Brand strategy is structural. We open-source the tools that prove it.
This is the public face of Petrichor Projects on GitHub. The work we do is mostly with founders behind closed doors. The work we publish here is the methodology made executable.
→ taste. distribution. high agency.
We ship four kinds of repos. None of them are courses. None of them gate the value.
Diagnostics. Free interactive scorecards that diagnose where a founder's positioning is decaying, where their TAM is fiction, where their narrative cracks under pressure. Embed them on your site. Take them yourself.
Schemas. Brand-fact schemas, llms.txt patterns, structured-data templates that surface companies cleanly to AI search engines. We use these on every site we build.
Playbooks. Methodology reference repos: relevancy engineering, category gravity, narrative locks. The stuff we'd hand a founder on day one of an engagement, written in markdown so you can fork it.
Field reports. Public teardowns of brand decisions in the wild. Why Jason Day's outfit at The Masters was an earned-media masterclass. Why most rebrand announcements bury the lede. We write these so the methodology shows itself rather than gets explained.
Three structural legs. Most founders have one at best.
- Authentic core — identity without an off switch. The cowboy who wears boots to 7-Eleven. The UES housewife who wears fur to a court date.
- Category ownership — defining the lane before someone else does. Competitors reference you. You do not reference them.
- Distribution mastery — getting the right message in front of people who actually care. Channel choice is positioning. Placing a $45k consulting service on TikTok signals something different than placing it in the Founder Forum at TED.
All three present at once, or growth flatlines and you blame the tactic.
Post-funding founders. Seed through Series B. The messy middle between product-market fit and category leadership.
Not brand agencies. Not PR firms. Not reputation management. Relevancy engineering is structural. The deliverable is a three-leg architecture you can run a business on for years, not a campaign that stops accruing value when billing stops.
If that sounds like the work you need, the door is at petrichorgrowth.com.
- Website: petrichorgrowth.com
- Brand facts (canonical): petrichorgrowth.com/brand-facts
- Founder: Philipp Rimmler on LinkedIn
- Crunchbase: Petrichor Projects LLC
- Newsletter: Category Gravity
Most repos here ship under MIT. Some ship under CC-BY-4.0 (for content/playbooks where attribution matters). License lives in each repo. Read it.
Word up.