Work
Across independent studies, founder-built businesses, client work, and original projects, the same discipline applies: find the central idea, then carry it through language, identity, experience, and execution.
Selected Work
Five projects showing how positioning can govern everything that follows—from the words on the page to the experience around them.
Project status: FOUNDER-BUILT AND OPERATED
A poison ivy removal business, built from the proposition and pricing through acquisition, operations, and the work itself.
Every plant is removed by hand, including runners, roots, and mature vines. Ultraviolet inspection finds growth that’s easy to miss in ordinary light.
Capabilities: BUSINESS DESIGN · BRAND STRATEGY · SERVICE DESIGN · OPERATIONS
Before — overgrown
After — cleared
Project status: INDEPENDENT STUDY
A new digital identity for a beloved pond-side bar—useful, culturally specific, and confident enough to be funny without turning the place into a joke.
Capabilities: VERBAL IDENTITY · HOSPITALITY STRATEGY · DIGITAL EXPERIENCE · CREATIVE DIRECTION
Project status: CLIENT WORK
A calm, credible digital presence for a clinical psychology practice.
Capabilities: POSITIONING · CONTENT STRATEGY · DIGITAL EXPERIENCE
Project status: INDEPENDENT STUDY · IN PROGRESS
A restrained digital concept for a classic New England club, positioning golf as the anchor of everything else the club is.
A self-initiated exploration of positioning, design and digital experience, presented under a concept name. Not commissioned or endorsed by the organization studied.
Capabilities: POSITIONING · DIGITAL EXPERIENCE · EDITORIAL DESIGN · PRODUCT THINKING
Project status: INDEPENDENT STUDY · IN PROGRESS
Reframing a tennis-led club around the relationships that deepen over years, and the families that come with them.
A self-initiated exploration of positioning, design and digital experience, presented under a concept name. Not commissioned or endorsed by the organization studied.
Capabilities: RESEARCH · POSITIONING · INFORMATION ARCHITECTURE · DIGITAL EXPERIENCE
The Wider Practice
Some ideas require a website. Others become a business, a film, a song, or an entire fictional world.
Project status: INDEPENDENT BRAND FILM
A marketing trailer for an AI-powered autonomous vehicle logistics company, made for a neighbor who didn’t ask for it and loved it anyway. Unpaid and noncommissioned.
Capabilities: CONCEPT · FILM · EDITING
Project status: ORIGINAL PROJECT
A fuel startup didn't need a country persona with a film catalog. Gas Daddy got one anyway.
A grocery store cashier recognized the songs, not the fuel business. They were playing them at the high school.
Capabilities: NAMING · BRAND CREATION · FILM · MUSIC · CAMPAIGN DIRECTION
The Gas Daddy cinematic universe
Thirteen films. Zero budget. One cowboy with a gas can.
The reviews are in
“The most important petroleum-based art of our generation.”
“Aggressively mid.”
“1 out of 5 stars… but possibly the key to lasting world peace.”
“Dolly Parton has expressed interest in a collaboration.”
Project status: ORIGINAL PROJECT
Korea has K-pop. Cape Cod has this.
A three-year-old tried to say “K-pop Demon Hunters.” It came out “Cape Cod Demon Hunters.” Ten tracks later, the idea keeps growing.
Capabilities: WORLDBUILDING · WRITING · MUSIC · VISUAL DIRECTION
SVENSSK works across disciplines because organizations do not experience their positioning, language, technology, and design as separate problems. The value lies in making them reinforce the same idea.