Our services

We help companies and organisations evolve through the translation of human needs into tangible change.
Explore our services below to learn more.

Insights for innovation

Discover the patterns for growth

Discover the patterns for growth

There are patterns and movements to be found within all types of human behavior. If we can see and distil these signs, they will help us to understand what truly motivates and moves people. Alongside accessible data and existing knowledge, human insights help us to develop products, services, and experiences that address both current and future needs of markets and customers.


There are patterns and movements to be found within all types of human behavior. If we can see and distil these signs, they will help us to understand what truly motivates and moves people. Alongside accessible data and existing knowledge, human insights help us to develop products, services, and experiences that address both current and future needs of markets and customers.

At Will & Agency, we specialise in the anthropological and

There are patterns and movements to be found within all types of human behavior. If we can see and distil these signs, they will help us to understand what truly motivates and moves people. Alongside accessible data and existing knowledge, human insights help us to develop products, services, and experiences that address both current and future needs of markets and customers.

At Will & Agency, we specialise in the

There are patterns and movements to be found within all types of human behavior. If we can see and distil these signs, they will help us to understand what truly motivates and moves people. Alongside accessible data and existing knowledge, human insights help us to develop products, services, and experiences that address both current and future needs of markets and customers.

At Will & Agency, we specialise in the anthropological and ethnographic research methods that provide our

Will & Agency have extensive experience with anthropological and ethnographic research methods and provide our customers with insights for innovation through a deep understanding of human behaviour, needs and context. We combine established research methods with digital technologies and platforms to provide the best possible insights into a given market, group or challenge. Discover new ways of knowing with our approach to design anthropology.

ethnographic research methods that provide our customers with insights for innovation through a deep understanding of human behaviour, needs, and context. We combine established research methods with new technologies and platforms to provide the best possible insights into a given market, group, or challenge. Discover new ways of knowing with our approach to design anthropology.

anthropological and ethnographic research methods that provide our customers with insights for innovation through a deep understanding of human behaviour, needs, and context. We combine established research methods with new technologies and platforms to provide the best possible insights into a given market, group, or challenge. Discover new ways of knowing with our approach to design anthropology.

customers with insights for innovation through a deep understanding of human behaviour, needs, and context. We combine established research methods with new technologies and platforms to provide the best possible insights into a given market, group, or challenge. Discover new ways of knowing with our approach to design anthropology.

Journey mapping

Understand how and where you can make a difference for people

Understand how and where you can make a difference for people

People move in mysterious ways. The best way to ensure that your organisation meets existing and potential customer demands is to map and describe their journey and points of contact over time. But to fully understand, you need to move beyond the factual interaction and understand the human motivation behind the movement.

People move in mysterious ways. The best way to ensure that your organisation meets existing and potential customers demand to map and describe their journey and points of contact over time. To fully understand, you need to move beyond the interaction and understand the human motivation behind the movement.

Through observation, interviews, and mobile ethnography,

Through observation, interviews and applied ethnography, Will & Agency will map the actions, needs and demands of people relevant to your business. We will provide you with an overview and understanding of what people relevant to your business think, feel, and do – and help you manage potential gaps and design the best course of action.

Will & Agency can map the actions, needs, and demands of people relevant to your business. We will provide you with, not only an overview of what they think, feel, and do – but also help you to map potential gaps and design the best course of action.

Brand strategy and platforms

Set a new direction with a human-centred brand strategy

Set a new direction with a human-centred brand strategy

In the process of change, it is important to ensure that everyone is moving in the same direction. By developing your brand platform with a deep understanding of what motivates people on both sides of your organisation, you will be able to create strong relations between your organisation and your customers.

In the process of change, it is important to ensure that everyone is moving in the same direction. By developing your brand platform with a deep understanding of what motivates people on both sides of your organisation, you will be able to create strong relations between your organisation and your customers.

Will & Agency combine more than 20 years of experience

Will & Agency combine more than 20 years of experience of working with brand strategy and platform development on the highest level with a clear and distinct human-centred approach to creating human-shaped brands. We will help you to ensure that human needs are the driving force behind your brand strategy.

of working with brand strategy and platform development on the highest level with a clear and distinct human-centred approach to creating human-shaped brands. We will help you to ensure that human needs are the driving force behind your brand strategy.

Experience Design

Transform insights into relevant human experiences

Transform insights into relevant human experiences

Change happens when you turn strategy into tangible experiences - physical, digital or virtual. Value is created when we can provide people with an experience that leaves them feeling better, stronger, or more empowered than before.
 

True value happens when you can turn change into tangible experiences; physical, digital, or virtual. Value is created when we can provide people with an experience that leaves them feeling better, stronger, or more empowered than before.
 
Will & Agency specialise in assembling, managing, and

True value happens when you can turn change into tangible experiences; physical, digital, or virtual. Value is created when we can provide people with an experience that leaves them feeling better, stronger, or more empowered than before.
 
Will & Agency specialise in assembling,

True value happens when you can turn change into tangible experiences; physical, digital, or virtual. Value is created when we can provide people with an experience that leaves them feeling better, stronger, or more empowered than before.
 
Will & Agency specialise in assembling, managing, and participating in multidisciplinary design teams working

True value happens when you can turn change into tangible experiences; physical, digital, or virtual. Value is created when we can provide people with an experience that leaves them feeling better, stronger, or more empowered than before.
 
Will & Agency specialise in assembling, managing, and participating in multidisciplinary design teams working

Will & Agency specialise in assembling, managing and participating in multidisciplinary design teams working towards concrete and human-centred solutions in fields of complex and interesting problems. We ensure that the human experience is the unifying element throughout the process.

participating in multidisciplinary design teams working towards concrete and human-centred solutions in fields of complex and interesting problems. We ensure that the human experience is the unifying element throughout the process.

managing, and participating in multidisciplinary design teams working towards concrete and human-centred solutions in fields of complex and interesting problems. We ensure that the human experience is the unifying element throughout the process.

towards concrete and human-centred solutions in fields of complex and interesting problems. We ensure that the human experience is the unifying element throughout the process.

towards concrete and human-centred solutions in fields of complex and interesting problems. We ensure that the human experience is the unifying element throughout the process.

Social Design

Normalise change within your organisation

Normalise change within your organisation

The real value of change comes through normalisation – by ensuring that change is adapted in the everyday actions of your organisation. It is a distinct challenge for traditional design processes to focus on the development and launch of products or services. But every so often, we tend to forget that the key element in change is the organisation itself; the structures, the culture, and the people are the main ingredients to ensure a lasting and sustainable change.

As an intricate part of our methodology, we help our customers to develop and nurture the will to adapt to change. We offer an analysis of the formal and informal structures through observation and interviews to help management drive change through culture mapping and social design. A truly successful project implementation should result in new ways of thinking, working and delivering.

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