/Trees
THE DATA YOU ALREADY TRUST.
Reach, clicks, likes, shares, comments, cost. Rooted, structured, familiar.
A teaser framework · Est. Signal 01
WHAT IFYOUR BESTINSIGHTwas hiding in a pothole?
/ Fig. 01 — the whole system
Insights are not dull. They are only dull when we keep asking them the same questions.
Trees, Rivers & UFOs brings together trusted metrics, public signals, and unexpected data sources to help teams see the world differently, spot stranger patterns, and find sharper ways in.
Lemon Icing
Nimbus Cloud
Raindrops
Ice Melt
Peach Dust
Almost Aqua
Orchid Tint
Ink
/ Chapter 01
TWO KINDS
OF
DATA.
Trees are familiar. Rivers are moving. Together they change what a strong insight can look like.
/Rivers
THE SIGNALS THAT .
Culture, cities, behaviour, public reports, unexpected places where meaning flows.
/ The big idea
TREE DATA shows what people do. RIVER DATA hints at what is moving around them. Put them together and the picture changes.
Something else is always moving in the background.
/ File 04 — UFOs
Strange Data
AND THEN
THERE ARE
the signals
YOU CAN'T
EXPLAIN YET.
We call them UFOs. Unexpected. Fleeting. Odd. Sometimes the most useful clue in the room.
/ Field notes
A PINBOARD
OF LESS COMMON
INSIGHTS.
City smells
City sounds
Night lights
Odd sightings
Public reports
Waste patterns