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BRAVE MEETS BRAVE


We’re Wolf & Wilhelmine, a brand strategy consultancy that makes shift happen.

We go wherever problems or frontiers call us, and explore, solve, push until we get to the solution you need.

We do our best work with ambitious companies, small and large, who want to make the bold moves that transform organizations, shape industries and push the world forward.

SCROLL DOWN

BRAVE MEETS BRAVE


We’re Wolf & Wilhelmine, a brand strategy consultancy that makes shift happen.

We go wherever problems or frontiers call us, and explore, solve, push until we get to the solution you need.

We do our best work with ambitious companies, small and large, who want to make the bold moves that transform organizations, shape industries and push the world forward.

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Working with the wolves


Markets change, culture shifts, differentiation is lost — all in the blink of an eye. To keep up, every organization must have a deep-in-your-bones understanding of what is right and wrong for your brand so you can achieve your business goals, make the hard calls, inspire external audiences, rally your internal teams and lead the way forward.

Working with the wolves


Markets change, culture shifts, differentiation is lost — all in the blink of an eye. To keep up, every organization must have a deep-in-your-bones understanding of what is right and wrong for your brand so you can achieve your business goals, make the hard calls, inspire external audiences, rally your internal teams and lead the way forward.

WE CALL THIS BRAND INSTINCT

AND HERE ARE THE TOOLS AND CAPABILITIES WE USE TO BUILD YOUR INSTINCT AND YOUR BRAND:


| KNOW |


Know your customers and the world like the back of your hand

Consumer Research & Insights

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Focus groups suck. We get deeper because our research is ethnographic, co-creative and built with usability in mind.

Culture Mapping & Opportunities

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Culture is tricky. It moves, grooves and is full of not only tensions, but pitfalls. Our research identifies unique opportunity spaces for your brand to play, not get played.

Offsites, Experiences & Moderation

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The first step of knowing is learning. We craft immersive, human experiences that educate, shift thinking and rally internal teams.


| BE |


Own who you are and why you exist in the world

Brand Strategy & Positioning

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We build both B2C and B2B brands that resonate with people, the market and culture at large, by building out from a purpose (a.k.a. your “why”). Your brand purpose is your reason to exist and how you uniquely deliver on it is one of your most powerful business tools. From there, we create everything needed to bring it to life: mission statements, brand architecture, messaging, brand books and visual identity.

Startup Strategy & Sprints

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From a seed of an idea or a need to scale, we know how to build just what you need to achieve your ambitions. Using a workshop approach, we can get you where you need to go -- fast! 

 

 


|ACT|


Make moves and bring your purpose to life

Engagement & Go-To-Market Strategy

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We bridge the gap between your brand, the market and the world by crafting strategies, messaging and marketing plans to engage your audiences and resonate with culture.

Internal Strategy Activation

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A more human way of saying “org change.” We help you activate your purpose and brand internally through process and culture, so that your teams are aligned, equipped and supported.

Creative Stewardship

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The creative process is… messy. Leveraging our premium network of creative best in breed partners  we handpick the right ones for the job, manage the process and ensure your creative is impactful and strategic.

 

CLIENTS & CASE STUDIES


This isn’t theory. Here are the shifts we have created for our clients.. Take your click.

 HURLEY We conducted ethnographic research to generate the deep consumer insights necessary to reframe the target consumer to do right by surf culture, while bridging the gap between Hurley and Nike so that the acquisition by the sports giant supercharged both.

HURLEY
We conducted ethnographic research to generate the deep consumer insights necessary to reframe the target consumer to do right by surf culture, while bridging the gap between Hurley and Nike so that the acquisition by the sports giant supercharged both.

 BONOBOS By matching the Bonobos’ DNA to a cultural opportunity around the evolution of masculinity, we built a brand to help catalyze the scale out of their business. Two years later, Bonobos was acquired for $310MM by Walmart.

