Paulo Ribeiro's (Wieden&Kennedy, Redscout, West) expertise is helping brands like Nike, TNF and Venmo develop new strategies to earn more attention and revenue. Photograph by Chloe Aftel Paulo began his career in brand advertising first in NYC and then in SF at Hal Riney+Partners, the first creatively led agency, during the dot com boom. At Wieden + Kennedy he was head of global brand strategy for Nike and Electronic Arts through the era of digital transformation. He led the evolution of innovation agency Redscout to better serve Silicon Valley, working with Reid Hoffman on LinkedIn’s positioning and expanding Gatorade’s portfolio from beverages to food and digital products. He was the Managing Director of one of the first Venture Studios-West SF, which was founded by Jack Dorsey to accelerate the growth for many of the world’s most disruptive startups. His portfolio included Venmo, Jawbone, Twitter, Braintree, Anki, Tumblr and many others. More recently he led the creation of the Wieden+Kennedy Lodge the innovation agency, within the W+K Network, with Nike's secretive innovation Kitchen, Samsung and Verizon as clients. The fruits of that labor contributed significantly to W+K earning Global Agency of the Year two years in a row. He is the founder of Two Things, a brand transformation agency that focuses on the active lifestyle category. Two Things serves clients such as The North Face, Timberland, Visit Sun Valley, Mad Hippie, Converse and Arc’teryx. Paulo Ribeiro's expertise is in building strategies to evolve brands. ↗ 2017 AICP Innovation Award ↗ 2016 Adweek Creative 100 ↗ 2012 One Show Pencil - BulletStorm ↗ 2011 Effie - Dante’s Inferno ↗ 2011 4A’s Jay Chiat Award-New Product: Gatorade G-Series ↗ 2010 Clio - Nike Livestrong ‘Chalkbot’ ↗ 2010 - D+D Yellow Pencil - Integrated Campaign ‘Its’ About You’ Select Awards Featured in publications such as: ↗ Creative Boom—Coverage of Novella Launch ↗ Ad Age: Brookfield ↗ Muse by Clio—Brookfield ↗ Communication Arts—Brookfield ↗ Egotist—Stay Sunny ↗ Little Black Book—The North Face: Discover Your Trail ↗ Graphic Design USA—Stay Sunny ↗ ↗ The Drum—Two Things Launch ↗ Adweek—Paulo Leaving W+K Scoop ↗ Fast Company—Paulo leaving W+K Scoop ↗ Adweek—Two Things Launch ↗ Fast Company—Two Things Launch ↗ ↗ Shots Magazine—Lodge Profile ↗ Fast Company—Lodge Principle Profile ↗ Fast Company—Nike Live Design ↗ Fast Company—Anki Lost In Reddit Profile ↗ Monocle—NeedyBot ↗ Meta/Oculus—KFC The Hard Way ↗ TechCrunch—Anki Lost in Reddit ↗ Business Insider—Soylent + WK Lodge ↗ Creative—Soylent ↗ Retail Dive—Soylent ↗ Portland Monthly—NeedyBot ↗ Adweek—100 Creatives Whose Brilliant Ideas will make you jealous ↗ ↗ NYT—Paulo to MD Redscout ↗ The Guardian—Nike Chalkbot ↗ Campaign Live - Nike Livestrong 2010 Integrated Titanium Cannes Lion ↗ Adage - Nike Livestrong 2010 Integrated Titanium Cannes Lion ↗ WSJ—EA Dante’s Inferno ↗ Blog—Dante’s Campaign Profile ↗ Kotaku—Greed (Dante’s) ↗ Joystiq—Greed (Dante’s) Selected Press Speaking Engagements Paulo has spoken at many festivals including Fast Company Innovation Festival, Samsung Galaxy Media Days and Electronic Arts Sales Meetings. He has been asked to speak at leadership retreats for Electronic Arts, Gatorade, Pernod-Ricard, Nike and Target among others. He is frequently asked to present insights and perspectives to boards and investors. Speaker fees vary depending on the length of the presentation, whether preparation is necessary and the amount of time necessary onsite. Travel and expenses will be covered separately. Pro-Bono can be discussed for non-profits or other worthy causes. For Speaking Engagements: talk@twothings.co For Advising: hello@twothings.co Images from the Archives He's earned many accolades' including being listed as one of the Adweek Global Creative 100, he is a Cyber Lion Winner, has won Clios, D+AD Pencils, Effies, AICP Innovation Awards and more. Awards Press He's earned many accolades' including being listed as one of the Adweek Global Creative 100, he is a Cyber Lion Winner, has won Clios, D+AD Pencils, Effies, AICP Innovation Awards and more.

