Services
Understand a changing world
Market & competitive analysis
Emerging consumer insight
Cultural research & ethnography
Scenario planning & forecasting
Business model analysis
User journey development
Define your why & unlock growth
Brand purpose & positioning
Brand architecture
Verbal identity / tone of voice
Innovation platform design
Product & service development
Organizational strategy
Tell a brand story in a meaningful way
Brief development
Integrated campaign planning
Content strategy & development
Narrative building
Creative direction
Concept development
Partnering with Drake to launch Luna Luna, an art amusement park, after 35 years dormant
Project overview
Luna Luna is a traveling art amusement park—a globally toured extravaganza of rides, games, performances, and other unexpected amusements crafted by some of the most renowned artists of yesterday and today.
The project first came to life in 1987. Now, more than three decades later, Luna Luna is back thanks to Drake (and his investment), his agency DreamCrew, and a cast of talented players.
Our team developed a rich brand idea for the park that has served as a North Star for us as we then developed a retail & merchandising strategy, an audience segmentation, and a messaging and comms strategy. Luna Luna Forgotten Fantasy launched in LA before moving to NYC at the Shed in 2025.
Exploring and enabling flexible brand storytelling at scale while embedded at the Google Brand Studio
Project overview
The Google Brand is suffering: kids are using TikTok to search, AI is transforming how we think about the internet, and Google’s money-makers are destroying the experience.
The Google Brand Studio needed to explore what the brand meant, what it could mean, and how they could reignite brand love. Separate from product marketing (which was getting in the way), and with a focus on social media, how should their brand act?
Our team developed a suite of tools to guide content development and brand actions, including a flexible and dynamic evolution of Google’s visual identity, content ideas and activations, a full experimental redesign of about.google.com, and even new-to-the-world concepts to reimagine Google’s most important property: google.com.
Transforming the retail membership experience for a new era of loyalty with adidas
Project overview
adidas needed to inspire greater connection and meaning for membership in context of retail, an overlooked opportunity for adiClub.
We developed a retail membership toolkit that rallied adidas behind a fresh, shared vision and equipped internal teams with the strategic rigor, creative inspiration, and actionability planning to bring it to life, for today and tomorrow.
Our team then facilitated a cross-functional workshop at the adidas HQ to test existing ideas, generate new concepts, and empower leaders. Our work with the DTC adidas team continues to serve as both foundational anchor and visionary North Star, informing millions of dollars in business value and brand equity.
Unlocking strategic investment opportunities in health & wellness for VF Corporation
Project overview
VF’s strategy team knew that health & wellness (H&W) was the next frontier to bolster today’s apparel & footwear offering while expanding their future capabilities. We quickly discovered that this was equally a positioning ask and investment challenge.
We mapped VF’s right to win: how its portfolio already delivers on key human needs in the H&W space, and the need states and spaces that are logically next for them. We then created a strategic pathway of investment opportunities to evolve with consumer needs.
We translated a nebulous, expansive opportunity area into three sharply defined Investible Themes designed to drive C-level & shareholder buy-in. These themes have been translated into concrete investment actions.
Repositioning Alpine Cars & Racing, a French luxury automotive and F1 brand, for the U.S. market
Project overview
After decades of success in the French market, Alpine was looking towards expansion in the United States. To win, they needed to understand who the American sports car consumer is.
We identified and sized Alpine’s US design target—and landed a strategic plan to win them over the next 3+ years. We also evolved the brand’s expression for a new market and mindset.
We test-drove our strategy at the Miami Grand Prix, incorporating audience-specific tactics into fan parties, influencer activations, and retail model previews. Slated to launch in 2025, our GTM strategy is driving Alpine’s rollout across the United States—building brand equity & anticipation for their arrival.
Turning media moments into cultural moments with the Netflix Partnerships team
Project overview
Netflix Partnerships asked us to help articulate how brand collaborations can move beyond short-lived media spikes to become true cultural moments.
As algorithms compress attention and traditional campaign logic breaks down, Netflix saw an opportunity to lead partners toward a more durable model: moments that fans actively use, reinterpret, and carry forward on their own.
We developed a unifying POV and operating framework that decodes how cultural momentum forms, how to recognize when it’s taking hold, and how partnerships can be intentionally designed to tip from media exposure into cultural relevance.
Turning WeTransfer’s Ideas Report into a global barometer for the creative class
Project overview
WeTransfer’s annual Ideas Report surveys tens of thousands of creatives around the world about how ideas happen — and what gets in their way.
Our team helped shape the research narrative and its editorial expression, translating the findings into a story the creative community could see themselves in and the press could carry forward.
Carrying Stanley 1913 from viral moment to enduring lifestyle brand
Project overview
After the Quencher’s explosive rise, Stanley needed a brand foundation that could outlast the moment — an identity, voice, and portfolio strategy built for a century-old company suddenly at the center of culture.
Our team developed the strategic platform guiding Stanley’s evolution from heritage workwear staple to daily lifestyle companion, spanning positioning, audience architecture, and partnership principles.
Defining what an AI companion should feel like with the Microsoft Copilot team
Project overview
As Copilot moved from feature to flagship, Microsoft faced a question bigger than product: what is the right relationship between a person and an AI that lives across their work and life?
We partnered with the Copilot team on the narrative and experience principles behind “your AI companion” — the promises it should make, the boundaries it should keep, and the tone it should carry across every surface.
Reimagining the public conversation with Twitter’s brand and product teams
Project overview
Twitter’s brand had drifted from its product truth: the place where the world talks to itself, in real time, for better and worse.
We worked across brand and product to re-articulate that truth — sharpening the platform’s point of view on public conversation and translating it into identity, messaging, and in-product moments.