BONOBOS
By matching the Bonobos’ DNA to a cultural opportunity around the evolution of masculinity, we built a brand to help catalyze the scale out of their business. Two years later, Bonobos was acquired for $310MM by Walmart.

 OSCAR Our strategy helped drive Oscar’s differentiation and consumer engagement in the crowding, confusing healthcare space. With an agile and bespoke process, we went from problem to creative brief with speed.   

OSCAR
Our strategy helped drive Oscar’s differentiation and consumer engagement in the crowding, confusing healthcare space. With an agile and bespoke process, we went from problem to creative brief with speed.

 

 GOOGLE Embedded within Google’s mobility-focused innovation group, we worked side-by-side with engineers to bake brand strategy into products from the beginning: from ideas to prototypes to market.

GOOGLE
Embedded within Google’s mobility-focused innovation group, we worked side-by-side with engineers to bake brand strategy into products from the beginning: from ideas to prototypes to market.

 HARRY’S Back in 2014, Harry’s had a strong culture and product, but needed it articulated as proper brand strategy to fuel its imminent growth. We embedded with them to develop their target profile, brand story, positioning and architecture.

HARRY’S
Back in 2014, Harry’s had a strong culture and product, but needed it articulated as proper brand strategy to fuel its imminent growth. We embedded with them to develop their target profile, brand story, positioning and architecture.

 REFORMATION We boosted the growth trajectory for this cult sustainable fashion startup by articulating a brand strategy that allowed the brand to live beyond its founder and then workshopping these tools to instill brand instinct across the org — allowing the business to scale as sustainably as its clothes.

REFORMATION
We boosted the growth trajectory for this cult sustainable fashion startup by articulating a brand strategy that allowed the brand to live beyond its founder and then workshopping these tools to instill brand instinct across the org — allowing the business to scale as sustainably as its clothes.

 MEUNDIES Standing out takes more than a splashy look — or does it? We differentiated MeUndies, a DTC underwear startup by starting with their infectious, genderless prints but positioning it in a resonant cultural space. All brought to life via brand and engagement strategies centered on community building.

MEUNDIES
Standing out takes more than a splashy look — or does it? We differentiated MeUndies, a DTC underwear startup by starting with their infectious, genderless prints but positioning it in a resonant cultural space. All brought to life via brand and engagement strategies centered on community building.

 CARS.COM The original online car marketplace, Cars.com was stuck in the classifieds. We transformed their brand into a cultural shapeshifter that builds emotional connections among dealers and buyers — arming them with the strategic tools to revamp their visual identity, B2B strategy, B2C advertising, internal culture and user experience.

CARS.COM
The original online car marketplace, Cars.com was stuck in the classifieds. We transformed their brand into a cultural shapeshifter that builds emotional connections among dealers and buyers — arming them with the strategic tools to revamp their visual identity, B2B strategy, B2C advertising, internal culture and user experience.

 NOLS The original wilderness leadership school, 50 years of passion took NOLS global, but also created sprawl. Our brand strategy revitalized how NOLS engaged with the world, while powering an internal restructure, portfolio strategy, evolved visual identity and website optimized for a new generation.

NOLS
The original wilderness leadership school, 50 years of passion took NOLS global, but also created sprawl. Our brand strategy revitalized how NOLS engaged with the world, while powering an internal restructure, portfolio strategy, evolved visual identity and website optimized for a new generation.

 NIKE For the past five years, we’ve partnered with teams across the organization. From global consumer insights for the Men’s Training team to city strategy for the New York team. From innovation strategy with the Running team to designing and executing global offsites. 

NIKE
For the past five years, we’ve partnered with teams across the organization. From global consumer insights for the Men’s Training team to city strategy for the New York team. From innovation strategy with the Running team to designing and executing global offsites. 

