Pacing Business Growth

& Trailing the Ultimate Solution

Overview

Ultraeum, Inc., a trail-running start-up, was founded with a beautiful vision of uniting the people, pets and animals, environmental, and spiritual aspects of trail-running together within their business, enrichening and growing the sport along with the lives that it touched. However, they were missing a few key pieces to the puzzle: a brand, a business model and structure, content, a full website (a partial one existed), and a means of producing revenue to sustain its goodwill and mission.

In support of local businesses, showing a patent or proof of concept (us), and other qualifying criteria, FixxeL saw the mission as: accepted and went to work proceeding in a strategic method—the business and its proceedings, then the brand and its objectives—a logo and website, and it started with hefty research and no shortage of market analyses. If we needed to know what it'd take to execute the mission, we first needed to know what the mission itself was. With FixxeL's strategy and analytics and creative team combined with Ultraeum's founder-and-owner's own innovative ideas, we trailed the connection, and it ran like this.

The Approach:

The 5 pillars - Ultraeum's 5 business pillars by FixxeL

Identifying the Business

After our research and an initial interview, we were able to confirm what the business-owner saw as his vision and was trying to achieve across his business and efforts, and break it all down into five core "pillars". (We'd proposed it initially; it was confirmed.)

Business Consultancy Service

By breaking it down, we were able to help expand. Helping to identify a business model and structure with the pillars helped with building, compartmentalizing, and comprehending the business, and being able to brand it more strategically.

The Business-Brand Balance

The differences are many. When they work together, both gain power from the other, with business drawing from its identity manifest, and the brand drawing from its foundation of propositions. We synergized this balance in creating Ultraeum's brand.

The Brand

The result of a business outline, a vision, and a mission that just needed to be defined and understood. Trail-Running is for all who wish to partake. The story outlines as follows.

The Breakdown:

Identification Before Creation

FixxeL got straight to work. We created an in-depth booklet-style proposal for Ultraeum containing market research, target demographics, a business blueprint and insights, a business execution plan, a business-to-brand alignment framework, a strategic content plan with examples, and an advertising channel and marketing plan with data-based projections and goals.

This way, they'd know what to expect with us, from the market to how we'd go about each strategic objective, and why.

Industry growth trend analysis data for Ultraeum by FixxeL

Recruitment data for Ultraeum by FixxeL - bar chart

The Five Pillars We Identified Are:

The Individual (the runner)
The Community (those who share in triumphs; support groups; group runs)
Pets & Animals (up to 35% of trail-runners run with a dog; plus equestrian and wild-animal encounters)
The World (the trails, mountains, environment; beauty in which one runs and interacts within)
Ultraeum (the medium in which all these are to unite. The flourishing, e-commerce, growth of the sport, etc.)

The Success Plan:

For our market plan to work, we outlined a concept, the problems, and the solutions, and mapped out how we would get there together.

With no ways to make revenue yet, we provided ideas on making revenue, including two proprietary ideas (not shown) the business could absorb to really scale.

Recommendations screenshot for digital growth for Ultraeum by FixxeL

Screenshot from business proposal named "The Problems" - Ultraeum business

Screenshot from business proposal named "The Solutions" - Ultraeum business

The Process, Part I: Branding

Next came Ultraeum's brand creation: the narrative, icon and logo services, typography and flagship color servicing expertise.

1. The Narrative

Providing guidance, a community, and a space-&-place for trail-runners new and familiar to thrive—in life and loving all things Trail—including pets. 🐾

This lines up with the five key pillars, covering them all, being manifested and transcended into one concise message that speaks to those looking to join a trail-running community - as a learner, athlete, pet-lover, outdoor lover, or mentor alike.

2. The Icon

Ultraeum, Inc.'s icon, designed by FixxeL

Symmetry in the prominent "U"/horseshoe's left & right notches echoed and played off of in Ultraeum's font we also chose. Their "giving guidance" brand concept is conveyed in the directional sign juxtaposed behind the runner’s "mind" with dog companion; and again in the very windy trail creating the sections. The notch aesthetic, as alluded to above, is enunciated with a nod from the slight serifs chosen in the flagship Ultraeum logo font.

