Scheme creates and runs media brands, consumer products, and tools for growth. We combine editorial instinct, distinctive design, and practical technology to build around what people care about.
From independent watches to improbable wagers. Occasionally, a bird.
Professional headshots for $1, with a bird.
Every other AI headshot service sells the same polished portrait for $29 to $49. We charge a dollar and put a bird in the frame, so the picture is good enough for LinkedIn and odd enough that people ask where it came from. Each shared headshot is an advert we never paid for.
The strangest markets on Kalshi and Polymarket, picked and explained.
Prediction markets put a price on everything from elections to celebrity breakups, and most listings read like a spreadsheet. Dollar Bets picks the genuinely funny ones and writes commentary about the bet. Deciding what deserves attention is most of the product.
A dog show you enter from your phone.
Entry is free. Visitors vote with bones, the show’s own currency, and the leaderboard decides who takes the crown every month. Dogs are the internet’s oldest obsession, and now you have a place to share it.
The growth system we built to run our own platforms and portals.
Postwerks is an ever-growing suite of publishing tools, research, and learning loops. Every Scheme property runs on it, and agencies, creators and founders can now use it to automate and optimise their content output.
how it came about ↓Publications and data products for people with a specific interest.
The strangest prediction markets, picked and explained.
Kalshi and Polymarket prices side by side, from the midterms to awards season.
A magazine of independent watchmaking, with every watch drawn to scale.
A weekly edit of gear for men, from menswear to spirits.
Things people use, share and pay for. SaaS just got sassy.
What we built to run the studio, offered to other businesses.
Experiments and projects in the lab.
Scheme is run by James Lamon, who has spent fifteen years building media brands around what people love: food, football, entertainment, quizzes, and the things they send to friends. Our projects all share one method: find an interest with a real, warm audience, devise a format that will resonate with that audience, then build the distribution and the revenue to match.
Five years ago it wasn’t possible to move at the speed of culture. Now it is. We launch with software in the kit, so a format can be an app, a magazine, a livestream, a contest, or a $1 product. Some of our properties are made to be shared and some are made to be found through search.
Each project benefits from a viral-growth loop in the branding. The headshots are absurd, the watch magazine discerning, and the odds desk precise. What they share is a clear read on what their audience wants, based on verifiable social signals.
Something people already spend hours on, like watches, dogs, gear or prediction markets.
The shape of our output maps onto real user behaviour and white spaces.
Search, sharing, and press to find people. Affiliate, referral, transactions and software to earn.
Running ten properties with a small team meant building our own system for research, writing, publishing and measurement. That system is Postwerks. It writes in each brand’s voice, finds the searches worth answering, and reports back every week on what earned attention.
Each Scheme brand it runs teaches it something the next one uses. We offer it to agencies, creators and founders who want the same capabilities without building them.
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James is a content strategist who spent 15 years building things people want to share. He held leadership roles at BuzzFeed and Footballco. He has launched and scaled dozens of digital brands and franchises, with hundreds of millions of followers and billions in organic video views, and has monetised those brands via advertising, branded content, affiliate, subscription, experiential, strategic consulting, and even print media.
A selected portfolio of brands, shows, and content launched.