INSIGHT · STRATEGY · POSITIONING · GROWTH
We find the problem
within the problem.
What looks wrong on the surface is usually a sympton of something deeper. We challenge assumptions, uncover hidden constraints, and reveal behavioural truths to reimagine what’s possible.
THE DIAGNOSIS
Find what is actually driving the problem.
THE REFRAME
Turn that insight into a different strategic path.
CANADIAN BREAST CANCER FOUNDATION · BEHAVIOUral STRATEGY
Knowledge wasn’t the barrier. Emotion was.
Years of fear-based messaging had left women over 40 feeling guilty, overwhelmed, and disengaged from their own self-care.
A psychologist validated our hypothesis: happier women make healthier choices. Trying something new, particularly outside one's comfort zone, builds confidence and a sense of accomplishment. Those positive feelings can create momentum for other healthy behaviours.
Instead of telling women what they should do, we invited them to try One New Thing, with no expectation of being good at it.
Originally developed for Ontario, the campaign was adopted nationally, uniting the Foundation under a single message for the first time in its history.
CAMPAIGN PHOTOGRAPHY · TOFINO, BC · WATCH THE COMMERCIAL →
+37%
women believed they could reduce their risk
+24%
women actually did something about it
1,000
breast health plans created in the first week
WHAT WE TAKE ON
Complexity that needs a clearer way forward.
We help ambitious organizations understand people, establish their position, and turn insight into action.
Positioning Strategy
Finding the territory a brand can credibly own, and articulating why it matters.
Behavioural Strategy
Understanding what is really driving or preventing action.
Competitive Strategy
Finding where markets converge, where whitespace exists and how to use it.
Go-To-Market Strategy
Turning insight into propositions, messaging systems and go-to-market direction.
ROI DNA · GTM & COMPETITIVE STRATEGY
Everyone described the category. No one claimed it.
Across AI, cloud infrastructure, cybersecurity, and healthcare technology, we saw the same challenge, organizations had strong products but hadn't yet defined a position they could uniquely own.
We analysed competitors, uncovered unclaimed space, and shaped positioning and go-to-market strategies that established a distinct place in the market. The analysis clarified each client’s positioning, differentiation and path to growth.
SCOPE
Go-to-market engagements across enterprise technology
METHOD
Brand & competitive analysis, positioning, messaging
OUTPUT
Value propositions, messaging, launch strategy
HYUNDAI · BRAND · CREATIVE
Facts couldn't break the myth. Only another myth could.
Hyundai had spent more than a decade transforming the quality and performance of its cars. But consumers were still judging them by their old repuation.
Telling people how far Hyundai had come wouldn't change their minds. We had to show them. Using Sasquatch, we turned an unbelievable encounter into an unexpected demonstration of the car's handling and performance, challenging everything people thought they knew about Hyundai.
The campaign helped deliver the strongest sales results in Hyundai Canada's history.
SUPER BOWL · APPLIED ARTS · BESSIES FINALIST
SASQUATCH · HYUNDAI SUPER BOWL COMMERCIAL
CAMPAIGN CREATIVE · UNICEF SURVIVAL 365
UNICEF · Retention & engagement strategy
People weren't losing compassion. They were losing connection.
UNICEF already had a monthly giving program. But donors had little sense of what their contributions were actually making possible.
We redesigned the experience around a simple feedback loop: show donors what their last gift provided, thank them for making it possible, then introduce the next critical item their donation would support.
Each month, from vaccines and therapeutic food to mosquito nets and clean water, people could see the tangible impact of their generosity.
Monthly giving became more than an automatic donation. It became proof that their support was reaching real children.
−30%
donor attrition
+500
new donors
Adopted internationally
Poland · U.S. + China interest
RIPPLEWORKS · positioning & messaging strategy
Their impact was clear. Their story wasn’t.
Rippleworks helps social ventures scale through capital, expertise, and leadership support. Its website told the story of how it worked, rather than the ventures and people behind its impact.
An audit of the site and a review of ten peer organizations, including the Gates Foundation, Skoll, Omidyar Network, the Rockefeller Foundation and Y Combinator, revealed opportunities to rethink how Rippleworks presented its work. The recommendations focused on bringing venture stories to the forefront, clarifying its value proposition and creating a more distinctive, consistent brand voice.
CASE STUDY AVAILABLE UPON REQUEST
SOCIAL VENTURE PHOTOGRAPHY · COURTESY OF RIPPLEWORKS
SCOPE
10 organizations reviewed
METHOD
Positioning, voice, storytelling, experience
OUTPUT
Value proposition, messaging, brand voice
What's the move that changes the game?
Let's turn insight into a strategy that creates advantage.