We’re a consultancy
built for the way brands
actually work today.
We translate cultural relevance into business momentum. Transforming influence into growth and brands into movements.
Our work helps brands move beyond the expected. We elevate ideas, align them with culture, and guide brands into their next era of growth, influence, and relevance.
With senior expertise, accelerated workflows, AI-tools, and proven instincts, we identify the strategies that earn attention, drive revenue, and scale. No ego. No over-engineering. Just straight answers, sharper ideas, and work that serves the client’s vision above all.
The result? Leaner, smarter, more impactful brand building.
Because we’ve lived the
problems we’re solving.
Brand
Brand architecture & naming
Brand narrative & messaging
Differentiation frameworks
Brand audits & competitive analysis
Marketing
Product market fit & Audience segmentation
Rollout strategy & creative launch planning
Brand world-building
Art direction & campaign concepts
Product
Product vision & Category strategy
SKU strategy & product architecture
Roadmapping & seasonal planning
Manufacturing & vendor strategy and sourcing
Culture
Cultural insight & white-space identification
Community & creator ecosystem strategy
Collaborations & influencer partnerships
Earned media & brand moments
About us
We’ve been around long enough to know what’s noise and what matters. Our decades of experience allow us to move fast and cut the fluff. We prioritize clarity over complexity and move quickly to what creates both cultural relevance and commercial impact.
Ruthie Underwood
Partner
Ruthie spent over a decade helping build Shinola from an idea into a globally recognized brand. As the company’s longtime creative and product lead, she shaped everything from product design and retail experience to brand storytelling and team culture. Her superpower lies in connecting the soul of a brand to its day-to-day expressions—internally and in the world. Ruthie brings both aesthetic rigor and strategic depth, making her a rare hybrid of taste, leadership, and executional discipline.
Philip Pirkovic
Partner
Philip has spent his career at the intersection of brand, culture, and storytelling—leading strategy for some of the world’s most recognizable companies. He’s held senior roles at agencies like Mother New York, EVB, and Noble People, and has gone brand-side at Google and Shinola, where he helped evolve narratives and launch breakthrough campaigns. Known for his sharp intuition and cross-disciplinary fluency, Philip bridges the gap between creative ambition, strategic clarity, and executional knowhow.