We help companies grow by mattering more to people
Increasing the value of your business, products and services starts with making them more relevant and appealing.
All we can see is difference
Customers have never had more options. That means it’s more important than ever to stand out from the crowd. Here’s what it takes to get people’s attention, and win their hearts:
Empathy
We have to look beyond segments, leads, and followers. By giving you insight into what matters to the people behind these labels, we help you build something they care about.
Clarity
The best strategy focuses on what makes a difference, and lets you confidently say no to everything else. We help you identify the right people, how to reach them best, and tell your story in the most compelling way.
Imagination
What got you here won’t get you there. We provide a fresh take and creative vision for a more appealing identity and a brighter future.
The proof of the pudding is in the eating
Transforming authority into commercial success
During Canada’s cannabis boom, we supported a cannabis research and testing startup by helping them navigate a highly competitive landscape. Our proprietary research identified a meaningful niche in the market. We then developed a distinct, very human positioning and identity, leveraging their existing academic reputation, and transforming it into a genuine value-add for ambitious manufacturers, eventually leading to their acquisition for over $100M.
Bridging mindsets for global impact
A cleantech company has the potential to significantly slow down climate change. But as a business, they were slowed by the massive cultural divide between their two audiences, both of whom were critical for the model to work. Through stakeholder research, we developed a vision and value proposition that mattered to each of them. That led to more than $11M in early funding, prestigious industry awards, media coverage, and strategic partnerships that allowed them to scale their innovation globally.
Maximizing growth potential
A small technology design team had global ambitions. And when they hit the growth ceiling within their parent company, we developed a new brand identity that enabled them to reach more ambitious customers. Only three years after the brand launch, they were acquired by a leading, global design and engineering firm.
Free your mind, and the rest will follow
Strategic business transformation starts with an open mind and clear sight. We help companies see the forest and the trees. And enable them to confidently make the decisions needed to reach new heights.
Market Positioning
To become more relevant, we help you find your differentiator.
Marketing Strategy
There are a million ways to tell your story; we help you pick the right ones.
Brand Identity
We help you reimagine your identity, so you look and feel the part.
Clients we’ve learned from on the way
Starting from yes is overrated
All progress starts with challenging the status quo. We’ll help you develop a clear vision and an actionable plan to get there. Our approach follows the needs at hand, but is loosely based on three phases. Each phase includes custom research, expert insights, and thought-provoking conversations.
Provoke
Before we can inspire others, we need to clarify what’s working and what isn’t. In this phase, we take a fresh look at obstacles and opportunities, spark new ideas, and challenge the assumptions that are limiting your growth potential.
Envision
We help teams think beyond what’s possible today. In this phase, we work together to create an inspiring vision and clear plan. By using empathy, creativity, and strategic expertise, we’ll make sure your vision rallies your team, and that your strategy is aligned with your goals.
Implement
It’s time to bring things to life. In this phase, we’ll develop an actionable plan and roadmap. We’ll set you and your team up to implement your strategy with confidence, and provide the expert support needed to guide you on your growth journey.
Arndt Klos
Arndt is a brand strategist with over 20 years of experience in brand development, identity design, and strategic communication. Originally from Germany, he’s worked with domestic and global brands, including Nokia, Porsche Design, and Loewe Technology, and has held roles at advertising agencies like Grey Worldwide and Boros. After relocating to Canada, he co-founded brand consultancy Vigilantes in 2012. Arndt brings an in-depth understanding of markets, audiences, and cultural trends, and a natural ability to unite diverse stakeholders around a shared creative vision. Arndt regularly shares his unfiltered insights on LinkedIn, as a teacher, and as a mentor.
Vanessa Richmond
Vanessa Richmond is an identity specialist. For 15 years, she’s helped companies understand who they are, and tell their story. As a writer about culture, her work has been published in dozens of publications including the Huffington Post, CBC, Alternet, Globe and Mail, and Tyee, along with radio, TV, and podcast. Before that, she was a high school English teacher in Canada and the UK, with a degree in education from the University of Cambridge. In her teaching, she focused on critical thinking, and co-coached a student who won the World Public Speaking and Debate Championship. She co-founded Vigilantes in 2012 to focus on brand and identity development. Her experience includes qualitative research and empathetic interviewing, market analysis, positioning, and storytelling.