Portfolio clarity and brand architecture
The project operated across two time horizons. The first was immediate: launch a new brand and web presence that reflected Hintsa's evolved positioning. The second was longer-term: chart the development of a digital coaching experience that could scale Hintsa's reach without diluting the quality of the coaching itself. The brand architecture work required both strategic rigour and a deep understanding of Hintsa's heritage. The company's reputation is built on intensity and results — not wellness platitudes. Any new structure had to honour that while making Hintsa accessible to a wider audience. We worked through portfolio workshops with Hintsa's leadership, mapping service lines, user groups, and the relationships between them. The result was a crystallised portfolio structure that gave Hintsa's teams a clear framework for how to talk about their work, position their programmes, and develop new digital offerings — all without losing the distinctiveness that made Hintsa what it is.
Hintsa raised €5.1M in July 2022 to expand its holistic wellbeing and performance solutions to the wider public via its new Hintsa App — a direct outcome of the strategic direction set during this project.
Digital strategy and launch
The new Hintsa website, designed by Nordkapp and developed by Paper Planes, launched in June 2022. It was the first concrete output of the new strategy — and an immediate validation of the direction. Hintsa's customers and stakeholders responded warmly to the clarity of the new positioning and the quality of the digital experience. The digital strategy we developed goes beyond the website launch. It provides a roadmap for scaling Hintsa's reach to new user groups, easing access to world-class coaching, and creating data infrastructure around measurable outcomes and effective lifestyle interventions. The strategy connects current product lines to future digital coaching capabilities — giving Hintsa a backbone for development over the years ahead. The strategic work also informed the Hintsa App, a mobile wellbeing platform that will first serve companies and organisations, then roll out to individual consumers. The app is the most significant expression of Hintsa's ambition to make evidence-based high performance coaching accessible at scale.
The new web presence launched in June 2022. The digital strategy provides the framework for Hintsa's ongoing expansion — from elite coaching programmes to scalable digital products for a global audience.
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(2016-25©)
