How Open If works.
Open If works in two primary modes. Both operate at the same strategic level. The difference is not depth of thinking, but how the work is contained and extended.
Focused projects
Time-bounded engagements with a defined scope and clear outcome.
Often centred on brand identity system development, including positioning, visual identity, language, and application direction.
The work establishes frameworks that support future decisions rather than
Ongoing direction
An open-ended engagement that evolves as complexity increases.
Often begins with brand, then extends across product, marketing, and organizational systems as coherence demands.
This provides senior design leadership without the commitment of a full-time role.
What this produces
Clear design direction that reduces uncertainty.
Coherent systems that support execution over time.
Shared language across leadership and teams.
Credibility that emerges from consistency of intent rather than claims.