FREE WILL

A movement of individuals who refuse to be spectators in their own lives.

1. BRAND FOUNDATION

Building the core identity and values that define Free Will as a movement and a brand.

FREEWILL.INC

1.1 Brand Essence

Mission:

Empower people to exercise their free will and create the life they want — and document the journey.

Vision:

Become the global symbol of self-determination: a brand people wear when they're making bold moves.

Taglines:

• You Have Free Will.

• Choose Yourself.

• Act on What You Want.

• Free Will in Motion.

1.2 Brand Pillars

Agency — You are the author, not the audience.

Action — Doing > saying.

Documentation — Capture the real story.

Aspiration — Life becomes art when you start choosing.

Community — A tribe of people who relentlessly bet on themselves.

FREEWILL.INC

1.3 Brand Aesthetic

Think Nike x Fear of God x Patagonia documentary vibes.

• Minimal, bold typography

• Visuals built around real people doing things

Color palette:

• Black

• Off-white

• Deep charcoal

• Accent: Electric yellow or crimson

2. BUSINESS MODEL OVERVIEW

Primary Revenue Streams

  • 1. Premium Apparel (hoodies, tees, hats, workwear-inspired pieces)
  • 2. Limited Drops tied to stories & mini-documentaries
  • 3. Content Sponsorships (brands paying to be associated with FreeWill stories)
  • 4. Events & Experiences (FreeWill Sessions, FreeWill Walks)
  • 5. Digital Products (mini-films, interview series, podcast)
  • 6. Long-term: Talent/creator agency under the FreeWill umbrella, Brand collabs

3. GO-TO-MARKET STRATEGY

PHASE 1 — BUILD THE CORE (Months 0–2)

3.1 The Core Narrative

  • Free Will = documenting people who bet on themselves.
  • Each piece of content shows someone making a choice that changed their life.
  • This becomes the signature format across TikTok, IG, YouTube Shorts, Threads.
FREEWILL.INC

3.2 Brand Identity

Deliverables:

• Logo system (minimal FW / full wordmark)

• Color palette

• Typography

• Motion identity (how captions & lower thirds animate)

• Photography style (documentary, natural light)

Output:

• Brand deck

• Social templates

• Website landing page (freewill.inc → story, manifesto, newsletter)

FREEWILL.INC

3.3 Content Pipeline

Format A — "What Free Will Looks Like" (1–2 min)

Mini docs of people doing dope shit:

• A DJ choosing to leave a job to pursue music

• A founder betting on their product

• A runner training for a marathon

• An immigrant building a new life

Format B — 20–30s Statement Videos

Bold text + voiceover + cinematic B-roll of normal people making moves.

Format C — Free Will Quotes

Your original thoughts become a content category.

PHASE 2 — LAUNCH THE BRAND

(Months 3–5)

3.4 Initial Audience Growth

  • Platforms: TikTok → fastest growth
  • IG Reels → aesthetic
  • Threads → philosophy
  • YouTube Shorts → long-term discovery
  • Goal: Grow to 5k–10k followers by consistently showing GOOD STORYTELLING.
FREEWILL.INC

3.5 Drop 001 — The Foundational Hoodie

"The Free Will Hoodie"

• Heavyweight cotton

• Minimal FW logo

• Tag reads: "Choose Yourself."

• Limited to 100 units

Launch Strategy:

• Build in public for 30 days

• Show prototypes, stitching, tests, packaging

• Drop via Shopify or Fourthwall

• Capture customers on email + SMS

Why limited? Creates scarcity → resale culture → brand hype → identity in community.

PHASE 3 — COMMUNITY + COLLABS

(Months 6–9)

3.6 FreeWill Stories (Scaled)

  • Start profiling:
  • • Creators
  • • Athletes
  • • Entrepreneurs
  • • Musicians
  • • Designers
  • • Immigrants
  • • Anyone making bold moves
  • Turn it into a weekly series.
FREEWILL.INC

3.7 FreeWill Events

Start small:

• FreeWill Walks (NYC, SF, LA). Community hikes or runs + filming.

• FreeWill Sessions (your bread and butter): music + storytelling.

Every event becomes content → growth → merch sales.

FREEWILL.INC

3.8 Early Brand Collaborations

Collab with:

• A local gym

• A DJ crew

• A photographer

• A creative studio

• A small apparel brand (for manufacturing)

Collabs = credibility + shared audience.

PHASE 4 — SCALE THE BRAND

(Months 9–12)

3.9 Drop 002 & 003

  • • Performance shirt ("Act on What You Want")
  • • FreeWill cap
  • • FreeWill tote
  • • A heavyweight tee with a quote on the back
  • Tie each drop to a story.
FREEWILL.INC

3.10 Monetize Content

Once a following is built:

• Videos get sponsored (skin care, lifestyle tech, fitness brands)

• Create a docuseries

• Launch "Free Will Fridays" podcast

FREEWILL.INC

3.11 Creator Ecosystem

Allow people to apply to become FreeWill Creators:

• They get merch

• They tell their story

• You publish it

• They grow → you grow

This is how brands like Gymshark took off.

4. OPERATIONS & TEAM STRUCTURE

People Needed (0 → 12 months)

  • Phase 1:
  • • You (creative director, host, founder)
  • • 1 videographer/editor (freelance)
  • • 1 designer (freelance)
  • Phase 2–3:
  • • Social media manager
  • • Production assistant
  • • Apparel sourcing manager
  • Phase 4:
  • • Brand partnerships lead
  • • Community manager

5. FINANCIALS — REALISTIC STARTUP COSTS

Startup Budget (first 3 months):

  • • Branding & design: $600–$2,000
  • • Prototype apparel: $300–$800
  • • Website (Shopify): $39/mo
  • • Content tools (camera, audio): you already have
  • • Freelance videography/editing: $800–$1,500/month
  • Total: $2,500–$5,000 initial investment.
  • Initial Revenue Goals:
  • Drop 001: 100 hoodies @ $95 → $9,500 revenue → ~$4,000–$5,000 profit
  • This funds your next drops.

6. LONG-TERM VISION

(12–36 months)

FreeWill as a Cultural Movement

  • Think of Nike's "Just Do It" but grounded in real people, not pro athletes.
  • Future Opportunities:
  • • A Free Will annual conference
  • • A docuseries on Prime Video
  • • A creator accelerator
  • • A global community movement
  • • Collabs with big brands (Nike, Adidas, Lululemon, tech companies)
  • • FreeWill Foundation (granting creators money to bet on themselves)

7. NEXT STEPS

(START NOW)

Week 1

  • • Finalize brand identity
  • • Write a 1-minute brand manifesto
  • • Build landing page
  • • Start posting "Free Will Quotes"
  • • Start filming first 3 stories
  • Week 2–4
  • • Prototype the hoodie
  • • Edit & release first 3 stories
  • • Launch newsletter
  • • Announce Drop 001