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Client work / Case study

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Sporesight

Founder / Client
Jess Jorgensen
Engagement
4 months
Project
Day One: Brand and Business Creation

How do you turn a founder’s obsession into a business with no obvious competitors?

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Design by WOB Studio Build by Haley Withers

  1. Sporesight

    01

    The Starting Point

    Jess came to us with deep expertise, a decade of experience across cultural research, insight and futures, and a genuine obsession with fungi.

    What she didn’t want was another low-margin consultancy built around her existing job title.

    Neither did we.

    The opportunity was to build something category-of-one: a business with a strong enough idea that the people around it would feel less like competitors and more like collaborators, partners and clients.
  2. Three Sporesight website screens featuring fungal research and education

    Sporesight

    02

    What We Saw

    The value was not mushrooms as a category. It was what nature, and fungi in particular, could teach us about the future. That opened a much bigger strategic space.

    Instead of competing as another futures consultancy, Sporesight could become something of its own.

    A futures company powered by nature.

    With an external expression that made the attitude unmistakable: A futures company that’s going to un-fuck the world.
  3. Woman speaks into a microphone beside a presentation screen

    Sporesight

    03

    The Big Move

    From futures consultant to category-of-one futures company.

    We built a business around a genuinely original idea, with multiple ways for different audiences to access it. No real discernable competitors, but a lot of potential collaborators.

    The positioning gave Jess cultural authority around the future and how we should think about it.
    She’s spoken at the RCA Design Futures Symposium. The Summit for the Copenhagen Institute. The Psychedelics Design Conference. CRCL Fest Amsterdam.

    The commercial model gave that authority somewhere to go.

04

What We Built

Over four months, we built Sporesight from the idea up.

We developed the positioning, manifesto and ethics-driven brand code, then created a commercial model spanning intelligence, IP, immersive experiences, talks and education.

That included Spore-Tel, field trips and new ways for agencies, clients and institutions to access the business.

We also shaped Jess’s founder positioning, developed naming across the business, defined the marketing direction and wrote the brief for the visual brand world.

Maybe Design Studio then brought that world to life, with us collaborating to make sure the design carried the strategy rather than simply decorating it.

05

What It Unlocked

Sporesight became a business with an ownable position, a clear worldview and far more room to grow.

Jess can now work across agencies, direct clients, education and culture without being boxed into one category or service model.

The worldview creates the pull.

The business model creates the ways in.

“Listen to Jess's reaction to the first share of the new business idea.”

Jess Jorgensen
Listen here

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