Day One Agency is expanding its cultural footprint with the launch of Side Projects, a standalone studio designed to help brands better understand how they show up in culture.
The move formalizes a capability the agency has been building for more than a decade. Since its founding, Day One has leaned into an editorial point of view, developing a mix of publishing, research, and consulting designed to keep clients ahead of shifting consumer behavior.
“Each great editorial company has a creative agency; we're flipping that idea on its head, we're a creative agency starting an editorial business,†said Josh Rosenberg, CEO and Co-Founder of Day One Agency. “In our increasingly obsessed-with-AI world, critical thinking is a superpower; it's important to keep moving against the grain. Writing is a way of organizing our thoughts and giving brands the time and space to block out the noise and think for themselves.â€
Demand for those capabilities has grown to the point where separating them into a dedicated studio made sense. Side Projects will be led by Strategy Director Eli Williams and Editorial Director Clara Malley, who have spent the past several years building Day One's editorial voice and cultural analysis work.
The studio will focus on helping brands navigate relevance across digital platforms, generational audiences, and broader cultural shifts, applying a more critical lens to how advertising interacts with culture.
To support that, Side Projects will offer bespoke newsletters, workshops, cultural analysis, and white papers to turn insight into action. The studio will also continue producing its editorial output, including its annual culture reports and the Day One FM podcast, which has grown significantly over the past year.
“Side Projects is an opportunity to utilize editorial and the power of thought and writing and distillation to help our clients be sharper,†said Jamie Falkowski, Chief Creative Officer at Day One Agency. “To move beyond the surface level of trends and headlines and dive deep into what actually matters to their consumer.â€
New content initiatives will include a weekly newsletter, a podcast, and quarterly special projects, beginning with ISSUE 01, a zine available through the studio's site.
For Day One, the launch reflects a broader shift in what clients are asking for. Not just creative execution, but perspective. By carving out Side Projects as its own entity, the agency is betting that deeper thinking will be as valuable as the work itself.
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