Two Things | Brookfield Properties | The Wishing Forest Client // Brookfield Properties Assignment: Innovation Strategy · Design Strategy · Concept Development · Prototyping · Experience Design · Production Oversight · Measurement Framework · Go-To-Market Strategy Building a B2C framework and platform for a B2B centric marketing team The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. The Challenge Brookfield Properties approached us with a critical mandate: modernize their consumer experience and create an innovative, interactive model that could drive foot traffic, generate buzz, and scale across their national portfolio. The first test would come fast—a holiday-season pilot—while the larger ambition was clear: Design a year-round, nationwide engagement system that strengthens consumer relationships, not just seasonal visitation. The Insight Our process begins with a structured exploration of Category, Culture, and Product. For Brookfield, this lens revealed a key truth: while malls have traditionally focused on transactions, consumers increasingly seek connection, play, and meaningful shared experiences. The design challenge sharpened into a tension: How do we create holiday experiences that feel inclusive and modern—engaging visitors of all ages, backgrounds, and abilities—without alienating holiday traditionalists? The answer lay in the emotional universals that define the season: Magic, Connection, Tradition, and Peace. These territories became the foundation of a scalable design system. What We Did Two Things partnered across strategy, design, prototyping, and production to build a repeatable experience framework for Brookfield’s properties. We established guardrails for scalable, measurable programs. We developed concepts that embodied universal emotional territories. We prototyped analog surfaces enhanced by technology. We launched a real-world pilot and scaled it nationally. The Result The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. In-Experience Metrics A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. Six unique groves were produced, with different configurations deployed per property to evaluate performance in diverse markets. Consumer Sentiment The groves delivered strong emotional resonance.According to Brookfield’s internal survey: 85% of guests rated the experience as “unique” 90% indicated they were highly likely to return the following year Earned Media & Buzz Despite being a pilot, the experience generated industry attention and organic consumer buzz. Reactions ranged from “interactive decorations” to “makes you enjoy the season even more.” Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. Press These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

Two Things | About Us | Understand the principles that drive our work. What it’s like to work with us What it’s like to work with us Five We make ourselves obsolete. We're in the evolution business, not the maintenance business. Our job is to set the conditions for success, strengthen your team through lived experience, and then hand your team the baton to the future. One We use creativity as a growth engine. We bring creativity back upstream —where it belongs—as a catalyst for change. It’s how we create strategy with soul, and products that feel both inevitable and new. What it’s like to work with us Foundational Creative Strategy Strategy Sprint 4 Weeks Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. I. Insights + Creative Territories Deliverable: Presentation with findings and recommendations Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward II. III. Creative Strategy, Concepts + Rollout Comprehensive Project 12–14 Weeks Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. II. I. Strategy + Creative Partnership Custom Retainer 6–12 Months Opportunity Mapping Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Insights + Creative Territories Creative Territory Refinement III. II. I. Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Executional Advisory Strategy Sprint 4+ Month Commitment Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Month-to-Month or Quarterly Ways we can work together Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Strategy Channel Strategy Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Strategy Channel Strategy Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic
 Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Looking to partner with us? start a conversation → Opportunity Assessment Findings + Indications Opportunity Thesis Opportunity Territories 3. External Audit Category Research (secondary) Culture Research (secondary) 2. Internal Audit Ambitions + Hypotheses Brand + Product Research 1. 1 month Innovation Roadmap Strategic Discovery Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. I. Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations II. Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs 4–6 months Foundational Design Comprehensive Project Dedicated Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (assigned based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership team. I. III. II. Comms Strategy and Pre-Production Concept Development Creative Strategy Development Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. 6–12 Months Strategy + Creative Partnership Custom Retainer Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team 4+ Month Commitment Executional Advisory Advisory Formats Monthly or Quarterly Strategic Advisory Advisory Formats Executional Advisory Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Custom Retainer Strategy + Creative Partnership 6–12 Months ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Strategy Sprint Foundational Creative Strategy 4 Weeks ↗ Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research ↗ Insights + Creative Territories Deliverable: Presentation with findings and recommendations ↗ Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Comprehensive Project Creative Strategy, Concepts + Rollout 12–14 Weeks ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Two We collide perspectives to create new ones. We work at the powerful intersection of strategy and design, business and brand, internal knowledge and external perspective. This is where insights collide, disciplines blend, and new possibilities emerge. Three We hunt for the roadblocks. Organizations don’t set out to hinder progress, but culture, structure, and process often do. We surface the obstacles unique to each company early and design around them—so bold opportunities launch in market, not die in decks. Four We build from the inside out. We roll up our sleeves to build alongside you—operating like an early-stage strike team to prototype, pressure-test, and launch new products.

