Brand Strategy & Positioning

Our approach to brand strategy was forged in the studios of Nike and Lippincott—not in theory, but in practice. We’ve worked inside some of the most sophisticated brand ecosystems in the world, and we’ve built our own strategic process to be just as rigorous, creative, and catalytic.

We start by listening. Through stakeholder workshops, executive interviews, and cross-functional alignment sessions, we surface the values, goals, and internal tensions that define your organization. From there, we craft a brand platform that connects your purpose to your audiences—and your people to one another. That includes mission, vision, values, messaging frameworks, and market positioning that become the strategic spine of your brand.

We also guide organizations through brand architecture, naming systems, and internal brand alignment. Whether you’re scaling up, pivoting, or starting fresh, we help you make strategic decisions with clarity and confidence.

Organizational Change Strategy

We’ve seen what real change takes. Not from a whiteboard—but from inside global organizations and community-based teams alike. We help leaders make change stick by anchoring strategy in stakeholder insight, cultural truth, and clear communication.

From restructuring and mergers to mission shifts and internal rollouts, we partner with clients to build strategies people can believe in. We lead discovery sessions to understand resistance and readiness, design internal campaigns that inform and inspire, and craft messaging that brings teams along without losing momentum.

We also support cultural transformation through employee engagement, leadership alignment, and brand transition strategies. This work ensures that change doesn’t just land—it lifts.

Naming & Architecture

A name is often the first—and sometimes the only—thing people remember. We take naming seriously, bringing together creative exploration, legal rigor, and linguistic testing to ensure names are not only meaningful, but sustainable.

We develop names for brands, products, services, programs, and internal initiatives. Our process includes stakeholder interviews, competitive audits, URL strategy, tone mapping, and preliminary trademark reviews. Beyond the name itself, we design verbal architecture systems: hierarchies, naming conventions, and tone-of-voice standards that help your audiences—and your teams—navigate your ecosystem clearly.

Whether you’re launching something new or restructuring what you already have, we help ensure your brand speaks with one voice.

Brand & Identity Design

Watson was founded by a brand designer—and that DNA lives in everything we do. We create identity systems that are expressive, functional, and built to scale. Our work spans logos, wordmarks, responsive lockups, adaptive visual systems, and comprehensive brand guidelines.

Identity isn’t just about how a brand looks. It’s about how it works. We build cohesive visual systems across typography, color, iconography, photography, and motion. We also develop high-impact assets like pitch decks, signage, digital templates, and business systems that bring the brand to life in real environments.

And because great brands are lived as much as they’re seen, we support rollout planning, training, and creative direction for key internal and external applications.

Audience 360 & Trend Insights

You can’t design for people you don’t understand. Our Audience 360 approach brings together quantitative research, qualitative interviews, trend tracking, and cultural scanning to give brands a holistic view of who their audiences are—and where they’re headed.

We run surveys, focus groups, user testing, ethnographic research, and stakeholder interviews to uncover both stated and unstated behaviors. We pair this with secondary research, persona development, journey mapping, and trend forecasting to ensure your brand isn’t just responsive—it’s relevant.

These insights drive everything from campaign planning to content strategy to product development. When you know what matters to your audience, you can make smarter decisions at every level.

Competitive & Market Research

Knowing your competition is essential—but knowing your whitespace is transformational. We go beyond the obvious comparisons to audit indirect peers, cultural influencers, and adjacent categories that may be shaping your audience’s expectations.

We conduct competitive audits, category scans, and message mapping across visual, verbal, and experiential brand elements. We benchmark marketing channel performance, SEO/SEM, UX, and audience engagement. We then map opportunities, gaps, and differentiation zones to help you position your brand with precision and creativity.

Whether you’re preparing for a launch, repositioning, or simply reassessing your landscape, our market research gives you the clarity to lead, not follow.

UX & Digital Strategy

Great digital experiences are born from strategic clarity. We’ve shared our UX philosophy with teams at Adobe and beyond—because we believe strategy, behavior, and interface must work in harmony.

Our UX & Digital Strategy services include user research, information architecture, journey mapping, wireframes, prototypes, and platform planning. We combine quantitative data and behavioral insight to build interfaces that meet users where they are—and guide them where they need to go.

We support full platform strategy across content, CMS, device behavior, and user flows. Whether it’s a site redesign or a multichannel experience overhaul, we help you build digital ecosystems that are both beautiful and usable.

Channel & Performance Analytics

If you can’t measure it, you can’t manage it. We help brands define the right KPIs, design performance dashboards, and build optimization plans that turn insights into action.

Our strategy work spans media mapping (owned, earned, paid, shared), platform planning by audience and objective, and campaign performance modeling. We build custom frameworks for awareness, engagement, conversion, and retention—and we align all of it with your brand and business goals.

From A/B testing to attribution strategy, we help you understand what’s working, what’s not, and what to do next. Because when creative meets data, marketing becomes momentum.

Content & Campaign Strategy

Narrative matters. We design content systems that grow over time—rooted in strategic clarity, brand voice, and campaign rhythm. Our strategies guide how brands communicate across touchpoints, teams, and time.

We map content ecosystems across funnel stages and platforms, define publishing cadences and governance models, and orchestrate campaigns that connect message, moment, and medium. We also shape tone-of-voice systems, messaging frameworks, and content arcs that ensure your brand sounds like itself—consistently and compellingly.

Whether you're launching, scaling, or shifting, we help ensure every piece of content is pulling in the same direction.