Strategic direction
We define the position, audience and central idea that can hold the whole story together.
Research · Positioning · MessagingA deliberate interruption
Ideas with
a pulse.
W B Schaft creates strategy, identity and campaigns for businesses that prefer a distinct point of view to familiar marketing noise.
Enter the practice ↘Green room / black box / open brief
We are interested in the moment when a business stops sounding like a category and starts sounding like itself.
Act II — The work
Our practice
Three disciplines.
Three disciplines.
One strange, useful whole.
Identity systems
We translate the point of view into a flexible visual and verbal language with enough character to be remembered.
Art direction · Voice · ToolkitsCampaign & digital
We turn the system into focused launches, responsive websites and content that earns its space.
Concepts · Web · ContentNot louder.More specific.
A working principle by W B Schaft
Presented in three acts
Presented in three acts
Act III — The method
Direction before decoration.
Our process is compact enough to keep the original thought intact and open enough to improve it together.
- 01Observe
Read the context, listen for tension, identify what others overlook.
- 02Frame
Choose the most useful interpretation and give it a precise form.
- 03Compose
Build the system across message, image, interface and movement.
- 04Release
Put the work into the world, then refine what the world reveals.
Final act
Bring us
Bring us
the unfinished
thought.
Tell us what is changing, launching or refusing to become clear.