Brand Strategy & Creative Execution for Consumer Brands
Helping consumer brands sharpen their strategy, move with intent, and carve out their own space in the world.
A strong brand isn’t an accident. It takes the right moves, in the right order, over and over again.
No luck required. This is a system.
I’m Willie
As co-founder of global oat milk weirdo Minor Figures, I spent a decade inside a brand, seeing it from every angle. Not from a safe distance like a sensible human, but smooshed right up against the glass, in the thick of it—selling, scaling, making it up as we went. Some days it felt like controlled chaos. Other days, just good old normal chaos.
Brands aren’t theoretical to me. I’ve seen what sticks, what fades, what turns heads, and what gets ignored. I’ve tried things that should have worked but didn’t, and other things that should never have been attempted but became some of our great success stories.
Some of it was strategy. Some of it was seizing opportunities. Some of it, I will remain forever unexplainable.
Now, I work with founders who want to build brands that pull their weight. That don’t just sit there waiting for someone to care. That make themselves useful, obvious, and impossible to ignore.
Strong brands don’t happen by accident. The ones that last follow a system—clear strategy, consistent execution, and persistence.
Many struggle because they chase trends, spread themselves too thin, or overthink instead of acting.
The System is about focus. Knowing who your brand is for, showing up in the right places, and staying in motion.
What we do:
Run The System
The Offer
No fluffy decks. No “we’ll circle back.” Just real work, real fast.
We get in, figure out what’s working, what’s broken, and come up with creative solutions that fit you and your business.
Then we build a system to make sure you actually do it. We offer 3 options:
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A full day in the trenches. We break it all down—positioning, creative, sales, brand world, whatever’s blocking momentum. Then we fix it.
Who it’s for: Founders who need fast, focused answers—not endless meetings.
What you get: A full day of hands-on brand & business strategy. No reports. No homework. Just solutions.
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Four deep-dive sessions over 4-6 weeks. We dial in positioning, creative execution, and go-to-market strategy. Fast, sharp, and built for momentum.
Who it’s for: Brands that need more than a one-day reset but don’t want a slow, bloated process.
What you get: Four high-impact sessions designed to cut through the noise and get your brand moving.
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The full system—eight sessions over 8-12 weeks to nail brand foundations, execution strategy, and long-term growth. We go deep, refine, and get the brand dialled in properly.
Who it’s for: Brands that need more than just a plan—they need a way of operating.
What you get: Eight working sessions covering brand identity, creative execution, sales, and distribution strategy. No “check-ins.” Just real, actionable work.
Let’s get it on…