeply about the success of the “Fighting Irish”.

Notre Dame Athletics was managing a portfolio of invaluable brand assets without brand guidelines and standards. This confused decisions such as which assets to use on its hallowed football field and helmets. The lack of guidelines made decisions inefficient, inconsistent, and political.


We identified current associations and opinions of each brand asset. For example, there were multiple iterations of the Notre Dame monogram – the strongest identifier of the athletics program.

Notre Dame Athletics needed an asset hierarchy and structure, as well as a strategy to ensure consistent application of the brand system.


We developed comprehensive brand guidelines for internal and external stakeholders.  This framework included profiles for each visual element, including color, typography, mascots, graphics, slogans, and use cases.

We also rebuilt the Notre Dame monogram to ensure that this primary mark is used consistently inside and outside the university.

Restaurants On The Run

We repositioned a food delivery veteran for the new era in food delivery.


Restaurants on the Run delivers restaurant food through a proprietary, web-based ordering system. The company grew to become one of the nation’s largest restaurant food delivery services.

Restaurants on the Run relied heavily on promotions and discounts, as well as its reputation for customer service.  However, with competition intensifying, relying on functional benefits had the potential to commoditize the company.


We uncovered a critical differentiator that became the foundation for a new brand story – the company’s sophisticated use of data to ensure order accuracy.  This was casually referred to internally as Foodgistics (Food + Logistics).  The company did not celebrate the extent to which the intellectual property addressed a key consumer need while also increasing the company’s value as an acquisition target.


Restaurants on the Run’s consumers, who were largely business meeting coordinators, placed high value on the order customization process management – which was built directly into the company’s technology platform.  However, Restaurants on the Run never took credit for its technology investments and how they enabled a great customer experience.  We created a brand story that promoted the importance of this proprietary technology when selecting a food delivery vendor.

We then updated the verbal and visual brand systems to refocus Restaurants on the Run’s strategy. The website, brochure, logo, and sales sheets were redesigned in accordance with the new brand system.  We also created brand guidelines to ensure that future communications would be on-brand.


Following completion of the brand program, Restaurants on the Run was successfully acquired by Chicago-based GrubHub, and positioned as a new offering, GrubHub for Work.


We helped a food pioneer grow through a brand system that met the needs of a modern audience.


Schaffer is an event catering business based in Los Angeles. The company had established a strong reputation over 20 years but it was time to accelerate its growth.

For Schaffer, this meant more than winning new clients. It was about finding new meaning, energy, and direction for the business. However, competition was intensifying, and consumer preferences were shifting. To reach its growth goal, the company needed to engage with an emerging generation of key decision makers.


The first step was to understand what was driving industry change. Our analysis revealed increased interest in experimental food concepts and a preference for experiences over products. These trends presented Schaffer with a new opportunity.

Our audit revealed an opportunity beyond high-quality food and catering services. Where Schaffer truly excelled – but did not celebrate – was its creation of premium, memorable event experiences that brought client ideas to life.


We worked with Schaffer to assert a brand position through key messages that connected directly with their buying audiences. We evolved their visual identity to align with the new positioning, developing new color schemes, photography styles, and key design assets.  Both messaging and design came together in a new cross-platform web experience.


We helped a tech innovator continue to protect the entertainment industry.


For over 20 years, Verance has been developing technologies to protect, measure, and enhance premium content for the entertainment industry. Its flagship product, Cinavia®, became a global standard for protecting filmed entertainment content on physical media.  However, Blu-ray and DVD ownership began to decline, and the protection of premium content on physical media was no longer enough for the company to survive.

In order to support its legacy Cinavia product while pursuing growth in new technology solutions, Verance needed to migrate to a portfolio of offerings and clarify its brand position.


Verance’s technologies were getting lost in tech-speak, making it hard for audiences to find and understand its offerings. Rather than explaining highly technical features, Verance needed to communicate high-value benefits that non-technical executives could grasp and celebrate.

Verance needed to delineate itself from its products.  By elevating the positioning of the company to industry thought leader, most communications could then focus on high-level client opportunities – migrating complex technical language down into the portfolio.


We recommended building an ingredient brand, like Dolby Digital or Gore-Tex.  We developed a strategy centered on this concept, with new messaging directions and communications materials to address key market segments.

We also created a comprehensive visual system and logo to infuse the brand with a look and feel that aligned with the new brand position. Brand guidelines ensured the organization’s consistent application of the brand system.


