Evidence before claims
Work & research.
Documented studies, useful advertising research and the evidence behind both.
No invented clients. No unsupported outcomes.
Concept studies
Four methods, shown honestly.
These expand the four ideas on the homepage. Each is a self-initiated demonstration—not client work—and claims no business outcome.
The one-line brand
A positioning reduction study: cut a crowded value proposition until one useful sentence remains.
Concept demonstration · not client workThe redacted brief
A claim-screening study: remove what cannot be supported and build from the strongest surviving truth.
Concept demonstration · not client workSignal over noise
A channel-role study: give each part of a media plan one communication job and one way to learn.
Concept demonstration · not client workThe five-second homepage
A message-hierarchy study: make the offer, audience and next step survive a quick first glance.
Concept demonstration · not client workWinnipeg Homepage Clarity Index.
A first-view audit asks whether prominent local homepages quickly explain what they do, who they serve, where they operate, what to do next and why to trust them.
Read the researchshowed strong, specific proof in the captured first view—the weakest of the five clarity dimensions.
Publication standard
What every future page must show.
01
Context
The business situation, audience and problem—without confidential detail that has not been cleared.
02
Work
What IN SHORT was responsible for and which decisions or deliverables were outside the scope.
03
Evidence
Verified outputs or outcomes, their source and the period they describe.
04
Limits
What the available evidence cannot prove, including attribution and external factors.
Research standard
Method before headline.
Every research page is designed to include:
- A clearly stated question and publication date.
- Source list, inclusion rules and collection period.
- Scoring or analysis method in enough detail to review.
- Findings separated from interpretation.
- Corrections and limitations recorded on the page.
Explore services
Start a conversation
Have a brief worth documenting?.
Start with the business problem. If the work later supports a public case study, evidence and permission will still come first.