From Roots to Market Leader: House of Soil’s Strategic Narrative
Allison Chamberlain
Brand Strategist
Marketing Strategist
💼 Client Overview:
House of Soil is a pioneering brand at the intersection of soil science and regenerative fashion. Led by world-renowned soil scientist Anna Paltseva, the brand is on a mission to educate and inspire the fashion industry to embrace sustainable practices that rejuvenate the planet.
💔 Challenges:
Anna came to Novel with a clear vision but struggled to express her company’s unique value proposition. Her challenge was twofold: communicate effectively to a broad audience and stand out in a market saturated with environmental messaging.
💪🏼 Our Approach:
Through our immersive working sessions, we quickly identified that the narrative needed to transcend the typical doom-and-gloom messaging of environmental campaigns. Instead, we positioned Anna’s story around the positive transformation happening in the fashion industry—a shift from depletion to rejuvenation.
🔥 The Strategic Narrative:
We crafted a narrative that didn’t just highlight the problems but also showcased the ongoing efforts of fashion brands to replenish the soil where they source their textiles. This fresh perspective allowed Anna to position herself not just as another voice in the sustainability conversation but as a leader in a movement of change.
🚀 Impact:
The new narrative provided House of Soil with an elevated positioning within the education category, enabling Anna to communicate her vision clearly and compellingly across various platforms. Since our engagement, she has secured numerous high-profile speaking engagements, solidifying her authority and expanding her influence in the industry.
Absolutely, I would recommend Allison’s services. Working with her is a comfort; she is assertive and flexible, with a clear vision. She doesn’t just outline what needs to be done—she actively participates in the process, making the outcomes truly achievable.” Anna Paltseva, Ph.D. Founder and CEO