Two Things | Plenty | Positioned a vertical farm brand in a commodity category and developed the product and launch strategy from trial to membership. Client // Plenty Assignment: Brand Strategy · Mobile App Design & Development · Event & Campaign Development · UX Design · Chat Interface · Product Marketing Building a brand from the ground up - roots and all The Challenge Plenty set out with one of the most audacious missions in modern food: to reinvent agriculture through AI-powered indoor vertical farming. Their technology promised fresher food, grown closer to consumers, using a fraction of the land and water of traditional farming. But despite extraordinary engineering, the brand faced a fundamental challenge: How do you introduce a world-changing technology to everyday consumers in a way that builds trust, drives trial, and sparks loyalty—long before mass distribution catches up to ambition? Plenty needed more than awareness. They needed a brand, a voice, and a go-to-market strategy built for behavior change—not just belief change. The Insight Vertical farming is a complex idea. Sustainability, yield, and controlled-environment agriculture are compelling—but too conceptual to drive adoption alone. Our research uncovered a simple but transformative truth: The fastest path to belief was taste. Consumers didn’t need a lecture on agricultural disruption—they needed a bite of the product itself. If Plenty could put greens directly into people’s hands, in unexpected, joyful environments, the product would tell the story more powerfully than any ad ever could. Trial—real, sensory, delicious trial—would be Plenty’s tipping point. What We Did 1. Built the Brand From Strategy to Identity We developed the brand strategy rooted in culture, consumer behavior, and Plenty’s bold technological mission. From this we defined the identity, the voice, and the brand architecture needed to connect an advanced technology to everyday people. 2. Designed a Trial-First Go-To-Market Strategy Instead of a traditional advertising launch, we created a taste-led, city-by-city introduction plan designed to meet consumers where they gather: music festivals art fairs outdoor cultural events community experiences These weren’t sampling moments—they were immersive, emotionally resonant first encounters with a brand redefining what fresh food could be. 3. Built the End-to-End Customer Journey We mapped the path from trial to loyalty, designing: event experiences a frictionless mobile and SMS chat interface a DTC pipeline that converted real-world tastings into ongoing subscriptions 4. Moved Fast, Iterated Constantly, and Built With Real-Time Feedback This nimble, startup-style process allowed Plenty to adapt quickly as the category evolved and the company scaled.Working in tight sprints with Plenty’s team, we: tested messaging in live markets validated acquisition funnels refined the city-launch playbook optimized the tech-powered brand experience in real time RESULTS RESULTS In a space shaped by complexity, capital intensity, and shifting expectations, Plenty gained what technology alone couldn’t provide: a brand consumers could touch, taste, and trust. Plenty emerged not just as an agricultural innovator, but as a consumer brand with a clear story, a differentiated identity, and a scalable go-to-market engine. Our work created: A trial-first strategy that turned taste into belief 80% participation rate 136MM+ impressions 24% revenue growth vs the previous period for trail category In a space shaped by complexity, capital intensity, and shifting expectations, Plenty gained what technology alone couldn’t provide: a brand consumers could touch, taste, and trust. Plenty emerged not just as an agricultural innovator, but as a consumer brand with a clear story, a differentiated identity, and a scalable go-to-market engine. Our work created: A trial-first strategy that turned taste into belief A mobile + chat experience that lowered friction and increased retention A playbook for city-by-city rollout and future scale A modern storytelling and experience-driven foundation for a category-defining technology Moving quickly, pivoting often, and staying nimble, our collaboration with the Plenty team used quick sprints to ideate and validate in markets in real time, yielding lasting results for the company. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience.

We've focused our agency to deliver fresh, creative strategy and effective go-to-market plans for the outdoors and active lifestyle markets. Two Things is Doubling Down By Paulo Ribeiro Our approach to brand transformation has worked in multiple categories but, we are choosing to focus primarily on the active lifestyle space and audience. Two Things Inc started up in 2018. The agency was founded as a vehicle to combine a deep strategy process with a creative culture to help clients evolve how they go to market. We’ve operated as a creative consultancy with a goal of breaking down the wall between product experience and marketing experience. Along the way we’ve worked with clients in the entertainment, sports, outdoor, transportation, gaming, food, and retail industries. We’ve been trusted to develop strategies to transform how those brands go to market. To bring those strategies to life we’ve helped our clients reimagine advertising campaigns, mobile UX, created new to the world 3D creation tools, conversational interfaces, tik-tok campaigns, reimagined media plans, built websites and designed research methodologies to measure effectiveness. In two instances we’ve breathed life into entirely new businesses. We are proud of the work we’ve created together with our clients. We’ve learned and grown with each engagement. But TBH, too often we’ve had to learn on the job. There is a significant difference between the assignments we’ve explored with our clients and the assignments where our expertise led the way. Going forward, we are going to focus all of our energy on what we know inside and out. 1. We are experts at designing new ways for our clients to Go To Market. We shine when helping our clients evolve how they Go To Market whether the need is driven by launching a new product, a desire to connect with new audiences or markets, or for any reason that requires building new creative muscles. We are at our best when designing the strategy and creative concepts to evolve how a brand is experienced. We think hard about the business context, and also how the work will be made. We develop creative ideas to stand out from the noise in terms of their format AND their message. The fact that we consider the execution in our strategy work does NOT mean we need to be the ones making all the work. In many cases there are teams that are better at the craft of producing work (even if