Sprints create momentum
Use a sprint when you need one urgent outcome: positioning, a launch site, an AI prototype. Fixed scope, short timeline, clear deliverable.
Projects build the foundation
Rebrands, full websites and GTM launches usually need a project with milestones. You get depth and handover, not just a burst.
Retainers compound what already works
Retainers fit when the foundation exists and you need ongoing content, performance or lifecycle. Starting a retainer before basics are clear often wastes months.