Every day, we have a hundred things on our plates, running around trying to get this done and that done. It is how humans are wired, to find their “purpose” in life—constantly changing and evolving. Businesses are the same way. A business without its own “why” and purpose is unlikely to be successful. Without having goals and knowing where you want to go in life or where you want to see your business develop, you will stay stagnant and get left behind by people and businesses chasing after their own dreams.
What is Human-Centered Branding?
Fix & Form is driven by its why, which is a concept known as human-centered branding. Human-centered branding is a newer concept, shifting traditional views of sell what you can make to make what you can sell. The traditional formula focused efforts of making something then using marketing to figure out how to sell it. Now, with a more human approach, the formula is not just to sell what you can make. Instead, figure out the needs of your consumers, what they connect with, and create a solution to sell. This shift from product-first to people-first is at the core of successful brands. But, here’s the catch: like most things, having genuine human-centered branding is not as easy as it looks.
An Aligned Brand vs. an Unclear Brand
Picture two scenarios of a business called Surfin Spoon that dominates in making its “why” clear.
Scenario 1
Imagine Surfin’ Spoon without its soul, just a frozen yogurt shop coasting on its Outer Banks location. The flavors are decent, the surf theme is on-brand, and the space looks like it belongs in a tourist town. But beyond the surface, something’s missing. The service feels routine. The walls, though decorated, lack meaning. Social media is filled with promos and product shots, but there’s no story, no sense of who’s behind the counter or why this place exists in the first place. People stop in, grab a treat, and leave—satisfied, but unmoved. The experience is forgettable because it’s not anchored in anything deeper than frozen desserts.
Scenario 2
Now, picture Surfin’ Spoon as it really is, rooted in a clear, joyful, and community-driven “why.” Founded by pro surfer Jesse and his wife Whitney, Surfin’ Spoon was never just about yogurt. It was about creating a place that felt like family, like childhood summers, like laughter echoing off the dunes. Their “why” is to spread joy, one scoop at a time—and everything about the shop reflects that. They put the community first, shaping what it really means to use human-centered branding. From the handwritten notes and surfboards on the walls to the local artwork, illustrated children’s books, and dollar bills turned into donations, the Spoon is a love letter to the Outer Banks. It’s a gathering space, a tradition, a moment of lightness in someone’s day. Surfin’ Spoon stands out not because of its product alone, but because of its purpose: to make people feel welcome, nostalgic, and part of something real. That’s what keeps people coming back. That’s what makes it unforgettable.
How Fix & Form Finds Your Brand’s Why
Struggling to find your why? Fix & Form specializes in helping you do just that. Not only do we help you find your brand’s why, but we elevate it to a new level, creating a relationship and brand that resonates.
Inside our Human-Centered Branding Approach
Our process starts with creating a human-centered relationship with you. We collaborate to identify your needs, goals, and dreams. We’ll identify problems to solve, missing feedback you’re seeking, and which of our solutions or subscriptions will align best with your next steps in achieving the brand you are striving to bring to life. Next, we’ll schedule the sessions, decide on the best working locations and methods, and start getting sh*t done. Each project kicks off with a strategic session designed to maximize potential outcomes and set the stage for success. Our collaboration might feel a bit like “talk therapy” for your brand—we’re all about open communication and teamwork. Our work together could span several months, depending on the chosen solution or subscription. We start by laying a solid foundation, whether that means revitalizing an existing brand or creating a new one from scratch. From there, we move into visual design and round out with the development of marketing tools that bring your brand to life. As our project wraps up, we bring everything together in the Fix & Form Brand Guidebook. This custom guide is a comprehensive overview of your new brand’s identity and foundation. We’ll walk you through each element of your brand’s visual style, including all the collateral and assets we’ve created together. This is your full package—the complete setup to launch your refreshed or brand-new identity into the world.
Our Comprehensive Branding Service
Our comprehensive branding service drives the branding home. This offering is tailored for businesses aiming to launch, refresh, or completely overhaul their brand identity. Services can include:
Brand Therapy & Identity
Strategy sessions that define your brand’s core values, mission, and vision. This foundational work is essential for creating a brand that truly reflects your ethos and is customized solely around you. Revealing identity, target audience, offerings, internal and external brand values, and more.
Custom Brand Guidebook
A comprehensive manual that includes all critical brand elements. This guide ensures consistency across all platforms and media, a crucial factor for brand recognition. To be used by all teams and individuals working on and in your brand moving forward.
Visual Brand Design & Logo
Our designer creates a visually stunning logo along with secondary logos, icons, and variations. This service includes a full set of brand guidelines to maintain visual integrity, including fonts, color palette, and styles.
Branded Website
A fully customized, responsive website that reflects your brand’s identity and engages your target audience effectively. Includes design, copywriting, and development. Starting at 5 pages.
SEO Setup & Web Copy
A full audit and setup to optimize every element that will impact your organic SEO from the beginning, to support ongoing SEO work in your future, as well as cleverly crafted brand copy for a 5-page website, starting.