our clients are more comfortable working with us). So we are going to focus our attention on the moment of change and the systems to bring that work to life over time. 2. We are creative people which means we can get distracted or curious about many different categories, but expertise comes from deep experience. We’ve had the honor of working with brands like The North Face, arc’teryx, Converse, Timberland, Visit Sun Valley, Nike and others on some of their most mission critical projects. This has given us depth of experience with the active lifestyle consumer that they target. So we are choosing to focus our work in the active lifestyle category. Going forward Brand Transformation for Active Lifestyle Brands will be the agency's focus. This is a mission for us. Too many brands in this space have marketing that is stuck in the past. Sure, there are players like Nike that are constantly re-writing the brand playbook. But brand’s that are innovating in this space are the exception, not the rule. So much of the work is sleepy and backward looking, reinforcing historical brand equity but not doing a great job of reaching out to wider audiences. This may not be a popular opinion but it's true. It is a shame because us humans are at our best when we are connecting with other humans IRL. We need to shake up the category that is all about movement, outdoors and human connection. We’ll use all the modern tools of creativity to make this happen. Stay tuned for more from insights@twothings.co . back to insights →

Two Things | Novella | Private Equity investors asked for help in developing a modern footwear brand and we responded by building the company from the ground up. Client // Novella Assignment: Research & Insights · Brand Strategy · Global Advertising Campaign · Photography · Film · Messaging & Campaign Toolkit Designing a footwear business from the ground up Sneakers are a 100 billion dollar market worldwide. In recent years, there has been a tidal wave of Instagram DTC starts trying to tap into this burgeoning market. For most, the story has been exactly the same: high craftsmanship at a lower price. Beautiful but boring. The Challenge The sneaker industry is a $100B global market—and in recent years it has been flooded with DTC upstarts following the same playbook: premium materials, minimalist design, heritage-inspired craftsmanship, all delivered at a slightly better price. Beautiful, yes. But indistinguishable. The category had become saturated with brands that looked different but behaved the same. There was no emotional differentiation. No narrative. No reason to believe beyond the product itself. We saw an opportunity to build a brand that didn’t just enter the market—but reimagined how a sneaker company could connect with people. In recent years, there has been a tidal wave of Instagram DTC starts trying to tap into this burgeoning market. For most, the story has been exactly the same: high craftsmanship at a lower price. Beautiful but boring. Most of the energy in the market today comes from big, iconic sneaker brands doing limited edition drops and generic collaborations with other established brands or artists. It’s an approach badly in need of a refresh. The Insight Every sneaker brand was selling the shoe. None were selling the story. But consumers—especially creators, makers, and cultural tastemakers—crave brands with depth, meaning, and a point of view. We identified a simple but powerful truth: there is a limitless appetite for human stories of craft, purpose, and creativity. What if a sneaker weren’t the end of the story, but the medium for telling it? Novella was born in the depths of the pandemic. Amidst the darkness, we tried to find light. Not just through the creation of our shoes. But through the stories of these uncommon artisans. And all the joy and inspiration they were putting out into the world. At a time when we needed it most. What We Did Investors with a vision asked Two Things to build what became Novella from the ground up. 1. Defined the Brand Strategy & Architecture We positioned Novella around a radical concept: each drop would be a collaboration with an extraordinary creator—barbers, poets, textile artists, comedians—and each sneaker would visually express their story. No celebrity hype. No trend-chasing. Just authentic creators whose craft brings joy. 2. Developed the Footwear Platform Organized the product team - from footwear designers, to product developers, the manufacturing partners and the systems and processes to stitch all of this together. We also designed the systems to identify the creators that would inspire each of the shoes and worked with them to put their fingerprints (literally) on the designs. 3. Built the Go To Market Strategy and Toolkit Global photography and film systems Messaging structure and storytelling framework A scalable drop architecture (“Chapters” and “Verses”) Guidelines enabling every future release to feel distinct yet unmistakably Novella 4. Designed the Launch & Brand Experience We crafted Novella’s inaugural introduction as both a brand launch and a proof of concept. Each limited edition release (2,020 pairs per story) was individually numbered—turning every pair into a collectible artifact of human creativity. The Result Novella entered the market not as another DTC sneaker brand, but as a creator-driven storytelling platform. The brand differentiated itself in one of the world’s most crowded categories by offering something no one else was offering: a sneaker brand with a soul. Novella didn’t just launch a sneaker. It launched a new way of thinking about the relationship between creativity, craft, and footwear. The impact is clear: A completely original footwear brand and business model brought to life A narrative-led product architecture now used across releases A creative foundation that established Novella as a distinct, premium, culturally resonant entrant in a saturated space See more at novella2020.com

