The partners
One of us runs the argument and one of us draws it. In practice the line between those is far less tidy than it sounds, which is most of the reason there are only two.
Partner — Strategy
Elena runs the argument. Eleven years in brand strategy, the last six leading accounts at a network agency, where she spent a great deal of time watching good positioning get negotiated into wallpaper.
She is the one who will ask why three times in the first hour, and the one who writes the sentence you end up repeating for years without remembering where it came from.
Positioning · Messaging · Research
Partner — Design
Joseph draws. Fifteen years across identity and product design, most recently building the design system behind a health platform used by two million people, which taught him more about maintenance than any identity project ever had.
He is unusually interested in what happens to a design after handover — whether the team can extend it, and whether it still holds together two years on.
Identity · Design systems · Digital