Channeling Your Terrain
Don’t force water uphill. Design for gravity.
Conventional marketing relies on pressure. We design for flow.
We work in Three Successions to clear the obstructions — clarifying the source so your message moves effortlessly to your community – banked by trust, not anxiety.
Three Successions
In ecology, succession is how ecosystems restore themselves — each stage preparing conditions for the next. We follow the same logic. Three successions. Each one builds on the last.
Succession I : Remediation
The Diagnostic & Language Detox
Your language is the first thing people encounter. Before they meet you, read your proposal, or visit your site — they meet your words. If those words are clouded with jargon, diluted by greenwash, or muddied by generic messaging, trust erodes before the conversation begins.
Remediation is the diagnostic. We test the water, identify the pollutants, and give you a clear report on what needs to change.
The Outcome :
- Risk Reduction : Eliminates language that could flag regulatory bodies (Green Claims Code) or alienate savvy investors.
- Instant Clarity : Actionable word swaps you can implement today — no further work required.
- Alignment : Ensures your team has a foundation that informs language decisions for your mission.
The Practice :
- Annotated Language Audit
- Up to 5 web pages scanned (Home, About, Impact, key Service pages)
- A one collateral piece : pitch deck (up to 20 slides), impact report (up to 3,000 words), or email sequence (up to 5 emails)
- Traffic-light annotation system : Red (risk/toxic), Amber (missed opportunity), Green (working well)
- Greenwashing & Jargon Risk Report
- Jargon Detox Table
Investment :
Typically delivered within 2 weeks of receiving materials.
Succession II : The Wellpring
Core Strategy & Brand Narrative
A spring is where clean water first emerges — reliable, continuous, the source everything downstream depends on. Without a clear source, every channel you build carries confusion.
The Wellspring is your strategic foundation. We establish the core narrative, the messaging framework, and the language system that becomes the single source of truth for all your communications.
No more reinventing your story for every pitch. No more inconsistency between what your website says, what your deck claims, and what you say in interviews. One source. Everything flows from it.
The Outcome :
- Consistency : Your team stops reinventing the wheel every time they write a doc or copy.
- Differentiation : You stop sounding like “just another sustainable startup” and start sounding like a Category Leader.
- Efficiency : Drastically reduces the time spent writing grant applications and investor updates.
The Practice :
- Messaging Framework
- Regenerative Vision statement (the future you’re contributing to)
- Regenerative Mission statement (how you show up day-to-day)
- Positioning statement : who you’re for, what makes you distinct
- 3-5 Story Pillars with proof points
- Audience Message Matrix : key messages for 3-5 stakeholder groups
- Boilerplates: 1-sentence, 50-word, 100-word, 250-word versions
- Deep-Dive Workshop (90 minutes)
- Brand Narrative Document (2-4 pages)
Investment : Discussed on Discovery Call
Typical range: £1,500 – £2,500 depending on complexity and organisation size. 4-6 week turnaround depending on feedback.
Entry-level option available for solo founders and early-stage organisations with limited scope.
Succession III : The Estuary
Website & Digital Habitat
The estuary is where the river meets the sea—it is the most productive ecosystem on earth. Your website serves the same function: it is the place where your internal mission meets the external world.
Most websites are built to trap visitors; We build habitats — digital environments where visitors want to stay, explore, and ultimately commit.
The Outcome :
- Instant Comprehension : Visitors understand what you do in seconds, not minutes.
- Conversion with Integrity : Increases inquiries and sign-ups without manipulating or pressure tactics.
- Investor Confidence : A professional, articulate site signals that you are a safe pair of hands for capital.
- Community Growth : Turns passive visitors into active participants who understand how to join your ecosystem.
The Practice :
- Strategy Session (60-90 minutes)
- Review of messaging system (from Wellspring or equivalent)
- Page prioritisation and user journey mapping
- Clarification of primary conversion goals
- Website Copy
- 6 core pages of your choice : Home, About / Our Story, Impact / Our Approach, 2 Service or Offering pages, Contact / Join Us
- Each page includes: section-by-section structure, headlines, subheads, body copy, CTAs
- Microcopy
- Handover Document
Investment : Discussed on Discovery Call
Typical range £1,250 – £3,000. 3-6 week turnaround depending on scope and feedback.
Tributary Pathways
“Lite” Options
Not every stream needs a full civil engineering project. If you are an early-stage founder or a community project with tighter resources, we offer lighter interventions to get you flowing.
1. The Seedling Guide (Voice Strategy Lite)
A concise, 5-page guide defining your core tone, your “banned words” list, and your primary metaphors. Perfect for keeping a small team aligned.
2. The Estuary Cleanup (Website Lite)
We focus on the three pages that matter most: Home, About, and one core Service page. We comb the beach and set the anchor, leaving the rest for later.
The Full Restoration
These successions build on each other.
Remediation clears the water. The Wellspring establishes a clean source. The Estuary offers it to the communities that need it.
You can begin wherever you are. Some organisations need a diagnostic first. Others arrive with clarity and just need implementation. We’ll find the right entry point together.
But if you commit to the flow, it pays off with our “Bundle” Incentive
If you commission a Succession II (Strategy) and commit to Succession III (Website) within 60 days, we bundle the investment to reflect the continuity of the work.
Where does your flow need tending?
We can focus on the specific succession where your flow is currently blocked, or we can work through the full cycle.
If you are ready to stop forcing the water uphill, let’s pick up the spade.
…Conscious Copy