LOIE GREENWOOD
Founder & Principal, Sub Rosa
Head of Strategy, WoW Studios

Investigating culture
    ↓  
Reframing the cultural meaning of American whiskey
Jack Daniels
Challenging the elitism of modern espresso culture
KitchenAid
Growing the appliance category with cultural innovation
Whirlpool
Moving allergy relief upstream into urban planning
Claritin
Shifting the category from features to feelings
KitchenAid
Modernizing the cultural roots of American bourbon
Old Forester
Reframing household chores as modern masculinity
Whirlpool
Investigating the societal evolution of the kitchen space
Ethnographic Research Documentary
Reconnecting a heritage brand with contemporary culture
OCB
Turning a simple product into a symbol of reunion
Extra Gum
Employing pop culture as a lever for commercial growth
KitchenAid
Investigating nature vs nurture through the lens of sport
Independent Documentary Short

If it’s complicated,
we’re interested.


Our work operates under an investigative principle - treating every brief as something to be uncovered, not solved. This approach reveals new sources of value and shapes the way we research, build strategy, and develop narrative.



Research
We study people, culture, and emerging behaviors to surface the insights that shape audiences, identities, and the futures brands must prepare for.

Strategy

We interpret those insights - defining a brand’s position, character, and the ways it shows up across campaigns, content, and culture.

Narrative

We shape those ideas - building the stories, briefs, and scripts that bring a brand’s voice to life in the world.
A growing catalog of investigations into
culture, behavior, and belief




Title: Collaborator:Format:Year:

Where Has All The Weirdness Gone?
Adam Mastrionni
Keynote
2025
The Certainty of Randomness
Aeos
Op-Ed
2025
Emotional Realism in Brand Strategy
Nonfiction Research
Workshop
2024
FLOW
934 Gallery
Photography Exibition
2024
‘Better Than Cannes’ Strategy
Julia Makhalova-Chi
Feature
2023
Wednesday Stills
Public Announcement NYC
Feature
2023

Loie Greenwood is an award-winning storyteller and strategist with executive-level pattern recognition and human-level curiosity.  

His studio, Sub Rosa, is an independent research, strategy, and narrative practice operating under an investigative principle - consulting, collaborating, and self-publishing work that brings new strategic opportunity into focus and gives shape to compelling storytelling.

In parallel, he serves as Head of Strategy at WoW Studios, where he guides long-term direction for Whirlpool’s portfolio of global brands.


Get In Touch For research, strategy or narrative thinking.

+1 614 653 9703
loieagreenwood@gmail.com

     
© Loie Greenwood, 2026