What does Array do?

Array is an independent, woman-owned brand and editorial strategy studio. We work with organizations and leaders at high-stakes moments — new starts, strategic pivots, leadership changes, integrations — providing strategy, storytelling, and hands-on partnership to move people forward together.

What is a brand and editorial consultancy?

It's a firm that combines brand strategy (clarifying what an organization stands for and how it shows up) with editorial strategy (how its story gets told in words and narrative). Array pairs the two because positioning without a credible way to tell the story rarely survives contact with the real world.

What's the difference between brand strategy and editorial strategy?

Brand strategy defines what you stand for, who you're for, and how you're different. Editorial strategy defines how that story is told — the narrative, voice, and content that carry the brand into the world. Most firms do one; Array does both, with a principal leading each.

Can Array help with a website, launch, or event?

Yes. Array's work spans the strategy and the execution around it — brand narrative and architecture, editorial and creative production across print, digital and video, and the events and gatherings where a brand is experienced. The firm leads the strategy and brings in a trusted network of specialists for production as each engagement demands.

What services does Array offer?

Array works across four capabilities: Brand Definition (purpose, vision and values; brand narrative; brand architecture), Organizational Evolution (special projects, business development, partnership strategy, internal culture), Story & Editorial (editorial strategy, creative production across print, digital and video, digital and social, thought leadership), and Brand Experiences (industry events, company gatherings and offsites, conference speaker curation). Most engagements draw on more than one.

What is "Brand Experiences" / experience strategy?

Brand Experience and experience strategy are the design of the signature moments where a brand is actually felt — industry events, company gatherings and offsites, and conference speaker curation that turn a positioning into something people remember. It's how strategy lands in the room rather than staying on the page.

What is editorial strategy, and why does Array pair it with brand?

Editorial strategy is how a brand's story actually gets told — narrative, voice, creative production across print, digital and video, and thought leadership. Array pairs it with brand strategy because positioning without a credible way to tell the story rarely survives contact with the real world; Principal Robert Capps brings editorial weight from WIRED and the storytelling studio GDP.

Who does Array work with?

Array works with founders, executives, and mission-driven organizations navigating growth or change. Clients have included Forerunner Ventures, Oura, United Talent Agency, Artists Equity, The Watson Foundation, SISTER, and Atelier Jolie.

How does a two-person studio deliver agency-level work?

Both of Array's people are principals — there's no junior layer and no hand-off. Strategy stays entirely with the principal you hired, supported by a trusted network of specialists brought in as the work demands. You get one door in, one door out, and senior thinking on every deliverable.

How is Array different from a traditional agency?

No account layers, no dilution between the person you pitched and the person who does the work. Array is deliberately small so the principals stay close to the work; specialists are added per engagement rather than carried as overhead. The promise is proportional terms and undiluted strategic attention.

What does an engagement with Array look like?

Engagements typically start with a clear strategic question and move through structured working sessions to a set of decisions and deliverables. Array treats proposals and early documents as "wet clay" — starting points to be challenged together — rather than fixed answers handed down.

Who founded Array, and why is it called Array?

Array was founded in 2019 by Alexandra Lee-Capps; Robert Capps is Principal. The name comes from the Very Large Array, the New Mexico radio observatory — chosen to convey ambition, expansiveness, and room to grow beyond any one person.

Where is Array based?

Array is based in the San Francisco Bay Area and works with clients across the US and UK. We have experience working in Europe, Asia, Africa, and South America too.