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.
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.
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.
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 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.
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
Responsible for leading and/or strategically anchoring client projects, overall company management, and keeping our core team and ecosystem happy.
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.
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.
MBA from the Leeds University Business School, Double Major from St. Xavier’s College (University of Mumbai).
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.
RESPONSIBLE FOR leading on THIRD sector projects focusing on StraTEGY, INNOVATION & Sustainable funding.
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.
Trustee of Space* a Devon-based youth charity. Mentoring others to improve themselves or their ventures.
BSc Environmental Economics & Ecology at York University. Certificate in Fundraising Management.
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.
RESPONSIBLE PRIMARILY FOR PROJECT PLANNING, STAKEHOLDER COORDINATION, REPORTING AND DEBRIEFING, WHILST ENSURING PROJECTS RUN ON SCHEDULE AND WITHIN BUDGET.
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.
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.
English Language, Business, Photography, Media, and Sociology at Exeter College.
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.
Responsible for supporting projects with art and creative inputs.
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.
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.
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
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.