Workstand:
Messaging
Operating System
A bicycle commerce platform needed more than taglines. They needed a complete messaging infrastructure — strategy, frameworks, and a 115-message campaign database their team uses every day.
Solid platform.
Scattered messaging.
Workstand is the all-in-one commerce platform for independent bicycle retailers — POS, website builder, inventory management, supplier connections. The product was strong. The messaging wasn't keeping up.
Two distinct audiences with different motivations and buying cycles. Every campaign started from scratch. Every sales conversation used slightly different language. There was no shared system — just a collection of one-off efforts.
They needed messaging infrastructure. Not a brand guide that sits in a folder — a working system the team reaches for every time they write an email, build a campaign, or pitch a prospect.
Seven layers of messaging infrastructure.
Each layer builds on the one before it. Brand identity informs voice. Voice informs the framework. The framework drives the database. The database maps to the calendar. It's a system, not a stack of documents.
Not a spreadsheet.
A messaging engine.
The campaign database is the centerpiece. Filter by audience, channel, season, or job type — pull the right message for the right moment. No more blank pages. No more inconsistency across campaigns.
Strategy first. System second.
Everything connected.
The engagement started with brand identity work — not logos, but voice architecture. Who does Workstand sound like? How does that change when talking to a shop owner versus a supplier?
From there, we mapped audience motivations using a Jobs-To-Be-Done framework across functional, emotional, and social dimensions. Those jobs became the selection engine behind every message in the database.
We audited existing social proof — identifying where proof was strong and where gaps needed filling. Then we layered in a 12-month business cycle strategy tied to the bicycle industry's seasonal rhythms, so the team knows not just what to say but when to say it.
The deliverable wasn't a brand guide that sits in a folder. It's a working system the team reaches for every day.
The deliverables.
Need messaging
infrastructure?
Not taglines. A working system your team uses every day.