When the brief is the problem. Reframe it, then rebuild around the better answer.
For products and platforms whose audience changed while the story stood still. The work starts by interrogating the brief itself — then redesigning the experience around who it's actually for.
Program features
Brief Interrogation
The ask that arrives is rarely the problem worth solving. The first deliverable is the better question.
Audience Strategy
Who this is actually for, what they can actually read, and what they need before they'll engage.
Narrative Translation
Technical complexity reframed through the lives it touches — scenarios, stories, and stakes instead of diagrams.
Experience Redesign
The interface rebuilt around the new frame: interaction, motion, and information design working as one argument.
Feedback Architecture
Structured channels that turn an audience into a signal — comments captured, tagged, and routed to the people who need them.
Relaunch & Measurement
Shipped with the instrumentation to prove the reposition worked — engagement, comprehension, and response.
Impact this program has delivered
Hundreds
Stakeholder responses
Sky for All, worldwide
1
White paper to Congress
Built from the public's input
2,000+
Members coordinated
AAM working groups platform
0
Briefs taken at face value
The ask was a file viewer. The answer was a platform.
Sound familiar?
If any of these describe where things stand, this program is built for the moment you're in.
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The audience changed. The story didn't.
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The product is technically right and emotionally invisible.
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Specialists built it, and only specialists can read it.
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Engagement numbers are flat and nobody can say why.
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The brief asks for a feature when the problem is the frame.
Inside the program
How it works
Reposition starts before the design does. The existing brief, audience data, and product get interrogated together — the deliverable from that phase is a reframed problem statement everyone signs. Then the redesign runs against the new frame: narrative first, experience second, interface last.
The proof case: NASA asked for a proprietary engineering model published online. What shipped was Sky for All — the model translated into scenarios the public could read, respond to, and shape. The ask was a file viewer. The answer was a platform.