Looks like a tree. Sounds like a tree.
But turns out, the Joshua Tree isn’t a tree at all. It's actually a cousin of the agave plant (without that tequila-producing punch).
So what's the Joshua Tree of the creative world? That would be brand. Often oversimplified or mistaken for something it’s not: a logo, a tagline, a name.
Like the Joshua Tree, brand is nuanced. And it can be tricky to define and leverage — especially for a start-up.
That’s why I invited eight Soluna team members on a creative pilgrimage to the California desert for a Brand Summit. For five days, we explored the intricacies of brand and dove deeper into Soluna’s DNA by:
• Auditing Soluna’s brand elements
• Reviewing internal user research and feedback on the Soluna brand
• Exploring external research on Gen Z branding preferences
• Conducting a competitive analysis of other mental health and wellbeing apps
• Ideating on how to refresh the Soluna brand
• Developing tangible takeaways for testing
We left the Mojave with Soluna's brand archetypes, a go-forward brand refresh strategy, and respect, chemistry, and connection that never would’ve bloomed had we not met and invested in each other in person.
The desert is mysterious — full of life, beauty, and its own brand of magic. So are creatives.