01 · Positioning
Who you are for, who you are not for, and the market you refuse to resemble.
Process · 02
Strategy
Positioning, narrative, principles, the sentences the company is never allowed to say. Short on purpose. If it cannot be held in a conversation, it will not be held in the work.
Usually 3–5 weeks
What actually happens
A short document later work cannot contradict.
We do not write strategy so a client can watch a process. We write just enough that colour, type, a homepage and a campaign are not allowed to drift. The interesting brands already have a category. They need a point of view that can take a punch.
Strategy without craft is a document. Craft without strategy is a look. Both stay in the building.
In this movement
The work, not a theatre of phases.
02 · Narrative
A story the company can tell without a deck in the room.
03 · Principles
The rules later work — including ours — is not allowed to contradict.
04 · Language
The sentences that are in, and the sentences that are never allowed out.
Held with Brand Strategy
This movement is the same discipline as our Brand Strategy offering, held inside a project rather than as a standalone. If you only need the document, start there.
The five movements