Roots & Rigour

Case study

Roots and Rigour Rapid Audit

Roots & Rigour

How a 48-hour brand audit gave a pre-launch research company the strategic foundation to disrupt an entire industry

 

The challenge

Roots & Rigour had developed their service offering and core brand ideals, but they were about to launch into one of the most crowded, jargon-heavy sectors imaginable: academic research. They knew their participatory approach was genuinely different, but they needed fresh strategic thinking to cut through the institutional noise.

The pre-launch problem: Great ideas and genuine innovation, but no clear way to communicate why they mattered or how they were different from every other research consultancy claiming to be "community-focused."

 

What the audit uncovered

Hidden strategic assets:

  • Category-defining positioning - "participatory research" vs. extractive academic approaches, completely unexplored
  • Media ecosystem leverage - existing AiAi Studios and Navango platforms ready to amplify the brand
  • Authentic mission clarity - genuine commitment to community agency buried under academic language
  • Cross-platform integration opportunity -three separate entities that could become one powerful cultural force
  • Market disruption potential - ability to challenge entire research industry conventions

Category-defining positioning

Strategic problems diagnosed:

  • Competing in the overcrowded "research consultancy" category
  • Academic jargon hiding an authentic community-first approach
  • Separate media assets not connected to the main brand strategy
  • Revolutionary methodology presented as an incremental improvement
  • No clear narrative connecting rigorous methods with community wisdom

 

Solutions & tools provided

1. Category redefinition strategy

  • FROM: "Community-focused research consultancy"
  • TO: "Participatory research that transforms knowledge creation itself"
  • DIY framework: Clear positioning that rejected academic extraction model

2. Integrated brand architecture

  • Connected Roots & Rigour to existing AiAi Studios and Navango ecosystem
  • Created strategic framework for cross-platform amplification
  • DIY tools: Brand architecture that turned three separate entities into one cultural force

3. Authentic voice development

  • Extracted genuine passion from academic corporate speak
  • Developed "passionate but rigorous" tone that challenged conventions
  • DIY implementation: Voice guidelines that made complex ideas accessible without losing credibility

4. Strategic messaging framework

  • "Knowledge created with communities, not about them"
  • "Where community wisdom meets methodological excellence"
  • DIY tools: Complete messaging hierarchy for different audiences and contexts

5. Launch integration plan

  • "Knowledge created with communities, not about them"
  • "Where community wisdom meets methodological excellence"
  • DIY Tools: Complete messaging hierarchy for different audiences and contexts

The Impact

Immediate changes Roots & Rigour made:

- Used audit messaging a foundation for website copy and brand positioning
- Implemented integrated brand architecture across all three entities
- Launched coordinated teaser campaign using podcast, video, and LinkedIn
- Applied strategic language framework to all communications
- Started leading with participatory methodology instead of academic credentials

Business results:

- Clear differentiation as research disruptors vs. academic consultants
- Integrated media strategy that amplifies the core message across platforms
- Brand foundation supporting an ambitious cultural change mission
- Strategic framework enabling coordinated ecosystem development
- Authentic voice that attracts community partners and institutional clients

Marketing campaign benefits:

- Teaser campaigns now hit consistent messaging across all touchpoints
- Media ecosystem working as unified cultural force instead of separate entities
- LinkedIn, podcast, and video content reinforcing the same strategic positioning
- Clear value proposition that pre-qualifies mission-aligned prospects
- Brand architecture that scales with ecosystem growth

 

The catalyst effect

After implementing the audit insights, Roots & Rigour's founders realised they weren't just launching a research company—they were building a cultural movement. The strategic foundation became the catalyst for an integrated approach that positions them as industry disruptors rather than service providers.

Agency takeaway

"When you know the client well and they're ready to act decisively, a rapid audit can achieve what normally takes months of strategy work. Roots & Rigour didn't just get messaging—they got a complete strategic framework that connected their revolutionary approach to their existing media assets, creating a platform for genuine industry disruption."

Audit Duration: 48 hours
Client Investment: One-time audit fee
Implementation: Client-led using provided strategic framework and existing media infrastructure
Campaign Impact: Coordinated teaser campaign across podcast, video, and LinkedIn that positions them as research industry disruptors rather than academic consultants