01 · Interviews
The people who commissioned it, and the people who will have to live with it.
Process · 01
Discovery
We read the work, the competitors, the archive. Interviews with the people who will have to live with the result — not only the people who commissioned it.
Usually 2–3 weeks
What actually happens
Find what the company already knows and has not said.
Discovery is not a kickoff deck. It is the week or two of sitting with the product, the archive, the people on the floor. We come back with a point of view we can argue with — not a stack of sticky notes.
Partners take the first interviews. That is not a courtesy. It is how we avoid discovering the brief again in week six.
In this movement
The work, not a theatre of phases.
02 · Audit
Brand, site, competitors, the archive. What is already true, what is costume.
03 · Point of view
A short argument we can disagree with. If it cannot be held in a conversation, it is not ready.
04 · Scope
What this project is, what it is not, and the clock we will actually keep.
What we need from you
Access to the people closest to the work, the last two years of materials, and one weekly session that is for making decisions — not reporting them.
The five movements