Innovation with Soul

We combine world leading customer, commercial and technical insight to create, trial and launch ideas that last

“For the soul there is neither birth nor death at any time. It has not come into being, does not come into being and will not come into being. The soul is unborn, eternal, ever-existing and primeval. It is not slain when the body is slain”

Bhagavad-Gita Chapter 2 verse 20, The Eternal Reality of the Soul’s Immortality

At i wish we are passionate about creating commercially successful ideas that last. This means merging three key factors:


Getting into the customers’ minds by testing insights and hypotheses in real life scenarios


Understanding the business and business context for new ideas


Digging deeper to understand what is possible and plausible technically


Collaborator brief: We start with refining the brief with our collaborator (traditionally called clients) to align on the success criteria

Plans and runs a set of ‘deep deep*’ immersions to uncover fresh new insight and runs a series of collaborative workshops to come up with promising ideas

Ideas are brought to life in the studio who handle all aspects from branding to product design and digital prototyping

Fully formed ideas are tested in as real-life scenario as possible and evolved to find product market fit

*Deep Deep: The deepest immersion possible, where the team immerses fully in a market for a week and responds to consumer research to provide a 360-degree view on the problem being solved

we are what we do

As a team we pride ourselves in being able to deliver. All of our team practices what they preach and use lessons to continually improve the  i wish approach. We are iterative, flexible and continually striving to improve

vijit singh

Managing Director, Co-Founder of the award winning Slow Beer in collaboration with The World Institute of Slowness

Expert in human and client relationships

freddie tilbrook

Director of Strategy and Innovation, Founder of SwattUp – an educational social media network

Expert in developing and validating new propositions

andy naorem

Director of Design and Creativity, Co-Founder of Brandnewtype – an independent type and typography design studio

Expert in Brand Context, Look and Design

josh viner

Project Manager and Planner, next generation innovation specialist

Expert in project management and logistics