3. The Logo

Made from "scratch", the name and title of this Logo we proposed could also be used as a 2025 Growth Campaign concept:

"Trail-Running is a Wo/Man's Best Friend" -

The hand helping another runner's hand up in the tread of the shoe subliminally emphasizes Ultraeum's communal aspect. The two-tone color scheme made it conducive to the business's specific print-heavy agenda.

4. Color Theme

The Color theme was also hand-selected by our team and is as follows:

"TRAILBLAZED CLAY." Technically a deep orange, this rusted color with hints of dust and rust implies effort, hard work; a Clay color of Earth.
"EARTHBOUND GREEN." Close to dark, close to the Earth. A true Ultraeum color speaks volumes to Trail, the business's intended "grassroots" concept, the environment, and running.
"PEAK-INTEREST GRAY." Victory vibes come no further from a neutral that can effortlessly stand out on its own. Peak instead of pique is purposeful in that it's what many athletes/runners experience during training and/or marathons. There are also mountain peaks in the logo.

The Process, Part II: Website Creation

Homepage
Starts with the finish. It is, after all, the ultimate Ultraeum. A stunning video portrays all you can achieve: "Trail-running heighs and harmony" - feats and accomplishments, connections to the environment, people, endorphins, and what there is to love about running.

Includes the basics of what Ultraeum is, who it's for, who it can be for, what it's working to achieve, and welcomes its present and potential demographic. Runs the visitor down a trail of the basics via a website scroll of panel-style design down to an email signup form.
About Us
Meet the duo - person and pet (shows imagery of Owner C. Trimmier and brand mascot, his faithful dog, Clover) and displays plenty of learn more content about Ultraeum's essence. Clearly showcases their logo while the user learns about their dual statements:
Compelling "Mission" and "Vision" Statements.
Echoed through the site and stated concisely in the "About Us" to encapsulate all they stand for in one strong punch. Helps get users on board with Trimmier (and Clover) with a mission and vision they, too, can get behind.
Blog
A great way to showcase the realtime, real-life trials and tribulations and love stories of the trail, with a possible point for UGC to be uploaded or posted in sweepstakes/in other ways to get audiences involved. Shares tricks and tips on trail running for different kinds of trail-runners, acting as a valuable resource for their customers to refer to as a go-to for industry information.
"Learn" - Educational Content
Educates trail-running audiences about various key aspects about being an outdoor runner. (Such as equestrian encounters, staying nourished/hydrated, self-care, running with pets properly, etc.) This is a core element of Ultraeum: being a resource to its members for them to learn and grow as runners and even people.

This combination of research, partnership collaboration/feedback, copywriting, and design led us to yield the first generation of the site:

Product 6: The Website

The first day the website debuted led to 28.57% more traffic than that of the entire first month of their previous website.

Approximately one month after launching, the site is ranked 96/100 by Google's developer Page Speed Insight for Performance on desktop, 93/100 for Accessibility, and 92/100 for SEO. On mobile, it's ranked 96/100 for Accessibility, 100/100 for Best Practices, and 92/100 for SEO.

The Process, Part III: Strategic Revenue Creation

FixxeL came up with a means and reasoning that both advanced Ultraeum's mission of growing trail-running across the U.S. - and and yielded a means of revenue via gift-giving troves to new runners. That shows as below. This will be sold on the website via a new eShop FixxeL has created and attached to the site. Currently, the business is working on developing retail products to eventually launch on the website. FixxeL has also developed plans for selling new, logo-branded merchandise of very specific sorts that help trail-runners with their hobby which we have collaborated about with the Partner. Those are all the developments we have to report on at this time!

(From a FixxeL proposal for revenue-generating concepts)

FixxeL's proposal for one of ULTRAEUM's revenue-making concepts.

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