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About Us

An agency that can guarantee sales performance.

Combining strategy and design expertise with consumer testing at multiple points throughout our process, we create brands that win customers, not just awards.

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Our Story

We've helped over 200 brands increase over $20 billion in incremental sales.

branding story
96% of products fail, but with our uniquely integrated methodology our clients are the 4%.

Grounded in consumer data, backed by proven frameworks, and guided by experience and award-winning talent, our brand development process consistently delivers high-performance consumer brands, reduces risk, and removes subjective decision-making.

It’s this Design - Test - Refine process that’s attracted some of the world’s biggest brands. Because they know the smart money’s on making sure it sells before it hits shelves.

Leadership Team

The best of big and small. Our leadership team unites VP-level expertise from the world's largest CPG companies, including Kraft, PepsiCo, and Unilever, with the innovation and agility of successful globally distributed CPG founders with several successful exits.

Partner / Strategy
Christy Lebor
Partner / Accounts
Kevin Smith
Partner / Testing
Michael Keplinger
Partner / COO
Jeana Abboud
Meeting: 2024-03-12

Our DNA

These guiding principles shape our identity and drive success for our clients.

We are action-driven.

We take ownership of our work, approaching all initiatives with a solution-focused, data-driven approach.

We are agile experts.

We are knowledgeable and confident in our abilities, and we value diverse perspectives, data, and agility.

We are curious.

We maintain a curious mindset and continuously explore new ways to create impactful work.

We believe in fellowship.

We value the power of community, camaraderie, and collaboration.

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Company Culture

We strive to create a culture that empowers passionate and independent thinkers who value creativity, innovation, and experimentation. Our commitment to performance excellence is evident in everything we do, from the brands we develop to the relationships we build with our clients.

branding strategy
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We’re not your typical CPG design agency.

What makes us different makes us better.

We believe that brand development is an art & a science that can be optimized using consumer data and de-risked with the same iterative testing methodologies and frameworks that the big Fortune 500 CPGs employ to win at retail.

Our Partners

All sizes, all CPG, all smart.