Two Things | Visit Sun Valley | Stay Sunny | Evolving an organization from brand awareness to lifecycle marketing. Discover how we shaped tourism and engagement. Client // Visit Sun Valley Assignment: Brand Strategy · Board Advisory · Go-To-Market Definition · Campaign Production & Staffing · Measurement Strategy & Metrics Evolving a destination brand to meet the demands of a new era The Challenge Sun Valley, Idaho is one of the most breathtaking places in the world—but for decades, it flew under the radar. Then the pandemic hit. Almost overnight, the quiet mountain town became a magnet for travelers, second-home seekers, and remote workers. Tourism surged far faster than infrastructure, local businesses, or municipal systems could keep pace. The Destination Marketing Organization (DMO) faced a fundamental identity crisis. Their long-standing mission of awareness and demand generation was suddenly at odds with the community’s reality. They needed a new mandate—one focused on balance, sustainability, visitor education, and long-term value, not simply volume. We started with a simple call-to-action (STAY SUNNY) that reflected the optimistic spirit of the Valley. But we also needed a voice that, like the locals, felt honest and to the point. Conceptually, we thought of it as a secret society that anyone could be a part of (assuming they were kind and respectful). The Insight Sun Valley didn’t just need more visitors; it needed the right visitors—those who would respect the community, stay longer, return often, and contribute meaningfully to the local economy. This required a shift from traditional tourism marketing to lifecycle marketing: engaging audiences before, during, and after their visit, aligning resident and visitor needs, and creating a brand voice that could flex between demand generation and destination management. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as own-able or relevant as it once was. RESULTS RESULTS While the work was less about immediate performance metrics and more about long-term sustainability, the results were transformative: 360° Sun Valley’s DMO evolved from a traditional tourism bureau into a 360° destination management and marketing organization Stakeholders across municipalities, businesses, and the state aligned under a shared mission and shared language The new measurement model gave leaders unprecedented clarity into value, cost, and impact The organization gained the systems, partners, and strategic guidance necessary to adapt in real time to fluctuating tourism patterns While the work was less about immediate performance metrics and more about long-term sustainability, the results were transformative: 360° Sun Valley’s DMO evolved from a traditional tourism bureau into a 360° destination management and marketing organization Stakeholders across municipalities, businesses, and the state aligned under a shared mission and shared language The new measurement model gave leaders unprecedented clarity into value, cost, and impact The organization gained the systems, partners, and strategic guidance necessary to adapt in real time to fluctuating tourism patterns What We Did Two Things partnered with the DMO’s Board of Directors, Executive Team, and regional stakeholders to redefine the purpose, structure, and strategy of the organization. 1. Reframed the Mission & Go-To-Market Strategy Shifted the DMO from demand-only marketing to a holistic lifecycle model Engaged five municipalities, the State of Idaho, Sun Valley Resort, and local businesses to align on a unified strategy Built a flexible go-to-market approach capable of toggling between destination management and demand generation based on seasonal and economic needs 2. Created a New Brand Platform We developed Stay Sunny —a brand voice, mobile applications and activation strategy that worked in two directions: Locally: addressing pain points, educating visitors, and supporting community needs Externally: driving awareness and demand when appropriate 3. Designed the Operating System Behind the Brand Built a new roster of creative and production partners to execute ongoing campaigns Developed a CAC/LTV model to quantify the full value of visitors, improve budgeting, and increase transparency with stakeholders Established measurement systems and reporting frameworks to continually optimize marketing investment 4. Provided Ongoing Strategic Advisory As Sun Valley navigated rapid and ongoing change, we advised the Board and leadership to continually refine tactics, rebalance priorities, and evolve the campaign as real-world conditions shifted Each creative piece was informed by what we call a pain point, i.e., specific time or place where tourists were being insufferable. We wrote lines (or messages) encouraging them to stop. But took care not to castigate them. That just felt mean. Humor, we learned, was the most effective way of connecting with others (whether they're locals or not). Around town our voice shifted depending on where you were and what offense (if any) was being committed. So, for example, as people entered town, we welcomed them with a wave and a smile. Alternatively, when people were being jerks on the bike trail, we gave them the business. To date, virtually every piece of communication has been delivered through non-traditional media, i.e., chalked sidewalks, construction site plywood, murals, bumper stickers, viewfinders. The medium truly has been the message. The money saved from not doing a traditional media buy has freed us up to do more local collabs and to execute all production locally. Every execution supports the local community in some way.

Two Things | Brookfield Properties | The Wishing Forest The Insight Our process begins with a structured exploration of Category, Culture, and Product. For Brookfield, this lens revealed a key truth: while malls have traditionally focused on transactions, consumers increasingly seek connection, play, and meaningful shared experiences. The design challenge sharpened into a tension: How do we create holiday experiences that feel inclusive and modern—engaging visitors of all ages, backgrounds, and abilities—without alienating holiday traditionalists? The answer lay in the emotional universals that define the season: Magic, Connection, Tradition, and Peace. These territories became the foundation of a scalable design system. What We Did Two Things partnered across strategy, design, prototyping, and production to build a repeatable experience framework for Brookfield’s properties. We established guardrails for scalable, measurable programs. We developed concepts that embodied universal emotional territories. We prototyped analog surfaces enhanced by technology. We launched a real-world pilot and scaled it nationally. The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% 85% of guests rated the experience as “unique”. 90% 90% indicated they were highly likely to return the following year. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. 90% 90% indicated they were highly likely to return the following year The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. RESULTS The launch didn’t just introduce a product—it introduced a new way for TNF to build community, tell stories, and activate digital at scale. Further Together turned the Vectiv launch into a global movement. The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% 85% of guests rated the experience as “unique”. 90% 90% indicated they were highly likely to return the following year. Despite being a pilot, the experience generated industry attention and organic consumer buzz.
Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. The work reframed how Pernod Ricard’s teams think about consumer connection—proving that meaningful engagement is possible even without DTC. Key outcomes included: The work transformed Brookfield’s approach to customer engagement—shifting from seasonal entertainment to a relationship-driven model with measurable business impact. A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 85% A single overarching concept was built with multiple modular experiences (“groves”), enabling Brookfield to test and optimize for national scalability. 90% 90% indicated they were highly likely to return the following year 85% of guests rated the experience as “unique” 85% RESULTS But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. Client // Brookfield Properties Assignment: Innovation Strategy · Design Strategy · Concept Development · Prototyping · Experience Design · Production Oversight · Measurement Framework · Go-To-Market Strategy Building a B2C framework and platform for a B2B centric marketing team The North Face is legend in the outdoor adventure space. Earned Media & Buzz Despite being a pilot, the experience generated industry attention and organic consumer buzz. Reactions ranged from “interactive decorations” to “makes you enjoy the season even more.” Coverage spanned trade and marketing outlets—including Communication Arts, Clios, AdAge, and LBB—celebrating both the pilot and the nationwide rollout. The Challenge Brookfield Properties approached us with a critical mandate: modernize their consumer experience and create an innovative, interactive model that could drive foot traffic, generate buzz, and scale across their national portfolio. The first test would come fast—a holiday-season pilot—while the larger ambition was clear: Design a year-round, nationwide engagement system that strengthens consumer relationships, not just seasonal visitation. Press What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

Two Things | Arc’teryx | No Wasted Days | Guiding the Arc’teryx strategy, investment and operations for their first global, integrated marketing effort. Client // Arc'Teryx Assignment: Brand Strategy · GTM Strategy · Global Campaign · Marketing Systems · Campaign Architecture · Budgeting · Insights & Measurement Fuel to power the brand over $1B and beyond The North Face is legend in the outdoor adventure space. But the approach they pioneered—sponsoring the exploits of extreme outdoor athletes—is no longer as ownable or relevant as it once was. What they need today, is a new chapter in their story. One that is true to their adventurous spirit. But can speak to a broader, wider, more diverse audience. The Challenge In 2022, Arc’teryx was preparing to launch its footwear category—a pivotal moment for any outdoor brand. Despite elite products and a devoted fan base, the brand remained niche. Premium pricing was justified by performance, but not widely understood. The internal marketing team, built around product storytelling, needed a new playbook to grow globally without losing credibility with the insiders who made Arc’teryx iconic. The Insight Consumers didn’t see the difference—“Gore-Tex is Gore-Tex, right?”—revealing a gap between technical superiority and perceived value. We uncovered a deeper truth fueling the brand’s most passionate users: Arc’teryx isn’t just gear. It’s a belief in living with no wasted days. This emotional platform unlocked a broader audience while strengthening the brand’s core. What We Did Two Things partnered across strategy, creative, and organizational design to build Arc’teryx’s first global brand and marketing engine. Developed a global brand platform and positioning Built the campaign architecture, messaging system, and channel strategy Designed membership experiences to be realized through app ecosystem and physical stores Designed measurement and analytics frameworks and KPI’s Delivered budgeting strategy and production planning Advised on marketing organization structure and onboarded new hires as the team scaled The work established not just a campaign, but a repeatable, scalable marketing system for ongoing global growth. RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS RESULTS No Wasted Days launched in October 2023 and reintroduced Arc’teryx to the world with a message that was both expansive and deeply authentic. Reintroduced Arc’teryx to the world with No Wasted Days (Oct 2023), delivering a message that was expansive, culturally resonant, and unmistakably authentic. Fueled historic growth, helping propel the brand from $941.2M at launch past $1B for the first time , and on to $1.2B+ by the end of 2024. Built the engine for scale, establishing the strategic and operational foundation that continues to power Arc’teryx’s global marketing today. No Wasted Days launched in October 2023 and reintroduced Arc’teryx to the world with a message that was both expansive and deeply authentic. Reintroduced Arc’teryx to the world with No Wasted Days (Oct 2023), delivering a message that was expansive, culturally resonant, and unmistakably authentic. Fueled historic growth, helping propel the brand from $941.2M at launch past $1B for the first time , and on to $1.2B+ by the end of 2024. Built the engine for scale, establishing the strategic and operational foundation that continues to power Arc’teryx’s global marketing today. These true stories of Next Gen trail lovers is only the beginning. In the months to come, we'll be exploring activations that actually help people discover their trail. In the meantime, thanks for listening and see you out there.

