Capability matrix
Disciplines
Six disciplines on the bench — each with cadence, deliverables and an assigned lead role. Method only; no commercial figures on this page.
| Discipline | Cadence | Deliverables | Lead |
|---|---|---|---|
| Positioning framework and audience mapping | Fortnightly | Audience map, positioning draft, review notes | Strategy lead |
| Message hierarchy and narrative arc | Weekly | Hierarchy matrix, narrative arc, tone sheet | Narrative lead |
| Brand system, guidelines and asset library | Monthly | Guidelines v1, asset library structure, usage rules | Brand lead |
| Campaign architecture and channel roles | Per gate | Channel map, sequencing doc, role definitions | Architecture lead |
| Content production and editorial calendar | Weekly | Calendar, production briefs, review pack | Production lead |
| Advisory and handover to in-house teams | Standing | Handover pack, office hours, advisory notes | Advisory lead |
Positioning framework and audience mapping
Positioning framework and audience mapping start from brief intake and stakeholder interviews. We analyse the competitive landscape without inventing metrics. Outputs include an audience map and a positioning draft your team can defend in internal meetings. Review cadence is fortnightly until the framework is signed off. The assigned lead runs working sessions and documents decisions on the bench. Cross-check before release is mandatory — no stage ships without a named reviewer on your side.
Message hierarchy and narrative arc
Message hierarchy and narrative arc translate positioning into language your channels can use. We build a hierarchy matrix, proof-point map and tone sheet. Narrative arc spans hero message, supporting lines and channel variants. Weekly working sessions keep copy aligned with the production schedule. The narrative lead reads drafts aloud in review. Deliverables are editable documents — a system that does not rely on memory.
Brand system, guidelines and asset library
Brand system work covers visual and verbal identity in one library. Guidelines define logo use, colour roles, typography and layout grids. The asset library is organised for in-house teams to extend without breaking coherence. Monthly reviews align new assets with the campaign architecture. The brand lead maintains version control and issues change logs.
Campaign architecture and channel roles
Campaign architecture assigns channel roles and sequencing across the rollout. We document which message lands where, in what order, and at what frequency. Gate-based cadence matches campaign phases — launch, sustain, refresh. The architecture lead coordinates with production so the editorial calendar reflects real capacity.
Content production and editorial calendar
Content production runs to a declared editorial calendar. Production briefs specify format, owner and review date. Weekly review packs summarise status and blockers. The production lead tracks deliverables per stage and escalates when gates slip. Handover includes a calendar your team can run without the workshop in every meeting.
Advisory and handover to in-house teams
Advisory and handover close the track with a pack your team owns: guidelines, calendars, asset library access and open questions log. Standing office hours on T-06 cover post-handover review cadence. The advisory lead documents decisions so institutional knowledge stays on your side of the bench.
Disciplines combine into tracks on the rail. See work tracks or open a track.