Redesigning high performance coaching for the digital age
Hintsa Performance collaborated with Nordkapp and Proxy Ventures to redesign their brand, portfolio, web presence and digital strategy. The project was looking into two time horizons: first introduction of the new brand as well as the longer-term development of the digital customer experience.
The project kicked off by gathering internal and external insights on Hintsa’s services, customer experience and brand promise. As Proxy Ventures was defining the basis of the new brand and visual identity, Nordkapp was looking into the future roles of the different digital touchpoints, tied together by a future-proof digital strategy. Also a customer-oriented framework for Hintsa’s service portfolio was created to help to communicate the brand promise across different customer groups. The first project results came alive as Hintsa’s new website, designed by Nordkapp, was launched in June 2022.
From elite sports to global businesses and high performing individuals
Hintsa is the world’s leading, evidence-based coaching company, helping top athletes and business professionals achieve sustainable success. Hintsa's approach originates in the work of Dr Aki Hintsa, who discovered that sustainable high performance is built on a foundation of holistic wellbeing. Over the course of two decades, the multidisciplinary team of experts took the idea that began in the African plains and winds through the Formula 1 paddocks and on to the highest levels of business worldwide. Today, Hintsa has served 500+ organisations with over 2,000 intensive individual coaching programmes.
Challenge
Improved reach and impact through crystallised brand and service portfolio
While Hintsa’s elite-level coaching still remains highly tailored for top athletes and individual business professionals, the company continues to reach out to broader audiences, and impact, through corporate wellbeing programmes and digital coaching solutions. With this in mind, Hintsa contacted Nordkapp and Proxy Ventures. A journey to redesign high performance coaching for the digital age began.
Solution
Approaching brand architecture from the portfolio perspective
The project was focused on redesigning Hintsa’s brand, service portfolio, web presence and digital strategy. The project was looking into two time horizons: first introduction of the new brand as well as the longer-term development of the digital coaching experience. While Proxy Ventures focused on designing the new brand and visual identity, Nordkapp was driving the work around Hintsa’s renewed web presence and customer centric digital strategy. Hintsa’s brand architecture and service portfolio was crystallised in close collaboration with Nordkapp and Proxy Ventures and Hintsa’s key stakeholders.
Impact
Customer centric digital strategy as a key enabler for future growth
The project outcomes give a solid backbone for long-term design and development of Hintsa’s digital presence for years to come. Digital solutions keep scaling Hintsa’s reach to new user groups, ease access to world-class coaching, and create data around measurable outcomes and effective lifestyle interventions. In July 2022 Hintsa Performance raised €5.1M to expand its holistic wellbeing & performance solutions to the wider public via its new Hintsa App. The mobile app and wellbeing platform will first be available to companies and organisations, and later to individual consumers.
The first project results came alive as Hintsa’s new website, designed by Nordkapp and developed by Paper Planes, was launched in June 2022. As the strategic development of the digital experience continues, the new web presence is already warmly greeted by Hintsa’s customers and stakeholders alike.
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