Orgo
Bringing Clarity & Confidence to a Mission-Driven Tech Brand
Client: Zoya L, Founder & CEO of Orgo
Industry: Consumer Tech / Family Lifestyle App
Services Provided: Brand Strategy, Messaging, Positioning, Visual Identity Direction, Marketing Alignment
orgo
Orgo is not just about “busy families.” It’s about the specific, high-stakes, emotional, competitive, community-driven world of youth sports, and the parents who are living in it every single day. The sporty, driven, team-based tone you’re looking for is not just important - it’s central.
The Challenge:
Orgo was born from a deeply personal pain point - Zoya and her husband were overwhelmed by the constant juggle of youth sports schedules, carpools, and missed details that were unraveling the rhythm of family life. They needed a better way. So she built it.
But as Orgo approached its go-to-market phase, the brand needed to evolve from a helpful tool to a must-have solution. The challenge wasn’t just clarity - it was connection. Zoya wanted families, partners, and investors to not only understand Orgo, but feel its value instantly.
Despite having a product rooted in real experience and emotional insight, Orgo’s current brand identity wasn’t capturing the full depth, power, or presence of what had been created. It was time to refine the messaging, sharpen the voice, and position Orgo as the go-to solution for every sports family on the move.
The Solution:
We partnered to build a full branding brief and foundational strategy that honored Zoya’s story while translating it into a brand that’s bold, relatable, and ready to scale. Together, we:
Clarified Orgo’s brand identity – Aligning visuals, tone, and messaging with its true mission: to support and empower modern sports families.
Refined the voice – Warm, real, supportive, and slightly witty - just like the families Orgo serves.
Repositioned Orgo as essential – Not just functional, but emotional. Not just helpful, but built for them.
Differentiated from competitors – Especially those chasing AI; Orgo’s human-first, family-first positioning became a brand superpower.
Built out a channel strategy – With tailored messaging for Instagram, LinkedIn, partnerships, and IRL marketing.
Developed a full website sitemap and direction – To help guide users through the story, build trust, and lead them to action.
The Transformation:
Zoya walked away with a complete, strategic brand blueprint - clear messaging, confident positioning, and a visual direction that finally reflects the heart behind the tech. She now has:
A brand story that resonates
Messaging that connects emotionally with both parents and investors
A strong marketing framework that meets families where they already are
A compelling pitch that helps Orgo stand out in a crowded, AI-driven market
The confidence to scale, fundraise, and grow
In Zoya’s Words
"We’ve always known Orgo could change families’ lives, but now the brand finally shows that. Every word, every visual, every message feels aligned. This process helped me not just see the brand more clearly, but believe in it more deeply."
Final Outcome
Orgo isn’t just another app on the market - it’s a lifeline for families navigating the beautiful, complicated rhythm of youth sports. With a strategic brand foundation and refined presence, Zoya is now equipped to launch boldly, scale intentionally, and lead a movement - not just a product.
View Orgo Brand Brief
