Strategy
Brand strategy
Deciding, before designing
Most brands are loud because they have not decided what they are. Strategy is the deciding. Everything after it — the mark, the colour, the sentence — is just the decision made visible.
How we work
- 01
Listen
Interviews with the people who sell it, the people who buy it, and the people who left. The third group is the useful one.
- 02
Locate
Map the category honestly, including the parts where you are ordinary. A position is only worth holding if someone else could want it.
- 03
Decide
One sentence the whole company can repeat without reading it. If it needs a slide to explain, it is not the sentence.
- 04
Arm
Naming, architecture, tone and the arguments for defending them — so the decision survives the next marketing manager.
Deliverables
Positioning
The one claim, and the evidence that earns it.
Architecture
What is a brand, what is a product, and what is just a feature with ambition.
Verbal identity
Naming, tone and a vocabulary that works in both scripts.
Category map
Where everyone stands, drawn without flattery.
Restraint is not the absence of an idea. It is having only one.