A creative agency competing on price with no clear niche. We found the niche, built the identity around it, and repositioned what they charge.
SYLN is a creative agency led by Mark Sutherland. When the engagement began, they were doing good work — but operating without a clear niche or point of differentiation. In a crowded market where many agencies offer similar services, the only available lever was price. They were competing on cost, and it was limiting everything: the clients they could attract, the rates they could charge, and their ability to grow sustainably.
The issue was not the quality of the creative output. The issue was that SYLN had not yet articulated why they were the right choice for a specific kind of client. Without that clarity, every pitch became a price negotiation.
Sterling Consulting Services worked with SYLN on brand positioning strategy and a full rebrand — identifying where genuine differentiation existed, building the brand identity around that niche, and repositioning the agency's pricing to reflect the actual value being delivered.
The strategic work came first. The rebrand followed from it — not the other way around. The visual identity was an expression of the positioning, not a substitute for it.
SYLN grew revenue 2.8x after the rebrand and repositioning. The investment paid for itself within the first quarter. The change was not simply cosmetic — the positioning work gave them a clear reason to exist in the market, a niche to own, and the confidence to charge what the work was worth.
When a business stops competing on price and starts competing on positioning, the economics change entirely. That is what happened here.
"We were a generic creative agency competing on price. Tyrese helped us find a niche, own it, and charge what we are worth. The rebrand paid for itself in the first quarter."
Mark Sutherland, Director, SYLN
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