Creating Better Together
about

I Wish specialise in deep, first-hand immersive experiences in physical and digital worlds to develop new products, category strategies and brand thinking. We create winning ideas that last, driven by rich, powerful insights. We work hand-in-hand with end-clients and fellow agencies, typically in the well known innovation ‘black-spot’ between R&D, commercial and brand/marketing teams transforming it into the sweet-spot for innovation.

at a glance
PIONEERING CO-CREATION

We are an innovation agency pioneering co-creation. Founded  in 2011, we’re a small, highly specialised  and experienced team  based out of the UK and operating globally. Depending on who you ask, you might hear them call us a future creations agency,  front-end/insight-led innovators or even design thinkers. Our clients tend to be large, global, complex, mass-market players.

OUR CORE IS NEW PRODUCT IDEAS

The scope of innovation is potentially limitless, but the bulk of what we do is new product development (NPD), category strategy, and upstream brand thinking. We do this by tapping into the hearts and minds of consumers and blending creative intuition with strategic thought. We estimate we’ve created billions of pounds in incremental revenues for our clients.

WE BELIEVE IN SIMPLICITY

Our approach is centred around profound simplicity and circular (not linear) thinking. It’s not about adopting an intellectual high ground or seeming complexity. Yes, innovation can be complex but it need not come across that way. We operate at street level, using that to build foundations, moving quickly and delivering ‘bang for buck’.

we stand for something

We are fiercely independent and in it for the long run – rare nowadays, we genuinely love what we do, nothing is too much trouble, we are truly there for our clients (and challenge without fear), believe in creating better together and are partial to a cheeky pint at the end of the day.

approach
three voices to blend
underlying framework
innovation tools
specialisations

A space where magic is created, where ideas, visions, dreams and imaginations are brought to life

Deep insight, achieved through combining cutting-edge research and innovation techniques, filmmaking and behavioural science. 

Creating a continuous improvement engine for production excellence, and combining positive psychology with gamification to achieve flow i.e. happy people at their most productive

people
core team
Vijit Singh
Founder & Managing Director

Responsible for leading and/or strategically anchoring client projects, overall company management, and keeping our core team and ecosystem happy.

previous experience

From launching prepaid cellular services in India, client-side roles in emerging/high-technology companies in the UK, management consulting, managing a publicly-funded London organisation focused on venture-creation, to working with two leading innovation agencies, before launching I Wish.

passion projects

Advisory Board for The World Institute of Slowness (Norway HQ), co-creating the award-winning SlowBeer, Non-Executive Director for the Camden Enterprise Agency, and several voluntary roles for Charities/NGOs on a rolling basis.

Education

MBA from the Leeds University Business School, Double Major from St. Xavier’s College (University of Mumbai).

family & fun stuff

Lives with wife Kate, and sons Arjan and Sid in deepest, darkest Devon. When not on a plane can be found in the woods, on a beach, or propping up the bar.

Vijit Singh
Founder & Managing Director
KATE FEW-SINGH
Director

RESPONSIBLE FOR leading on THIRD sector projects focusing on StraTEGY, INNOVATION & Sustainable funding.

previous experience

Worked in the Third Sector for 20 years, for both national and local Charities. Experienced in developing strategies based on donor / beneficiary insights, growing income sustainability, diversifying income and developing partnerships. In addition, experienced in developing Charity brands, marketing and communications.

passion projects

Trustee of Space* a Devon-based youth charity. Mentoring others to improve themselves or their ventures.

Education

BSc Environmental Economics & Ecology at York University. Certificate in Fundraising Management.

family & fun stuff

Lives with husband Vijit, and sons Arjan and Sid in beautiful Devon. Loves sea swimming, good food, travelling, spending time with friends and is learning to DJ.

KATE FEW-SINGH
Director
Josh Viner
Project Manager & Planner

RESPONSIBLE PRIMARILY FOR PROJECT PLANNING, STAKEHOLDER COORDINATION, REPORTING AND DEBRIEFING, WHILST ENSURING PROJECTS RUN ON SCHEDULE AND WITHIN BUDGET.

previous experience

Five years in the world of innovation, working closely with consumers to develop a deep understanding of what drives them, leading to powerful insights and great product ideas. How? Mainly through qualitative (but also quantitative) consumer research, in-market immersions and co-creation workshops, amongst other things.One year’s experience implementing systems / processes inspired by Lean and Six Sigma to ensure production excellence in a factory environment.

passion projects

Avid collector of street-art from the likes of the Miaz Brothers, FAKE, Bisco Smith and Ben Eine. Worked hand-in-hand with a Norwegian Think Tank, The World Institute of Slowness, to help develop a strategy / vision, as well as making our delicious SlowBeer.

Education

English Language, Business, Photography, Media, and Sociology at Exeter College.

family & fun stuff

Lives a stone’s throw from the beautiful South Devon coastline. I love to see new places, experience different cultures and meet new people. In my spare time I’ll often be found on the golf course, football pitch or in the pub with friends and family.

Josh Viner
Project Manager & Planner
SOPHIE PERKINS
ARTIST IN RESIDENCE & PROJECT SUPPORT

Responsible for supporting projects with art and creative inputs.

previous experience

For the last 5 years I have exhibited extensively as an emerging Contemporary Artist specialising in Abstract Painting. Alongside my position at I Wish, I also work as a part-time Associate Lecturer in Drawing and Painting at Totnes Art and Design Foundation Course. Other areas of experience include roles such as Tate Collective Producer, Artist Assistant, Exhibition Project Manager, Curator and Assistant Tutor/Mentor and Artist in Residence.

passion projects

My research practice is grounded in philosophy. I particularly appreciate Maurice Merleau Ponty and Jean Paul Sartre’s approach to exploring the parameters of phenomenology and ontology: the study of the sense of ‘being’, a structure of perception, experience and consciousness.

Education

1st Class BA Honours in Fine Art from Falmouth University. Certification in Contemporary Art Exhibition and Event Management form University of the Arts London, Central Saint Martins

family & fun stuff

As an outdoors person, I love living by the sea in Devon and thoroughly enjoy taking my Jack Russell Oscar for long walks along the coast and on the moors. I spend a lot of time with friends and family drinking wine, listening to music and feasting on good food.

SOPHIE PERKINS
ARTIST IN RESIDENCE & PROJECT SUPPORT
specialists
Andy Naorem
Art & Design Specialist
Geir Berthelsen
Strategic Anchor & Philosopher
Anna Birgander
Experiential Artist & Creative Catalyst
Ned Awty
Category Expert, Strategic & Advisory
Michael Sollitt
Category Expert, Strategic & Advisory
David Panos
Semiotician & Futurist
Iona Fergusson
Visual & Sensorial Specialist
Ollie Graham
Filmmaker, Director & Producer
Will Graham
Filmmaker & Musician
Keith Herbert
Creative Director & Product Illustrator
Thomas Boldsen
Art Director & Illustrator
Helen Andrews
Ethnography & Qual
Nicole Copelyn
Ethnography & Qual
clients