What types of companies are featured in these case studies?

The selected work spans Series A–C SaaS, DTC ecommerce brands past $5M ARR, B2B fintech and cybersecurity launches, and PE-backed portfolio rebrands.

How is the 3.4x pipeline lift figure measured?

It is an internal benchmark across 212 client engagements completed since 2017, comparing qualified pipeline (sales-accepted opportunities) in the 9 months following a Bonnfire-led repositioning or rebrand against the pre-launch baseline.

Can I see a case study from a specific industry before booking a call?

Yes. If you share your category on the strategy call request form, the team will send a closer-fit case study and a same-week kickoff proposal after the discovery conversation.

Selected Work · 2017 — 2025 · 380+ engagements

Eight years of brand-to-pipeline work, chosen not assembled.

A small, deliberately curated evidence library — case studies for founders who need to see the strategic reasoning behind the metric, not the render. Each plate below shows the positioning decision, the work shipped, and the pipeline number that moved inside nine months of launch.

Named to Clutch's Top 100 Global Branding Agencies in 2024 · 4.9★ across 240+ verified reviews · NPS 74

Book a strategy call See the Brand-to-Demo method →

Northwind Ledger repositioning workbook, page one showing the before/after positioning statement.

Series B fintech · SaaS repositioning

Repositioning a Series B ledger from "infrastructure" to "decision surface."

Northwind Ledger had crossed $24M ARR on a category-of-one message that no longer survived a buying committee. We rewrote the positioning around the CFO's working week, rebuilt the homepage and demo flow around three proof artifacts, and trained the AE team on the new narrative in a two-week sprint.

Qualified pipeline: 3.1×
Inside nine months: post-launch

Read the Northwind Ledger case study →

Orly Ritual DTC rebrand packaging system, hero still life of the new primary range.

DTC wellness · Brand & performance rebuild

Rebuilding a sleep-ritual brand from packaging through paid social, without losing its cult.

Orly Ritual had product-market fit and a fragile P&L. We redesigned the visual identity and subscription architecture in parallel, then rebuilt the Meta creative engine around a single proof story — clinical sleep outcomes — and cut CAC while lifting AOV through a tiered ritual set.

Blended CAC: −42%
AOV · Subscription conversion: +28% / +19%

Read the Orly Ritual case study →

Cybersecurity · Category creation

Naming and launching a runtime-detection category for a Y Combinator-backed team.

2.4× inbound qualified demos in first quarter post-launch

Read the Sentinel Stack plate →

Halden Industrial mid-market rebrand guidelines book, spread detail.

Mid-market industrials · Identity & narrative

A 60-year-old industrial supplier writing its first positioning line.

+71% outbound reply rate from enterprise procurement

Read the Halden Industrial plate →

Meridian Capital portfolio rebrand annual report cover.

PE portfolio · Multi-brand system

Aligning six portfolio companies under one equity narrative without flattening them.

9 of 12 portfolio cos hit next-round growth targets inside 18 months

Read the Meridian Capital plate →

Cascade Treasury B2B fintech homepage redesign, screen detail.

B2B fintech · Conversion system

Replacing a feature-list homepage with a proof-led demo that sales could actually send.

+58% demo-to-opportunity conversion across mid-market segment

Read the Cascade Treasury plate →

Editor's note

A small sample, read closely.

Every project below was chosen by our strategy partners, not our sales team. We publish the cases we can defend in a working session — not the ones that photograph best. Where a founder asked for confidentiality, the work is omitted entirely rather than anonymised into a generic "tech startup" placeholder.

The 3.4× qualified-pipeline figure cited across this site is drawn from an internal benchmark of 212 engagements completed between 2018 and 2024. We tracked the same definition in each case: a measured lift in sales-qualified opportunities, attributed through holdout cohorts or matched-market controls wherever the budget allowed. That methodology is why the sample is smaller than our 380+ client count — it is the subset we could prove, not the total we could claim.

Read the plates as evidence of judgement, not as a guarantee of outcome. Brand work compounds unevenly, and the founders who saw the strongest lifts shared three traits: a clear ICP, an honest read on their funnel, and the willingness to ship a repositioning inside a single quarter.

— Hanna Bonn & Mateus Oliveira, founders

By the numbers, since 2017

380+ Companies repositioned across SaaS and DTC, in 19 countries.
3.4× Average lift in qualified pipeline within 9 months of launch.
74 Net Promoter Score across the active client base — more than double the agency average.
27 mo Average client retention, with 68% of new business arriving through founder referrals.

The next plate could be yours

If your brand or pipeline feels stuck, the next case study starts with a call.

Every signed retainer enters a strategy sprint within five business days — or the first sprint is on us. Brooklyn, Lisbon, and Berlin strategists, same time zone as your funnel.

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$400M+ in client ad spend measured through the Bonnfire Conversion OS. Senior team on every engagement, no outsourcing.