Founder, Jegayo
Flore Thevoux is a brand strategist specializing in cultural intelligence for purpose-driven companies. She publishes Intention Span, a bimonthly newsletter exploring brand strategy, cultural systems, and regenerative business.
Newest first
Every person who touches your message influences its direction. So before you ask whether someone can do the work, determine their resonance with your business's core direction. Everything they create for you will reflect …
Rebranding never happens in isolation. It's the connective tissue that surrounds a larger business strategy, running between sales, marketing, operations and the customer’s lived experience.
more options cloud your ability to make decisions that generate leverage. for a long time, limited budgets protected business owners from facing this problem. that constraint is now gone
There’s something really satisfying about being able to do something yourself. Whether that’s renovating your home, fixing your car, cooking a nice meal, repairing your favorite shirt… These are acts of care and it’s …
Before a brand changes how your market sees you, it changes how you see yourself. A brand that's doing its job usually feels a little too big for you at first, and that's the …
If you don't know what parameters you need to do your best work, you are a liability to the people who engage with you. Eight years of contracts, clients, and hard lessons. A love …
You know what you're doing. That's not the problem. The problem is that your website, your tools, your entire digital setup was probably built for a version of your business that doesn't exist anymore. …
I’m reporting fresh from CERAWeek, the "superbowl of the energy industry," where against the backdrop of the Iran War, people from around the globe braved the historic TSA lines to gather in Houston and …
A tech company with a backbone. On February 27, 2026, Anthropic (the company behind the AI model Claude) refused a $200 million contract with the Pentagon. Their reason was deceptively simple: they would not …
Confusion is the point There's no avoiding this technology now. If you're making money online, you're interacting with AI. I think we’re losing something critical in this push for mass adoption: friction. That space …
There is a particular transitional space when the shell of the identity you have carried for years no longer fits. This happens in your personal life. This happens in your business. The sign that …
In the spirit of one of the most commercially incentivized holidays of the year, let’s talk about the foundation of business — Supply and Demand. i.e. the exchange of value. Person A wants something. …
Many founders come to me frustrated that their work is meaningful but not landing. What they’re running into is rarely a marketing issue. It’s a world building issue. Most people make decisions not from …
A brand is not a fixed asset. It is a living system that evolves with the people it serves, the culture it inhabits, and the impact it creates. Too often, branding, strategy, and marketing …
There’s a lesson I received many years ago from a spiritual teacher. He spoke of the seasons of life within relationships, projects, all things that carry meaning. The analogy he used was a fruit …
Every movement, industry, and culture has a vocabulary that eventually wears thin. Words get overused, politicized, or twisted into something their origins never intended. When language loses meaning, it’s not the end of the …
Once a rallying cry for conscious consumption and ethical business, sustainability has been drowned by profit and politics. What comes next is not the end of caring for the planet. It’s the rise of …
A few times a year, depending on capacity, I take on select branding projects for purpose-driven small businesses. What they may lack in budget, they more than make up for in depth and passion. …
Symbols are something we easily take for granted. They surround us in our daily lives, directing our attention, organizing and communicating important information. Symbols exist in not just in imagery but in words, music, …
It’s easy to talk about innovation. It's much harder to create the conditions that allow innovation to take root. We celebrate breakthrough ideas. But we seldom think about what it takes to welcome them.
Everyone’s got ideas. Access isn’t the problem. The real challenge is staying in motion long enough to see them through. Momentum is what makes the difference.
The measure of our growth is directly proportionate to the parameters we choose to either accept or challenge. Business is a mechanism for testing, integrating, and expressing our values, beliefs, and identiti
If you've ever wondered why your business isn't connecting the way you'd like, it's most likely because your brand lacks definition and substance. In this article, we'll explore what a brand really is, what …
Emotional investment doesn't always rake in the cash… but if gaged appropriately, it can be leveraged for some really incredible results.
Duende is apparent in people who devote their entire lives to the work they do. When they are given a chance to share themselves, a current of palpable presence flows, rich in story, beauty, …
A business succeeds because it has been able to generate a reputation of value within the marketplace. It produces products and or services that people are willing to exchange money for, knowing it will …
It's a very difficult thing, to create art for profit, because quite often, it goes against the very reason you started creating. I think some people are afraid of what they will lose as they …
Business closely resembles contact sports. Hand to hand, who can stay their ground? The value you provide is determined by your belief in yourself, your capacities, your role as a player in the game. …
First of all, congratulations. It takes quite a bit of courage, faith and persistent work to get to this point. Realizing you need help, and actively looking for the best solution is not for …
You emit culture. This culture is defined by your daily actions. You become a culture bearer when you take a conscious step in defining those actions. These steps become a signal you emit to …
I had a client come to me the other day, saying he wants a legacy brand. He wants his brand to outlive him, to be something that’s remembered in his industry. We walked through …
Every detail counts when constructing a brand identity, and the more aware you are of them, the more memorable the experience of your business will be in the eyes of your consumers. Judging the …
Just as businesses and individuals have brands, so do countries. Imagine this: In some parallel reality, you are the leader of an entire country. This country has its own culture and dialect, borders, and …
Holy words, places, people, and objects act as reminders of the possibilities of wholeness that enveloped within the fractal nature of our lives. This wholeness of form is the universal balm that, in contemporary …
Branding — i.e. the visual & verbal expression of a business — acts as a beacon. The quality of this expression will attract people who resonate with it. Before embarking on any kind of branding …