Armed with updated verbal and visual brand systems, Verance activated new marketing efforts ranging from a new website and animated videos to corporate presentations and a trade show booth.  With its new master brand, Verance has the flexibility to extend its capabilities beyond its core industry.


We helped a health care supply chain company rename and find its stand-out story.


RiseNow is a premier consulting firm that helps health organizations maximize their supply chain efficiency. The company was born as a spinoff from its larger parent firm to take advantage of its specialized focus in healthcare.

As a newly formed company, RiseNow had ambitious growth objectives, and needed to quickly articulate its value to its audience. RiseNow worked with us to uncover a unique brand story, name and identity that would propel its growth.


During our rapid research process, we learned that supply chain deficiencies had become the status-quo, leading to desperately squeezed operating margins in health care.

Frustrated business leaders were looking to their enterprise system vendors to help fix their problems.  All they encountered were complex technical options with no human face.  We identified RiseNow’s most valuable resource in its agile and taskforce-like team.


We created a focused brand positioning and new company name, RiseNow, to speak to its impact on clients, a verbal system and messaging framework to direct its communications, and a visual system and logo to bring its story to life.

We created a new website and offering-level messaging to showcase and deliver RiseNow’s new brand story.


At the start of our work, RiseNow supported clients without a clear name and identity.  It has now taken a bolder, more visionary stance in the market while synchronizing internal teams and conveying a clear direction for the organization as a whole.

Seven Lakes Technologies

We helped a technology provider redefine expectations in oil and gas software solutions.


Since 2009, Seven Lakes Technologies has offered analytics and workflow software for oil operators. However, the company’s growth faced several challenges due to a severely depressed oil and gas market.

To expand its market reach, Seven Lakes Technologies planned to release a new flagship data analytics and actions engine, which would transform how large oil and gas companies access and use their information.

Seven Lakes Technologies needed a brand strategy to claim its position as a technology leader in oil and gas and introduce new offerings.


Although the Upstream Oil & Gas industry includes large, legacy organizations with their own proprietary data analytics solutions, nimbler companies are disrupting the status quo.

Our Discovery uncovered several opportunities.  Oil and gas management technologies were hard to use and manage, and required highly technical assistance to advance.  The pace of oil and gas production has accelerated and required increasingly dynamic information processing to act in a timely manner.  And the oil and gas solutions industry was made up of industry mining veterans that migrated to tech, whereas Seven Lakes was born a technology company that focused it technical savvy on oil and gas.

There was a clear opportunity for Seven Lakes to build a brand around its ability to amplify the impact of technology leadership in oil and gas companies.


We conducted full discovery research, defined a new brand position aimed at both business objectives and customer desires.  With a differentiated direction for the brand, Seven Lakes Technologies could engage oil and gas industry customers of all sizes by speaking to the importance of not only their data, but the people who capture, share, and act on it.  This empowered workforce used data-driven decision-making to maximize efficiency in both up and down markets.

We created supporting brand verbal and visual systems to guide marketing communications, and developed over 150 name recommendations for its new platform-as-a-service offerings.


Seven Lakes Technologies successfully re-launched its corporate brand at the same time as its flagship software platform.  Based on the frameworks and assets delivered, Seven Lakes successfully redesigned its website and established its market position within a single quarter.

Track Distillery

We helped name and launch a new offering for a leading commercial music production company.


Megatrax was established in 1991 as an independent music production resource for television networks. Since then, the organization expanded to provide custom-produced, exclusive music for feature films, trailers, TV shows, commercials, promos, presentations, webcasts, and podcasts.

MegaTrax had traditionally produced technically complex music, but as demand grew for simpler tracks, new competitors entered its market. To remain competitive, MegaTrax developed a new collection of minimalist tracks.

In order to help current customers understand this new offering, MegaTrax needed a name and tagline to capture the essence of the new catalogue.


Through our discovery we identified competitors with similar offerings, and found that the names of these offerings were descriptive and highly functional. We determined that a more evocative name and tagline would help differentiate the catalogue, and also generate excitement and interest for the new offering.


We developed a new name and tagline to capture the essence of this offering in a catchy and compelling way.

With an exciting new direction, we then developed logo options and an animated video to introduce the new catalog to the world.  Then came a brand story, storyboards, and a custom music track for the final video.