 BACARDI With a 150-year heritage, Bacardi dominated rum, but struggled with how its brand and rum fit into culture at large. We modernized this legacy brand by reclaiming its soul through a global brand purpose that energized internal audiences and invited a new generation to move to Bacardi’s beat. 

BACARDI
With a 150-year heritage, Bacardi dominated rum, but struggled with how its brand and rum fit into culture at large. We modernized this legacy brand by reclaiming its soul through a global brand purpose that energized internal audiences and invited a new generation to move to Bacardi’s beat. 

 JORDAN We traveled to ten cities around the globe to immerse in the lives of basketball culture’s next generation of game-changers. Facilitating a series of co-creative workshops with brand, product and marketplace teams, we turned insight into a future-facing organizational strategy to push the brand to fly higher

JORDAN
We traveled to ten cities around the globe to immerse in the lives of basketball culture’s next generation of game-changers. Facilitating a series of co-creative workshops with brand, product and marketplace teams, we turned insight into a future-facing organizational strategy to push the brand to fly higher

 HER In only three weeks, we reset Her by identifying a rich emotional territory to own that reconciled its rapid global expansion with its ambition to create a safe space for queer womxn. Our strategy repositioned HER from a niche dating app to an expansive platform for content and connection.

HER
In only three weeks, we reset Her by identifying a rich emotional territory to own that reconciled its rapid global expansion with its ambition to create a safe space for queer womxn. Our strategy repositioned HER from a niche dating app to an expansive platform for content and connection.

 REFORMATION We boosted the growth trajectory for this cult sustainable fashion startup by articulating a brand strategy that allowed the brand to live beyond its founder and then workshopping these tools to instill brand instinct across the org — allowing the business to scale as sustainably as its clothes.

REFORMATION
We boosted the growth trajectory for this cult sustainable fashion startup by articulating a brand strategy that allowed the brand to live beyond its founder and then workshopping these tools to instill brand instinct across the org — allowing the business to scale as sustainably as its clothes.

 CZI As a pioneering philanthropy, we work with the Chan Zuckerberg Initiative to define their “why” and put it into action. From brand strategy that embeds their “why” into their operations to avant-garde consumer and cultural research, we equip CZI with strategic tools and insights to powerfully work toward a future for everyone.

CZI
As a pioneering philanthropy, we work with the Chan Zuckerberg Initiative to define their “why” and put it into action. From brand strategy that embeds their “why” into their operations to avant-garde consumer and cultural research, we equip CZI with strategic tools and insights to powerfully work toward a future for everyone.

 WEALTHSIMPLE We flexed our workshop skills to quickly get this Canadian robo-investing up-and-comer in strategic shape to take on the US market. We equipped their teams with a sharp audience definition, brand strategy and creative guidelines to help grow the business to $2 billion under management.

WEALTHSIMPLE
We flexed our workshop skills to quickly get this Canadian robo-investing up-and-comer in strategic shape to take on the US market. We equipped their teams with a sharp audience definition, brand strategy and creative guidelines to help grow the business to $2 billion under management.


TESTIMONIALS

 

OUR COLLECTIVE: ALLIES & PARTNERS

 

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TEAM


We craft powerful brands that resonate because of who is within our walls. Our Wolf Pack consists of smart, bright, and unexpected constellation of talents. Each of us brings unique expertise, and as a collective, we are outsiders brave enough to pursue, through our own lives and the work that we do, a vision of what the future can be.

TEAM


We craft powerful brands that resonate because of who is within our walls. Our Wolf Pack consists of smart, bright, and unexpected constellation of talents. Each of us brings unique expertise, and as a collective, we are outsiders brave enough to pursue, through our own lives and the work that we do, a vision of what the future can be.

LEADERSHIP TEAM


THE PACK

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PACK VIBES


PACK VIBES


 

 

Pack vibes

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Wolf & Vil-hell-MEE-nah


Wolf & Vil-hell-MEE-nah


behind the name

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. 

 

HEIDI HACKEMER
Founder & Chairwoman