As an alternative to a traditional advertising agency, we take on brand transformation with the goal of improving marketing impact through robust strategy. What it’s like to work with us What it’s like to work with us One We use creativity as a growth engine. We bring creativity back upstream —where it belongs—as a catalyst for change. It’s how we create strategy with soul, and products that feel both inevitable and new. What it’s like to work with us Foundational Creative Strategy Strategy Sprint 4 Weeks Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. I. Insights + Creative Territories Deliverable: Presentation with findings and recommendations Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward II. III. Creative Strategy, Concepts + Rollout Comprehensive Project 12–14 Weeks Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. II. I. Strategy + Creative Partnership Custom Retainer 6–12 Months Opportunity Mapping Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Insights + Creative Territories Creative Territory Refinement III. II. I. Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Executional Advisory Strategy Sprint 4+ Month Commitment Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Month-to-Month or Quarterly Advisory Formats Executional Advisory Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team Strategic Advisory Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Custom Retainer Strategy + Creative Partnership 6–12 Months ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Strategy Sprint Foundational Creative Strategy 4 Weeks ↗ Opportunity Mapping Deliverable: Brand Audit, Product/Category/Cultural Research ↗ Insights + Creative Territories Deliverable: Presentation with findings and recommendations ↗ Creative Territory Refinement Deliverable: Revisions to Creative Territories based on feedback, Design Challenge Briefs to guide work, Recommended path forward Core Team: Brand Strategist, Design Lead and Creative Director with support from Producer and Studio Design Team. Creative and Strategy oversight by Leadership Team. Comprehensive Project Creative Strategy, Concepts + Rollout 12–14 Weeks ↗ Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs ↗ Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations ↗ Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. Two We collide perspectives to create new ones. We work at the powerful intersection of strategy and design, business and brand, internal knowledge and external perspective. This is where insights collide, disciplines blend, and new possibilities emerge. Three We hunt for the roadblocks. Organizations don’t set out to hinder progress, but culture, structure, and process often do. We surface the obstacles unique to each company early and design around them—so bold opportunities launch in market, not die in decks. Four We build from the inside out. We roll up our sleeves to build alongside you—operating like an early-stage strike team to prototype, pressure-test, and launch new products. Five We make ourselves obsolete. We're in the evolution business, not the maintenance business. Our job is to set the conditions for success, strengthen your team through lived experience, and then hand your team the baton to the future. Ways we can work together Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Recommendation Channel Recommendation Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic
Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Ways we can work together Strategic Discovery Innovation Roadmap 1 month Strategy
 Internal Audit Ambitions + Hypotheses
 Brand + Product Research (existing) External Audit Category Research (secondary) Culture Research (secondary) Opportunity Assessment
 Findings + Indications Opportunity Thesis Opportunity Territories Comprehensive Project Foundational Design 4–6 months Strategy Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design Product Exploration Product Concepts Product Prototyping Product Design Product Vision + Roadmap Implementation Operations Organizational Design Recommendation Production Recommendation Go-To-Market Planning Rollout Recommendation Channel Recommendation Iterative Retainer Incubation Program 6–12 month cycles Strategy
 Research Culture + Category + Product Findings + Indications Design Strategy Opportunity Thesis Design Territories Design Challenge Briefs Design
 Product Exploration Product Concepts Iterative Co-Creation Product Design Product Vision + Roadmap Prototype(s) Iterative Co-Creation Validation Implementation Operations New Teams + Capabilities Go-To-Market Strategy Launch Vision + Roadmap Advisory Strategic
 Advisory Monthly or quarterly Two Things can engage as a strategic advisor to leaders and/or leadership teams such as BoD or Steering Committee. In this capacity Two Things provides strategic expertise on a focused set of innovation topics over time. Two Things can guide implementation and optimization of growth strategies to leaders tasked with driving innovation. Sample Advisory engagements include: Innovation Strategies Team Evaluations and Recommendations Organizational Design Curation of Vendor Rosters Performance Benchmarking Audits and Analysis Looking to partner with us? start a conversation → Opportunity Assessment Findings + Indications Opportunity Thesis Opportunity Territories 3. External Audit Category Research (secondary) Culture Research (secondary) 2. Internal Audit Ambitions + Hypotheses Brand + Product Research 1. 1 month Innovation Roadmap Strategic Discovery Core Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (selected based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership Team. I. Comms Strategy and Pre-Production Deliverable: GTM Rollout Calendar, Production Recommendations and Budgets, Recommended Channel Prioritization and Measurement Recommendations III. Concept Development Deliverable: Two Rounds of Creative Development, Brand and Product Marketing Concepts combined, Concepts fleshed out to match production considerations II. Creative Strategy Development Deliverable: Brand Audit, Research + Insights Presentation, Creative Territory Presentation 1 + 2 (if needed), Design Challenge Briefs 4–6 months Foundational Design Comprehensive Project Dedicated Team: Strategy Lead, Design Lead, Brand Manager/Producer. Creative Concept Teams (assigned based on brief). Studio Design Team: Graphic Design, Part-time Researcher. Creative and Strategy oversight by Leadership team. I. III. II. Comms Strategy and Pre-Production Concept Development Creative Strategy Development Custom Retainer option for more complex assignments. Two Things will generally follow its process working systematically through: Timelines can be customized to clients needs and additional workload can be absorbed by dedicated team assigned to client’s business. Monthly Work-Plan Alignment with senior stakeholders to calibrate work to client's business. 