Led by Aileen Russell

After working in the agency world for 15+ years, Aileen decided to launch her brand strategy studio, Foundational, in 2016.

With plenty of business-as-usual experience, Foundational was created with a purpose in mind - to help organizations harness the power of their brand to drive growth and innovation as well as marketing.

We work from a place of campaign and execution agnosticism, allowing us to focus on the foundation of the brand and from there the expanse of what's possible. This has allowed us to work both independently and alongside agencies and marketing departments – helping teams achieve sustained growth, clearer connection with audiences, quicker cycles of innovation, stronger cultural impact, and meaningful social good.

Foundational plays nicely with brands, agencies, nonprofits, and political campaigns.