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 brand Minor Figures, I spent a decade inside a brand, seeing it from every angle. Not from a safe distance, 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’ll never be able to explain.
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.
I help early-stage consumer brands get clear on who they are, how they show up, and what they’re trying to build — then make sure they do it.
That usually means tightening the story, sharpening the strategy, and building a way of working that actually keeps things moving.
It’s not magic. Just clear thinking, applied fast, with a bias toward action.
Clarity, Action, Results
in that order
The Offer:
One focused session.
We sit down and go through it — positioning, strategy, creative, GTM, retail, investor story.
Whatever’s foggy or stuck. I ask the right questions. So do you. We move fast, and we fix what needs fixing.
By the end of the day, you’ll have clarity, decisions made, and a path forward.
Let’s get it on…