6–12 Months Strategy + Creative Partnership Custom Retainer Two things can engage as a strategic advisor to the board and/or leadership team on long-term strategy evolution. Includes: Performance Benchmarking Analysis and Recommendations Guidance on Org Design and/or AgencyRoster Customized options available Two Things can oversee execution of the work if needed from guidance to establishing long-term plan. Includes: Production Oversight Strategy +Creative Consistency Budget Management Strategy Implementation Measurement + Research Methodology Analysis and Recommendations Future Proofing Identifying long-term partners Training and Handoff to client team 4+ Month Commitment Executional Advisory Advisory Formats Monthly or Quarterly Strategic Advisory

Two Things | POV | If you want to make an impact, you start with the strategy and then build the team to execute (not the other way around). Two Non-negotiables: Two Non-negotiables: One Structure should follow strategy. Always. Breakthrough ideas don't start with execution. They start with clarity—defining where to play, what to build, and why it matters. Strategy sets the foundation, and design makes it real. You need both. 1 Powerful insights that define where to explore and what to build 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally 1 Powerful insights that define where to explore and what to build 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally Two Speed and substance. Always. The saying goes you can only pick two: good, fast, or cheap. We agree. But if you want to escape business-as-usual, there's only one correct combination: good and fast. Substance creates impact. Speed creates advantage. Together, they create breakthrough. Powerful insights that define where to explore and what to build 1 2 Bold products and services designed to move business and culture forward 3 Custom systems that generate maximum impact internally and externally Looking to partner with us? start a conversation → Two Speed and substance. Always. The saying goes you can only pick two: good, fast, or cheap. We agree. But if you want to escape business-as-usual, there's only one correct combination: good and fast. Substance creates impact. Speed creates advantage. Together, they create breakthrough.

Two Things | The North Face | Vectiv | From brand strategy to go-to-market planning see how we oversaw the global launch of TNF’s first footwear platform. Client // The North Face: Vectiv Assignment: Brand Strategy · Brand Architecture & Systems · Digital Experience · Marketing Process · Toolkits and Process, Measurement and Analytics Using a critical product launch to create a community powered playbook For years, The North Face has led the charge of peak athleticism in the outdoors. The Challenge In September 2021, The North Face came to us with a high-stakes proposition: their first-ever premium footwear platform—Vectiv—was ready to launch, but the go-to-market strategy wasn’t. The world was in a shutdown due to the pandemic and TNF needed more than a product story. They needed a brand-defining launch that brought digital to the center, not the sidelines. The internal team had executional horsepower—from elite athletes breaking FKTs in prototype Vectiv shoes to global partners and a budding in-house creative team. But they lacked a unified idea, an integrated playbook, and leadership to coherently connect local markets, global teams, and digital experience into a single, powerful launch. The Insight The proof of performance was clear: elite athletes were shattering records in Vectiv prototypes. While the rest of the world was in lock-down we needed to share this feeling: the explosive, exponential feeling of pushing your limits-with a much wider audience. What We Did We developed a narrative platform: Go Further as with an experiential platform at its center. Further Together—a global, digital-first ecosystem partnership between The North Face and Strava that transformed a product drop into a community-led brand experience. Defined brand architecture, messaging, and campaign system Built a global digital experience Created a consistent global visual language Delivered channel-specific playbooks Designed workflows and processes Orchestrated global teams Documented to form a toolkit for future launches. The Result The launch didn’t just introduce a product—it introduced a new way for TNF to build community, tell stories, and activate digital at scale. Further Together turned the Vectiv launch into a global movement. 523K+ sign-ups in the first month alone 37MM+ miles recorded across the world 80% participation rate 57K+ Strava community growth within first month 136MM+ impressions 24% revenue growth vs the previous period for trail category US playbook exported globally Elite athletes regularly beat FKTs (fastest known times) on a variety of trails using prototypes proving the unique value of the product. Now that we had our wayfinding, the next hurdle was execution. With the COVID-19 pandemic still raging around the globe, how could we drive trial and buzz when all trail races, events, and outdoor gatherings were canceled? Enter Further Together. As a direct reflection to the campaign, our internal work flow emphasizes collaboration and building tools for TNF to use across all of their channels and countries. The collaborative concepts resulted in strong brand messaging, positioning toolkits, photography guidelines, motion graphics, and videography for TNF’s global marketing teams to leverage again and again.