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Part I: A critical friend

Sometimes you need somebody with a bit of distance

to see problems more clearly.

We act as critical friends to founders and leaders. Friends with a sense of shared success and aligned thinking. Friends to ask hard questions. Big, small and outrageous.

This approach has a big impact: A shift in your thinking. Sharper articulation. Clearer decisions. The foundations of a better brand and product. Often even a better company.

Part II: A people-sized problem

Design is a business function: To be more memorable, drive product adoption, push for lower churn, attract new audiences. Ultimately, design is about people, how we make them feel, and why they remember us.

We work with our clients and pour this thinking into the format unique to their challenge. From entire brand systems to the primary CTA in their onboarding journey. From go-to- market to the exact shade of pink.

Part III: Now, and then

We won’t lie to you: This is intense work. It requires time and trust. So we only work with few clients at once to exert full focus. Every project is led by one of our founders, every client is important enough to get our best.

We collaborate deeply, across teams and organisations. Together we build systems to outlast our initial engagement, ready to come back when a critical friend is needed again.

More Yum with Less Fluff.