Our Expertise

We help organizations grow with a blend of strategy, creativity, and intelligent systems. Our work spans four connected disciplines that strengthen positioning, unlock opportunities, and accelerate meaningful growth.

1. Growth Strategy and Opportunity Mapping

Clarify Direction

Opportunity mapping, prioritization, and pathways for expansion.

We help organizations find their next chapter of growth with focused, intelligent strategy. Our work identifies what matters most, clarifies where to invest energy, and builds the roadmaps that turn intention into measurable progress.

Capabilities include:
• Growth & opportunity audits
• Competitive + market positioning
• Revenue & business model strategy
• Go-to-market planning
• Leadership advisory & decision support

2. Marketing Strategy & Messaging

Unify Voice

Message systems that sharpen value, align teams, and shape perception.

We craft narratives that move people, internally and externally. From brand messaging and storytelling to integrated campaigns, our work helps teams speak with one clear, compelling voice and activate genuine engagement across channels.

Capabilities include:
• Brand strategy, positioning & narrative
• Creative & advertising campaigns
• Content systems & storytelling frameworks
• Digital, video & multimedia production
• Multi-channel campaign execution

4. Brand & Creative Direction

Become Irresistible

Brand systems that unify vision, identity, and experience.

We build brands with depth, systems that hold meaning, express a point of view, and stand the test of time. From identity development to creative leadership, we help organizations show up with distinction and purpose.

Capabilities include:
• Brand identity development
• Creative direction, visual language & style systems
• Campaign concepts & storytelling
• Experience design & large-scale creative production
• Cross-discipline creative leadership

3. Operational Efficiency

Remove Friction

Workflow clarity and system design that remove friction from growth.

Modern growth demands intelligent systems. We streamline the way teams work, reducing bottlenecks and creating the operational foundation needed for scale, creativity, and consistent performance.

Capabilities include:
• Workflow & process design
• Automation solutions
• Internal communication optimization
• Tools, platform selection & implementation
• Metrics, analytics & reporting systems

Selected Outcomes

Real-world results shaped by 17 years of insight, intelligent strategy, and meaningful execution.

  • High-Stakes Public Messaging

    Amid rapid growth and shifting health communications needs, Kaiser Permanente turned to us to stabilize, streamline, and scale their social media systems resulting in major gains in engagement.

    Kaiser Permanente
  • City skyline at sunset with tall buildings, a river, and cloudy sky.

    Iconic Waterfront Repositioned

    Baltimore’s waterfront needed a clearer identity and a refreshed story. We helped reposition this historic destination with a modern strategy that brought clarity, cohesion, and momentum.

    Waterfront Partnership
  • A large classic-style library building with a sign that reads 'ENOCH PRATT FREE LIBRARY' at the top center. Several flags are flying on top, and the street in front has parked cars, pedestrians, and trees.

    Record Breaking Audience Growth

    We helped reposition Enoch Pratt Free Library as a modern, community-centered institution driving record attendance, expanding awareness across 21 branches, and producing an award-winning podcast that deepened public engagement.

    Enoch Pratt Free Library
  • A floating structure with large cartoonish eyes on a body of water, resembling a whimsical watercraft or attraction, with a city skyline and a water taxi in the background.

    Global Cultural Phenomenon

    We transformed an innovative harbor trash interceptor into a global environmental icon by creating the personality, storytelling, and social presence that made Mr. Trash Wheel a beloved internet celebrity and international symbol for ocean conservancy.

    Mr. Trash Wheel
  • Close-up view of solar panels on a roof during sunset or sunrise

    Market Expansion Unlocked

    What Works Studio transformed GreenWell Energy’s go-to-market playbook. The result: a nine-figure pipeline.

    GreenWell Energy
  • Night view of a city waterfront with colorful star-shaped lights floating on the water, modern high-rise buildings with illuminated windows, and a large tent-like structure on the pier.

    Large-Scale Cultural Impact

    As the original creators of Light City, we led the concept, strategy, and partnership development behind America’s first international light festival, generating $111.6M in economic impact, drawing 1.3M+ attendees, and securing more than 2.9B media impressions over its three-year run.

    Light City Festival

  • Producing a Sold-Out, Six-Day Innovation Conference

    We produced Light City U, a six-day sold-out innovation conference that brought together leading voices in technology, creativity, and social change. As part of the larger Light City festival, the conference helped generate over $33M in first-year economic impact and contributed to more than 1.3M attendees across its three-year run.

    Light City U Conference

  • An Award-Winning Chronicle of Baltimore’s Creative and Cultural Scene

    We launched What Weekly, a Baltimore arts and culture magazine that grew into an award-winning international platform publishing thousands of stories, receiving major press recognition, and galvanizing a creative community over seven impactful years.

    What Weekly
  • View of Earth from space with the atmosphere glowing at the horizon, above a starry sky with a bright star or planet shining

    Positioning & Product Launch

    We helped Saft America launch its Xcelion® battery line globally with a cohesive strategy, elevated visual identity, and targeted digital campaigns that drove strong engagement and qualified leads.

    Saft USA
  • Two construction workers wearing yellow safety helmets and blue uniforms looking at a tablet against the setting sun.

    Workforce Attraction Strengthened

    Following Aerotek’s shift to industrial staffing, we delivered a deep audit, defined clear audience personas, and built a cross-channel content strategy that drove higher engagement, stronger reach, and measurable increases in traffic from both candidates and hiring managers.

    Aerotek
  • girl sitting on stoop

    Public Health Awareness Amplified

    We developed a culturally aligned, community-tested awareness campaign for UMMC’s Midtown Campus deploying 25+ high-impact mall installations, elevating visibility for key service lines, and saving the client more than $100K in production costs.

    University of Maryland Medical

  • Aerial Spectacle for UMMC’s 200th Anniversary

    We created and directed a large-scale drone show for UMMC’s 200th anniversary, delivering a city-wide spectacle that honored Baltimore and captivated Artscape audiences.

    University of Maryland Medical Center

  • “Working with the What Works team was a pleasure, from start to finish. I found their expertise invaluable.”

    Denise Russo, Kaiser Permanente

    Explore More Testimonials

Explore Working Together

Our team partners with a limited number of organizations each year.
If you’re navigating an important moment of growth or transformation, we invite you to introduce your project.

Introduce your project