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Wolf & Wilhelmine


A New York based — but nomadic — brand shop. Rumor has it we’re provocative, brave, smart and terribly satisfying to work with.

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Wolf & Wilhelmine


A New York based — but nomadic — brand shop. Rumor has it we’re provocative, brave, smart and terribly satisfying to work with.

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Working With the Wolves


Working With the Wolves


| WHAT WE DO |

 
 

WE ARTICULATE PURPOSE

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Brand goes deeper than communications. Brand is everything you are, all that you do and what you believe in. We articulate and convert that into purpose.

 

 
 

WE GET IN DEEP

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We design and execute empathetic qualitative, rigorous quantitative and expansive culture mapping to understand where and how your brand can play a powerful role in the world.

 
 

WE CATALYZE CHANGE

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Too often, brand strategy keeps itself in the world of theory. From deliverables to workshops, we are restless about creating useful strategy that surrounds and permeates your org.

 

 

| HOW WE DO IT |

 

WE LEAN INTO TENSION

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When investigating the four quadrants, we look for love, pain and where the teeth is in a brand’s universe. Embracing those tensions makes the brand articulation razor-sharp, impossible to ignore.

WE HUNT THE PRIMAL

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At the end of the day, we humans are primal beings. To honor that, we orient our work around what a brand can truly connect with at the soul-level.

 

WE OBSESS OVER IMPACT

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Go big or go home. Our brand strategies give clients the foundation from which to lead their teams powerfully, shift current realities and make impact in the world at large.

 

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Clients & Allies


Clients & Allies


| cLIENTS |

 


| ALLIES |

 

 
 
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Some Work We've Done


Some Work We've Done


AIRBUS

Founded on the principle that Airbus must disrupt itself before someone else does, the aerospace giant has formed a Silicon Valley-based innovation arm. W&W was brought in from the beginning to partner with them as they explore the future of flight while crafting the brand’s foundations, from strategy to name to logo.


MEUNDIES

MeUndies is an LA based underwear start-up... in a world of many underwear start-ups. We worked with the MeUndies team to leverage their killer product's unique product proposition: making matching underwear for guys and girls. From exploring gender, sexuality and individuality, together we crafted brand and engagement strategies that retain their infectious energy but gave it a more provocative and pointed existence in culture.

 


NOLS

NOLS is a wilderness educator with 50 years of teaching leadership and wilderness skills. But as it moves into the future, the brand needed to reinvent how it engages with the world. We worked with them to articulate a new definition of how leadership works today to develop brand foundations and engagement strategies that modernized the organization.


USDS

Since the rescue of healthcare.gov, the Obama Administration aggressively recruited best-in-class digital talent to optimize all aspects of government. This disparate and passionate coalition of  talent needed a common purpose to rally around, so W&W got in there and helped them articulate how our country's best digital talent plays a role in democracy today.


OSCAR

At the start, Oscar Health was a unicorn backed by major VC money with a killer campaign to boot. While it was a startup in an old school industry, Oscar needed to get its brand foundations solidified and give its startup energy, direction and impact. To approach this, W&W created a bespoke process that included qual research, segmentation and messaging — all in only eight weeks.

 

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NIKE

Beginning with an innovation project for the Running team in our first months of operation, W&W has continued to do work across Nike and its categories, from consumer insights to experiential thinking. For example, we defined a new generation for Nike through Tomorrow’s Athlete, we traveled the world to understand and articulate the new world of Men’s Training, we wove together our strategic and experiential capabilities to design the Nike GM Summit experience.


BONOBOS

This quickly accelerating modern menswear brand needed a brand story to match its growth. W&W worked closely with the crew to explore how Bonobos can not only own the modern menswear space, but how it can help define what masculinity means today. After executing a robust market report and qualitative study as a part of building the brand foundations, we designed and moderated a series of internal workshops to ensure that the entire organization could create powerfully against the evolved company vision.


BACARDÍ LTD.

Bacardí Ltd. is a house stocked with iconic spirit brands: Grey Goose, Bombay Sapphire and Bacardí. For each, W&W was tasked with re-setting each to step into more relevant and powerful roles in culture and the world. We started with rigorous investigations that included company DNA immersions, global consumer qual and segmentation and ended with briefings to a global network of creative partners. 


 
W&W is extraordinary, truly, and it comes down to the individuals on the team. So bright, so intuitive, so experienced, such experts, turn them loose on your business and they will transcend every held expectation.
— Dwight Fenton, Chief Creative Officer, Bonobos
 

 

THE PACK

 

 

CULTURE

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Wolf & Vil-hell-MEE-nah


Wolf & Vil-hell-MEE-nah


Wilhelmine was Heidi’s grandmother, a Valkyrie of a woman who kept herself and Heidi’s father alive during WWII in Europe, spoke seven languages, immigrated through Ellis Island penniless, made a life in America and, as an old Frau, did yoga in Chicago in the 1960’s way before anyone knew what a downward dog was. She was a badass. 

But her name is also the name of a modeling agency. Enter Wolf. 

Heidi’s family has, for generations, had a thing for wolves. Her grandfather used to adopt a baby wolf each spring from the Carpathian mountains and lo and behold, Heidi ended up with a hybrid as a pet a few years ago. It’s Heidi’s spirit animal and she’s hopeful that the hipster appropriation of it will end soon.