Obsessed
with Humanity

Target saw a growing need to reach urban shoppers without the footprint of a traditional big-box store. We partnered with their leadership to design a smaller, city-focused format built around people's real shopping behaviors. By translating these insights into clear decisions on layout, assortment, and merchandising, we helped the team keep the experience unmistakably Target, even at a reduced scale.

The Result: A national small-format strategy that opened up new neighborhoods, attracted younger and more frequent shoppers, and expanded Target's overall reach.

As Dunkin' moved into the fast-growing Cold Brew segment, the brand needed to differentiate Cold Brew from iced coffee and support its shift toward beverage-led growth. We decoded the cues consumers associated with Cold Brew and translated them into a launch plan spanning product, positioning, and distinctive in-store touchpoints, all anchored by a simple, equity-building name: Dunkin' Cold Brew.

The Result: One of the company's most significant beverage launches, strengthening its authority in cold coffee, attracting higher-value younger customers, and accelerating brand growth.

When the Post-it® Plus app was underperforming, 3M knew they needed an innovation blueprint that went beyond incremental tweaks. We mapped how people capture, organize, and share ideas, and we uncovered where analog workflows break down in digital collaboration. These insights helped us reposition the app from a simple scan-and-save tool to a more complete capture-cluster-share system designed for speed and clarity.

The Result: A relaunched Post-it® App with strong install momentum and ratings, elevating the brand from a beloved analog staple to a relevant player in today's digital productivity ecosystem.

To build excitement around its new non-dairy ice cream, Oatly needed an experience that matched the brand's playful energy. We transformed traditional sampling into a joyful, high-engagement ice cream truck tour, designed with nostalgia and personality. Our custom truck and ambassador team met fans at campuses, festivals, and partner cafés, offering first-taste scoops that created authentic buzz.

The Result: A standout launch moment that strengthened the brand's distinctive voice, drove measurable traffic, helped secure national distribution, and powered ongoing retail relevance.

Facing recurring shopper undersupply and rising incentive spend, Instacart needed a more efficient way to activate shoppers during unpredictable swings in customer demand. We uncovered the motivations and decision drivers shaping gig workers' behaviors, and we translated these insights into a cash-forward, tiered system that rewards availability, acceptance, and reliability, boosting shopper engagement while optimizing incentive spend.

The Result: A stronger fulfillment engine that helped enable the company's double-digit gains across order volume, gross transaction value, and revenue in the years that followed.

Even with strong clinical performance, many eligible patients hesitated to pursue Inspire's sleep apnea solution due to fears, misconceptions, and a complex decision path. We developed a growth strategy rooted in behavioral and emotional readiness. This included identifying high-potential segments, clarifying the patient and provider journey, and reframing Inspire as a proven, physician-backed treatment that restores control, dignity, and quality of life.

The Result: A unified strategy, supported by expanded access and reimbursements, that helped drive revenue from roughly $100MM to $800MM in four years (about 68% CAGR).