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
Andy Naorem
Director of Design & Creativity

Responsible for all design activities, visual branding projects, overall design thinking, and bringing ideas to life.

previous experience

Worked as design lead in various publications, media organisations and design studios in India for over 15 years. A visiting faculty at the National Institute of Design.

passion projects

Co-founded Brand New Type (a creative company), and Unheard, an independent music company bringing together Art, Design, Music to promote new sounds and talents.

Education

Communication design degree from the National Institute of Design, India. Attended Type@Cooper program at The Cooper Union, New York City.

family & fun stuff

Lives with partner Uzma and many cats. When not working usually found underwater scuba diving or traveling. Loves to cook.

Andy Naorem
Director of Design & Creativity
Josh Viner
Project Manager & Planner

Responsible for reporting, stakeholder management, planning & logistics, and team coordination, whilst pre-empting slippage and ensuring that projects run on schedule and within budget. The voice for millennials and post-millennials.

previous experience

Three years in the world of innovation, experiencing countless workshops (NPD, EPD, Strategy), qual consumer research groups, deep-dives, weak-signal scouting (for tech enablers, trends, breakthrough innovations), as well as hands-on Management Consulting projects across Scandinavia working on-site and aiming for production excellence.

passion projects

Avid collector of street-art from the likes of the Miaz Brothers, Bansky, FAKE, Bisco Smith and Ben Eine. Worked hand-in-hand with Norwegian think-tank, The World Institute of Slowness.

Education

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

family & fun stuff

Lives only a stone’s throw from the Devon coastline. In my spare time I’ll typically be found on the golf course, football pitch or in the pub with friends and family.

Josh Viner
Project Manager & Planner
Freddie Tilbrook
Director of Strategy & Innovation

Responsible for understanding clients’ problems and shaping them into a vision and strategy for a project, designing research studies, generating insights, ideas, and strategies and guiding teams through their implementation.

previous experience

Worked globally for innovation and strategy agencies (Happen and The Foundation) for 7 years before leading a digital start-up in the Energy Industry (The Energy Loop) from concept to launch.

passion projects

Founded SwattUp, a peer to peer learning platform that connects students together for all aspects of learning (rational and emotional).

Education

Master’s degree in Chemistry from the University of Oxford.

family & fun stuff

Lives with wife Nicole, daughters Ivy, and Delilah, two cats, and a dog. Passionate Crossfitter and loves being active outdoors at every opportunity.

Freddie Tilbrook
Director of Strategy & Innovation
specialists
Kate Few-Singh
Third Sector & Management
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
Dominic De Suys
Flavour Specialist
Ollie Graham
Filmmaker, Director & Producer
Will Graham
Filmmaker & Musician
Keith Herbert
Creative Director & Product Illustrator
Thomas Boldsen
Art Director & Illustrator
clients