the wingman project
§I · ThinkFree assets
§I · ThinkVol. I · Strategy · MMXXVI

Everything that happensbeforeanything is built.

Strategy, positioning, research, naming, concepting: the decisions that come before the logo, before the website, before the media plan.

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T

hink is where the hard calls get made. Positioning. Category. Name. Audience. Concept. The decisions that come before the logo, before the website, before the media plan. Every downstream asset either rewards or regrets these calls, which is why we do them properly, on paper,with evidence, on a Friday.

On your end it looks plain: a weekly read, a Friday decision, and at the close a one-page positioning document, a messaging architecture, a category map, and a decision log so next year's team knows why each call was made. Short cycles. Real reads. No sixty-page decks.

§I · Chapters

Six chapters. Read in any order.

  1. StrategyBrand strategyWe figure out who you are, who you’re for, and what you’ll say.§I.014–6 weeks
  2. IdentityNamingWe name your company, your product, your line, your campaign. Without a thousand bad puns.§I.023–5 weeks
  3. IdentityBrand architectureWhen you have more than one brand, product, or audience, we sort out how they relate.§I.034–6 weeks
  4. StrategyCategory analysisWe figure out what’s really happening in your category. And where you can win.§I.043–4 weeks
  5. StrategyAudience researchWe figure out who your customer actually is. Not who you assume they are.§I.053–5 weeks
  6. CreativeCampaign conceptingThe idea. The one that makes a campaign worth running.§I.062–4 weeks
How Think engagements run

Project-scoped. 2–8 weeks.

Think work is project-based: 2–8 weeks, priced flat. Fortnightly loops, Friday decisions, Monday rewrites. You leave with a one-page positioning document, a messaging architecture, a decision log, and the momentum to brief the making stage properly. Most Think engagements lead into ongoing §II and §III work, but don't have to.

Form
Documents · decisions · evidence
Length
2–8 weeks, project-scoped
Pricing
Flat, by scope
Cadence
Fortnightly · Friday reads
Leaves with
Positioning · decision log
See alsoAdjacent chapters, other sections
§I.4 · Filed to date

Strategy we've filed.

All case files →
Jugo Superfoods: Retail to D2C in one brand arc. CAC down, AOV up.
No. 0001 · Filed 2026.04Jugo SuperfoodsRetail to D2C in one brand arc. CAC down, AOV up.
§I§II§IIICPGFull-service
Torossian: Six design archetypes, one deliberate storefront.
No. 0002 · Filed 2026.04TorossianSix design archetypes, one deliberate storefront.
§I§II§VServicesProject
Sky Barn: Oat milk that reads like a brand, not a beverage.
No. 0003 · Filed 2025.11Sky BarnOat milk that reads like a brand, not a beverage.
§I§II§IIIF&BLaunch

Need the decision before the design?

Two weeks. One decision log. Everything downstream gets easier.

Free assets
§ITHINK · R1 · 2026
WMP · VOL. I · 06 CHAPTERS · MMXXVI