Direction Study

Three weeks. A written position on where a brand, space, or system should go — before anything is built.

The Premise

Most projects fail in the first decision, not the last. The direction is set in a meeting, half-argued, and everything after that is execution against a premise nobody tested.

A Direction Study is that decision made properly. The problem named as it actually is. The options narrowed to the ones that survive. One direction argued for in writing, with the reasoning exposed so it can be tested rather than trusted.

What you receive

A written position
The problem as it actually is — not as briefed.
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Two or three viable directions
What each one costs, and what each one forecloses.
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One recommendation, argued
With the reasoning visible, so you can disagree with it precisely.
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Visual and material direction
Where the decision is physical — space, object, or product.
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A scope outline for what follows
If it follows.

How it runs

Week 1 — Immersion
Existing material, market, competitors, constraints. What has already been decided, and what only appears to have been.
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Week 2 — Divergence
Directions built out far enough to be judged rather than described.
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Week 3 — Position
Written, presented, handed over.
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Fee

¥500,000 fixed.
Credited in full against a subsequent engagement.

Fit

This is for you if
You have two or more directions and can't yet choose between them.
You're moving between Japan and Southeast Asia in either direction.
Something is running and isn't wrong, but isn't right.
You need a position you can take to a board.
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This isn't for you if
The direction is already set and you need execution — start with a scoped engagement instead.

Most engagements begin here.

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