Connect first. Persuade later.
How the work lands with people, and where the brand shows up because of it — the concept that makes someone feel understood before you’ve made a claim, and the touchpoint plan that carries it out into the world.
Part one — Concept development
Connect first. Persuade later.
A concept has two jobs, and most decks try to do them at once. First it has to connect — the person has to feel you understand their life before you’ve mentioned the product, and recognise the practical and emotional needs around it without being told they’re there. Only then will they hear the case for it.
Think of the salesman on the doorstep who never opens with the vacuum cleaner. He opens with your Tuesday. We build the concept in that order — the recognition first, the claim second — and we don’t let the two blur.
Across the work we connect the human ability to sense and feel with the power of AI.
Who’s there
The concept’s owners plus the people who’ll take it to market.
Shape
One to three sessions.
You leave with
A concept written from inside the moment, with the connecting story and the persuading claim pulled apart and each made sharp.
The difference between “Calcium” and “Goodstart” — same product, thirty years of difference.
Part two — Touchpoints & brand planning
Where and how the brand shows up.
A concept only earns its keep once it actually reaches someone — in the right place, in the right moment, saying the same thing every time it shows up. We map every strategically relevant, unique touchpoint a brand has, and build a playbook of brand and product themes across them for a defined period, launches included.
This is brand planning in the plainest sense: not a comms calendar, but a record of where the promise has to hold up, and what it needs to say there.
Who’s there
Brand and marketing, plus whoever owns the calendar, in the room with whoever owns the concept.
Shape
A working session, then a written playbook.
You leave with
A touchpoint plan that carries the concept’s promise intact from launch through the months that follow — not just to the first ad.
Investment
From €4,000 — a starting point, shaped by how many touchpoints the plan has to cover.
Concept & Engagement in the system.
each resting on the four building blocks
Start here
Bring concept & engagement into a room.
A short call to work out whether this is where to start. No deck, no pitch.