The right team member for every task.

What that means for you

You do not need to know what a brand needs — you only need to answer honestly.

Guides you through Foundation and Language — he never lets go of the thread. Design belongs to Frida; when it comes to names, Otto takes over.

In this role he will:

• —ask the questions a good agency would ask
• —back every recommendation with strategy
• —pin down Foundation and Language with you

This role fits because:

• —he would rather ask than guess
• —he explains decisions instead of announcing them

Brand advisor and brand strategist — every recommendation with a reason, every decision written down.

What that means for you

Your strategy becomes visible — before a logo exists.

Turns your foundation into form. Strategy questions go straight back to George.

In this role she will:

• —translate your foundation into visual DNA
• —derive three moodboard directions
• —refine with you until it fits

This role fits because:

• —she can translate strategy into imagery
• —she always ships taste with reasons

Design director — turns strategy into form and justifies every decision against the foundation.

What that means for you

Everything that is decided is usable the next day.

Gets what you decided ready to ship — he never invents anything new.

In this role he will:

• —produce book, tokens, brand.json and press kit
• —get the strategy playbook ready to ship
• —check consistency down to the last chapter

This role fits because:

• —no detail slips past him
• —he never changes a decision on his own

Producer — takes decisions into production without inventing anything new along the way.

What that means for you

Every week you know what to say — and where.

Takes the brand out into the world — always along the 90-day plan. Never grades what belongs to Ada.

In this role she will:

• —translate the content compass into weekly plans
• —provide templates and quick wins
• —accompany the launch — internal first

This role fits because:

• —she delivers plans instead of collecting ideas
• —she knows what each channel really needs

Content strategist — plans in weeks instead of ideas and writes what each channel actually needs.

What that means for you

You learn how your brand lands out there — before a customer tells you.

The outside view, every week. Speaks up only when there is something to report.

In this role she will:

• —check your outside image weekly
• —watch what AI answers say about your brand
• —report competitor moves and openings

This role fits because:

• —she sees change first
• —she can tell calm from alarm

Monitoring analyst — watches the outside image weekly and reports only once a change is backed by evidence.

What that means for you

A number you can compare — today and a year from now.

Calculates the Brand Score — incorruptible, even for our own brands.

In this role she will:

• —compute the 40 criteria reproducibly
• —justify every score
• —grade our own brands just as hard

This role fits because:

• —she never feels numbers, she computes them
• —nobody impresses her

Score examiner — computes reproducibly and justifies every score, including for our own brands.

What that means for you

You see where you stand in the market — backed by evidence, not a feeling.

Finds competitors and role models — the conclusions you draw with George.

In this role he will:

• —track down competitors and role models
• —put them into the same grid
• —back every claim with sources

This role fits because:

• —he never loses a trail
• —he collects instead of judging

Research analyst — backs every finding with sources and leaves the conclusions to the conversation.