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.

As an alternative to a traditional advertising agency, we take on brand transformation with the goal of improving marketing impact through robust strategy. Two Non-negotiables: One Structure follows 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 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 Two Non-negotiables: 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.

Have questions? Looking for alternative to a traditional ad agency? See how your brand and ours could be great partners and work together. Contact us today! Contact Us

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.

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 →

Weekly blog articles about strategy, brand transformation, and creative insights across the outdoors and active lifestyle markets. Sign up to receive today! Insights Insight Two Things is Doubling Down Our approach to brand transformation has worked in multiple categories but, we are choosing to focus primarily on the active lifestyle space and audience. Insight Your Brand's History is NOT Your Brand Strategy Why your brand’s past is not what your customers today care about. Insight What Can the Active Lifestyle Industry Learn from Silicon Valley? What does startup land have to teach brands way over in the active lifestyle space? Not everything. Not even most things, but there are a few really powerful ideas that if applied correctly can help a sleepy brand wake the hell up. Insight Brand X's and O's X marks the unforced error for Twitter. And, what can we learn from it? Insight The Urban/Rural Boundary is the Opportunity Cities hold a key to unlock the outdoors. Why is this massive opportunity so often ignored? Insight Include the Critics, Naysayers, and Roadblocks in the Process Why it never works to build a marketing strategy and get other departments to buy-in later. Insight The Terrain is Unsettled and Varied Generating smart ideas is *not* the hardest part of developing effective work. Subscribe to our newsletter ↗ subscribe ↗ Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports, sports lifestyle and adventure travel business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories. Subscribe to our newsletter ↗ subscribe ↗ Thanks for subscribing! Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports and sports lifestyle business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories. Subscribe to our newsletter ↗ subscribe ↗ Thanks for subscribing! Lessons, Tools, Tips and a few rants on creativity and marketing in the active lifestyle space* *What the hell do we mean by “active lifestyle”? We are talking about brands in the outdoor, sports, sports lifestyle and adventure travel business whether they make equipment, apparel or experiences for people to connect IRL move and explore the world. Brands that serve the active lifestyle market generally have a strong sense of purpose and an engaged community of customers. Their employees are also often a real community of like minded people. They are more likely to balance purpose and corporate social responsibility in the core of their operations than many other business categories.

Two Things is a studio for business evolution | We help companies design bold new products, and build the internal systems needed to scale them with speed. An incubation studio for business evolution Most businesses know what they are. Some see what they can become. Few can break out of business-as-usual. We partner with leaders who are ready to think big and move fast but are held back by the inertia of complex organizations. Working from within, we surface market opportunity, design bold new products and services, and build the internal systems needed to scale them with speed. Select Clients Plenty Building a product from trial through membership View case study The North Face: Discover Your Trail Engaging the next generation View case study Arc'Teryx Launching a new category View case study Select Clients Arc'Teryx Launching a new category View case study The North Face: Discover Your Trail Engaging the next generation View case study Plenty Building a product from trial through membership View case study Looking to partner with us? start a conversation →

Two Things | Pernod Ricard [Placeholder Headline] Client // Pernod Ricard Assignment // 1:1 Consumer Engagement Pernod Ricard oversees a portfolio of spirits with a unique challenge in common—a highly-regulated industry that can’t sell DTC and doesn’t own the customer relationship directly. Marketing = brand advertising in this space (and little else). The New Business Ventures team approached us with a challenge: find & test new ways to engage consumers with their brands in this uniquely challenging space. We started by identifying territories that people would want to engage with a brand like Plymouth authentically—something valuable and meaningful to the consumer—connecting with like-minded people, accessing new experiences—and developed a number of concepts that could launch in market as test-and-learn, with a number of easy-to-measure metrics. The goal was to prototype—and learn—and prototype again (and engage people in some fun stuff along the way). We developed and tested two SMS-based games, with the goal being not to capture contact info for mailing lists, but to get people to engage in the most valuable aspect of drinking—connecting with other humans, over stories.

Two Things | Mevo | Evolved from a single product offering into a multi-product brand. See how we used consumer insights to carve out market space. It was clear that there was an appetite for this product, with increasing hunger as new creators arrived on the scene. Mevo approached us to evolve their single product offering into a multi-product, highly realized brand—in 4 months. This included positioning, branding, naming their new product, developing the website, and completing the launch rollout. Beyond the sheer speed of the scope, a new challenge quickly emerged: how do you shift Mevo from a single product offering to a brand with a myriad of offerings, services, software, and—of course—products? Mevo, one of the pioneers and first creators in the livestreaming video space, launched their first product, the Mevo Plus in 2017 and quickly took over the market. High-quality, compact, and relatively affordable, Mevo allowed creators, organizations, and conferences to reach broader audiences. While it seems straightforward, good/better was not enough to define product positioning or distinguish the product in the growing creator market. Instead, through research and insights we dug into the consumer behaviors to carve out adequate space for both product offerings of Mevo: Plus and Start. Identifying new cohorts through our research stages, we turned our positioning to a broader set of audiences that would potentially tap into the emerging category of video streaming. Coupled with this, we developed an identity system for Mevo and their brand. The new product, Mevo Start, rolled out with a minimal, integrated, and friendly identity backed by a complete website overhaul, product intro videos, and extensive social content. We laid the groundwork for a compelling market offering and then, COVID-19 hit. Client // Mevo Assignment // Brand Strategy, Brand Identity, Messaging Framework, Product Launch, Advertising From a product into a brand umbrella with many products. 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. As shelter-in-place orders swept the globe, video streaming needs rapidly increased as did an urgent need for connecting groups, gatherings, families, offices, houses of worship, and creators. It was a rare opportunity to witness a moment where the core vision of the product (connecting others) met the needs of today. Additionally, Mevo donated 100+ camera bundles to NYC public schools and other organizations at the onset of the pandemic to help teachers and organizers continue their work despite challenging circumstances.