Our work

Emerging category

Emerging categories have one defining feature: the rules aren't written. Pioneers do the writing; followers borrow what's on the page. You can't have the upside without the boldness to take a stand. Pulling it off requires committing to a position, aligning leadership and team behind it, and giving the market a brand built to make it stick. The work below is what it looks like, across electric vehicles, AI-native products, newly legal consumer markets, and categories still figuring themselves out.

Rivian

Kicking the tires on Rivian’s brand platform and messaging system.

Wyld

Taking cannabis edibles to an all new high.

Fox Factory

Launching a new category of suspension.

onX

Taking more people off the grid and into the wilderness.

Rivian

Kicking the tires on Rivian’s brand platform and messaging system.

Rivian is leading the charge by developing electric vehicles that are insanely capable and inspiring to the type of modern explorers who care about the world they live in. We worked with their leadership team to focus on Rivian’s brand position and align it with their business as they drove toward a public company launch.

Wyld

Taking cannabis edibles to an all new high.

Wyld currently sits atop the gummy throne as the nation’s most popular brand of cannabis edibles. They asked us to build positioning playbooks for Wyld and its parent company as they race toward national expansion and inevitable world domination.

Fox Factory

Launching a new category of suspension.

Fox is used to being at the front of the pack, and their first-to-market e-mountain bike suspension was no exception. We worked with their product and marketing teams to remind people that after almost 50 years of smoothing out bumps at high speeds, no one is better equipped to master e-mtb suspension than Fox.

onX

Taking more people off the grid and into the wilderness.

Any map can get you from one city to the next, but when the pavement ends, onX begins. With unmatched off-the-grid data, onX is essential equipment for hunters and outdoorsy types with a desire for knowing their exact GPS location anywhere from coast to coast.