Unreasonably high potential

made extra human

WildCurrent is a brand consultancy
with a distinctly human point of view.

We help ambitious businesses
solve complex brand problems
and uncover new opportunities by connecting
what matters to people
with what matters to the business.

We believe human understanding
can fundamentally change
what a business sees, what it creates,
and where it goes.

People are our vantage point.

PEOPLE

lived reality

WORLD

culture & context

BUSINESS

ambition & reality

We connect the realities of people's lives with the forces shaping the world and the business, exploring the paradoxes, tensions, and unexpected connections that can change the trajectory.

The shift in perspective helps us:

Find new avenues for growth.

Identify unmet needs, new opportunities, and ways to create value beyond the business's current offer.

Build a more relevant, distinctive brand.

Connect what makes the business different with what matters to people, strengthening its role in their lives and its position in the market.

Discover what to create next.

Turn emerging needs, cultural shifts, and new possibilities into concepts, offerings, and ventures.

The result: strategic direction that reveals new ways
for the business to grow, matter, and create value.

When to bring us in:

The Growth Stagnation:
The old marketing playbook no longer works; the data isn't giving you answers, and you need a fundamental shift in strategy.

The Cross-Over:
You occupy a highly passionate niche and need to enter mainstream markets or new categories without alienating your true believers.

The Re-Centering:
Your brand has scaled rapidly, but it is starting to lose its soul, its edge, or its connection to the core community that built it.

How people think, feel, behave, and make choices, and what that means for the business.
Our expertise:
- Identities in motion
- Motivational fields
- Values & belief systems
- Cultural & societal shifts
- Emerging needs & tensions

Our strategic disciplines.

We bring together three complementary disciplines shaped around the challenge.

Defining the brand's strategic foundation, distinctive strengths, and role in people's lives.
Our expertise:
- Brand foundation
- Positioning
- Brand platform & story
- Vision & mission
- Brand architecture

Finding new avenues for a business to grow, and shaping the ideas that can take it there.
Our expertise:
- Co-creation
- Category & market expansion
- Concept creation
- Brand creation
- Venture development

A woman with long blonde hair and blue eyes smiling at the camera, wearing a black top and a silver necklace with a round pendant against a neutral background.

Katie Kuhn, Founder

A senior brand and customer strategy leader with 19+ years of experience across global brands and early-stage ventures.

Katie has built and led strategy practices at Alive Ventures and Tattoo Strategy, partnering closely with founders, CEOs, and CMOs at moments of growth, reinvention, and inflection.

Her work spans food and beverage, wellness, beauty, hospitality, and media, with experience across Starbucks, CNN, Mastercard, Oprah, Condé Nast, Clover Sonoma, Lazy Dog Restaurants, and Veggie Grill.

Known for translating deep human understanding into clear strategic direction, Katie works at the intersection of people, brand, culture, and business. She is drawn to spaces where culture and human experience are actively being shaped, and where there is an opportunity to build something meaningful.

Beyond WildCurrent, she co-founded of Age/ncy, a participatory platform exploring aging through co-creation, and a Board Director at The Pink Agenda, helping grow a national community and raise millions for breast cancer research. She also mentors early-stage founders on brand and positioning.