A Brand Strategy Collective

in-house acumen meets outsider perspective.

We know what it takes because we’ve been on the inside.

In Situ is not just who we are; it’s how we work.

We make things happen, inside and out. As seasoned brand builders with meaningful in-house experience, we understand the business context of brands trying to evolve in a way that’s actionable and operable.

Agility is a way of working and it's a way of thinking. Because we move quickly and collaboratively with no cumbersome hand-offs between agencies, in a matter of weeks, we shape strategy, creative, and research that can take larger firms months.

Research-backed deliverables give you confidence and momentum. We don't leave it to chance; we partner with third-party researchers to validate client deliverables with concept, design, or copy tested in situ.

Our team is designed for cross-pollination.

Built as a collective of independent thinkers and former in-house professionals, each In Situ project team is bespoke based on context, bringing together strategy, creative, and design to solve the right problem, at the right time, in the appropriate amount of time.

Build and validate your brand vision to move quickly and confidently (and in the right direction).

We practice brand innovation & evolution.

From brand repositioning to product portfolio expansion, we turn insight, strategy, design, and narrative into real assets and data so you can feel better about your marketing investments.

Our collective can flex across services.

Generative Consumer Research

Brand Positioning & Strategy

Communication & Brand Narrative

Visual Identity & Packaging

Concept to Launch Innovation 

Project Roadmaps

Fractional Marketing Services


We’re here to dig into your brand’s biggest questions with you.

Brand Positioning. Is our unique value optimized to appeal to evolving consumer behaviors and market forces?

Brand Expression. Is our brand appearance showing up in a way that is effective, resonant, and authentic to who we are and where we’re going?

Brand Narrative. Are we telling a story about ourselves, our vision, and our audience in a way that thoughtfully creates traction with consumers?

Some friends we’ve helped recently.

Meet Our Collective

  • Allison Fowler

    Founder & CEO

    Allison Fowler is a business leader, management consultant and Board Director with over two decades of experience building categories and brands. Her work as a Chief Marketing Officer has ranged from stoking growth of upstart brands like Perfect Snacks to portfolio management for blue chip companies like Kashi and Molson Coors, using a range of competencies stemming from classical CPG training to entrepreneurial grit and hustle.

  • Paul Ayers

    Strategist

    Paul is a hybrid thinker who helps brands envision their futures. Paul has applied his insight across a range of industries, including FMCG, Service, Retail, Technology and Real Estate, working to inspire action and change for organizations looking to uncover new paths to brand growth and value.

  • Foram Nyberg

    Creative

    As a writer and creative, Foram brings strategy to life. Using culture- and empathy-driven narrative and storytelling, she’s led creative innovation and reinvention across categories including food, tech, and finance to help brands imagine futures and show up in a changing world.

  • Bryna Keenaghan

    Strategist

    Bryna specializes in building high-vibrational brands that awaken powerful feelings within people. Working as equal parts investigator, brand shaper and portfolio architect, she has created products, stories and experiences at creative agencies, brand consultancies, design studios and directly with early-stage companies to bring clarity to chaos.

  • MacKenzie Hartung

    Brand Management

    MacKenzie is a digital marketer with a focus on content, community and brand management in the health and wellness space. She has built and grown communities through social media at iconic brands like Perfect Snacks and Athletic Greens. With rich brand storytelling, timely and relevant content, MacKenzie creates a cohesive digital footprint with a consumer-first mindset.

  • Jason Punches

    Creative

    Jason works with visionaries to translate their ideas into the physical and digital world—to be experienced, celebrated, and loved by people. A strategic, multi-disciplinary director and designer with a diverse background and experience in various industries. Clients include: Google, Whole Foods, Tom Coliccho, KPCB, PepsiCo, Exo Protein, Bronx Brewery, Chobani and Tovala.

  • Natalie Kennedy

    Creative

    Natalie leverages design and strategy to help brands across categories channel the power of storytelling through design. In both design and consulting roles, she has led clients like Target, Facebook Workplace, Nike, and Nestle Wildscape through brand innovation and evolution informed by culture.

  • Lauren Hirshfield Belden

    Strategist

    Lauren is a skilled branding and innovation expert. With a deep-rooted passion for both understanding what makes people tick and innovative thinking, Lauren takes great pleasure in the art of identifying unmet consumer needs and finding exciting solutions for them. Over the years, this skill has been put to good use helping clients like General Mills, Del Monte, Diageo, Chanel, PepsiCo, and Visa.