Tech Support Post-Launch
A true value of 3-month assurance with our amazing help desk, providing website tech support, and anything digital that comes up after your rebrand or launch a new brand. Includes 3 hours of website updates and error fixing.
The WHY Behind Fix & Form’s Brand
We have shared what human-centred branding is and why finding your “why” is so important. But, what about Fix & Form’s why? What about human-centered branding drew us so passionately to create a brand that does just that? Simply put, we did not want to be part of the corporate, product-first world. We thrive as humans from human connections, and ironically, businesses thrive on human connections too. Our work is founded in deep discussion, called “brand therapy”, where we break down the walls and unleash the potential each client has. Finding meaning in each business day is what fuels us to keep growing as a business and putting clients first.
The Human-Centered Branding Approach in Action
We want to highlight other businesses we know are thriving using the human-centered branding approach and strongly rooted in their brand’s “why”.
Little Man Ice Cream
Little Man Ice Cream brings joy and connection to the Denver community through its handcrafted, small-batch ice cream served in a playful and welcoming environment. Their iconic milk-can-shaped shop in the Highlands neighborhood isn’t just a place to grab a treat—it’s a beloved local gathering spot where families, friends, and neighbors come together to share smiles and create lasting memories. The brand’s commitment to community goes beyond just delicious flavors; it’s deeply rooted in inclusivity, nostalgia, and a genuine sense of belonging. Central to their mission is the Scoop for Scoop program, which has been making a global impact since 2008. For every scoop sold, Little Man donates a scoop of rice or beans to communities facing hunger worldwide. This initiative has resulted in over two million scoops donated across countries such as Uganda, Peru, and Cambodia, turning each customer’s purchase into a meaningful contribution. By linking every treat to a greater purpose, Little Man Ice Cream has built a brand that is about more than just ice cream—it’s about spreading joy, fostering connection, and making a positive difference both locally and globally.
Patagonia
Patagonia exists with a bold purpose: to inspire and implement meaningful solutions to the environmental crisis by designing and producing high-quality outdoor gear that honors and respects the planet. Their commitment goes beyond creating durable products—it’s about driving systemic change through responsible business practices and environmental activism. At the core of Patagonia’s brand is a deeply human-centered philosophy that prioritizes transparency, accountability, and active community engagement. The company not only encourages customers to explore and appreciate the natural world but also invites them to become stewards of the environment. One of their hallmark initiatives is the 1% for the Planet pledge, through which Patagonia donates 1% of all sales to grassroots environmental organizations worldwide. This commitment transforms every product purchase into a direct investment in conservation efforts, climate action, and the protection of vulnerable ecosystems. By aligning their business with a broader mission to safeguard nature, Patagonia empowers its community of customers to join in making a positive impact—blending purpose and product in a way that truly resonates on both a personal and global level.
TOMS
TOMS revolutionized social entrepreneurship by pioneering the groundbreaking “One for One” business model, which fundamentally changed the way companies approach philanthropy. From its inception, TOMS committed to donating a pair of shoes to a person in need for every pair sold, creating a direct and tangible link between consumer purchases and meaningful social impact. This model not only addressed immediate needs but also sparked a global movement toward conscious consumerism. At the heart of TOMS’ brand is a deep commitment to social impact, empathy, and uplifting communities around the world. Their mission extends beyond simply selling products—it’s about fostering genuine emotional connections with customers by showing them how their purchases help improve lives, provide opportunities, and build hope. Over time, TOMS has expanded its impact through initiatives in eyewear, clean water, and safer birth services, reinforcing its dedication to creating positive change across diverse communities. Through storytelling, transparency, and active engagement, TOMS continues to inspire customers to see themselves as part of a collective effort to make the world a better place, proving that business can be a powerful force for good.
Dr. Bronners
Dr. Bronner’s is deeply committed to producing high-quality organic soaps and personal care products that are not only effective but also ethically made with the health of people and the planet in mind. Beyond creating exceptional products, the brand is fiercely dedicated to advocating for environmental sustainability and social justice. Their approach emphasizes complete transparency about ingredients and sourcing, ensuring that every component aligns with their strict standards for organic certification and fair trade practices. Dr. Bronner’s actively supports regenerative agriculture, fair labor conditions, and nonprofit organizations focused on human rights, environmental protection, and animal welfare. This dedication to ethical sourcing and community care means that every product they offer serves as a powerful statement of their ongoing commitment to making the world a better place. By integrating these core values into their brand identity, Dr. Bronner’s creates a meaningful connection with customers who share their vision for a more just and sustainable future. Both Dr. Bronner’s and similarly purpose-driven brands forge deep loyalty by aligning their products with authentic values and impactful actions, showing that commerce can be a catalyst for positive change.
Does Your Brand Feel Human? If your brand feels like it’s a robot, lacking the purpose and drive you know it needs, we welcome you to connect with Fix & Form. Check out our case studies, schedule an appointment to meet with Fix & Form, or send us a message to connect!
