FEATURED PROJECTS.

Due to the nature of strategy, most projects are covered by NDA.

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BRAND AND DESIGN STRATEGY

An independent consultancy founded on over 25 years experience. Leading teams at the world’s innovative studios — to design better strategy for household names and major enterprise.

London storefront with Nike branding and large digital screens, located on a city street at night.

RETAIL: FLAGSHIP SERVICE STRATEGY

Working with Nike who, while famous for their digital ecosystem, remained mainly analogue in their flagship stores — to design digital-first concepts that solved pain-points and increased basket value.

Prototypes became a foundation for concept stores in Portland and Paris.

  • Future vision for retail and tech

  • Competitive audit and threats

  • In-store observation and insights

  • Journey mapping and design thinking

  • 6X concept development

  • VP presentation

A black and gray Trek road bike with two water bottles mounted on the frame, set against a blurred green outdoor background.

RETAIL: FUTURE OF PERFORMANCE CYCLING

Working with the global design team at Specialized to reconcile the positive impact of cycling with the paradoxes of being a global manufacturer — to develop a new brand proposition and narrative that set the course to a more sustainable future.

  • Cycling culture and trends

  • Building a Net Zero enterprise

  • Principles of human-centred retail

  • Insight and co-design of brand platform

  • Branding of employee engagement program

  • Planning for agile strategy sprints

A person shopping for cereal in a grocery store aisle, viewed from behind, with shelves stocked with various cereal boxes.

ENTERPRISE: GLOBAL BRAND REDESIGN

Consultancy with C-Level stakeholders to refresh the brand system of a major FMCG corporation. Linking their strategy for growth to a new design framework.

Non-disclosure 2025.

  • Competitors and category themes

  • Decode of the enterprise strategy

  • New brand design framework

  • Iterative design experiments

  • MVP design and rollout planning

  • Collaboration with CMO and Chief of Staff

Close-up of dark fabric with abstract, looping, and geometric pattern in blue tones.

BANKING: MIDDLE EAST

Working with a bank in Saudi, who is facing a future of rapid social and economic change — to deliver an enterprise-wide rebrand that signals the next phase of its role in KSA.

Launched in Q2 2024

  • 4Cs audit and stakeholder interviews

  • Research to define pivotal insights

  • Purpose, value proposition and behaviours

  • Workshops and design collaboration

  • Design concepts for new identity

  • Board approval and brand book

Close-up of black cosmetic products, including lipstick, cream jar, and bottles, on a vibrant blue background.

  • Rise of independent beauty

  • Cultural trends and audience insights

  • 5-day hack to decode predator brands

  • Strategy blueprint for purpose and product

  • Playbook for brand publishing

  • SVP and Director presentations

FMCG: ICONIC BEAUTY DISRUPTOR

Running a hack with Dove, who were challenged with rapid loss of value-share to independent brands — to create a roadmap for priority innovation that would maintain category and cultural leadership.

A white coffee mug with a black logo that reads "Paulig Premium Coffee" sits on a wooden counter near a shiny metallic coffee machine.

FMCG: NORDIC FOOD & BEVERAGE

2-year project with Paulig Group, who was facing increasing commoditisation and the rise of speciality producers — to develop category and brand architectures that repositioned the portfolio, and defined opportunities for innovation.

  • Market analysis and competitive audit

  • Trends, local culture and audience needs

  • Scenario development and workshops

  • Category architecture and white spaces

  • Brand architecture for portfolio refresh

  • Design playbook for packaging

Diagram showing the transition from on-premises to analytics cloud with icons representing designer, server, cloud connection, designer cloud, auto insights, machine learning, location intelligence, and app builder.

SAAS ANALYTICS: PATH TO $1BN REVENUE

Keynote speech for the CEO to deliver the new brand vision, positioning and roadmap to the company — the well received opening statement for the annual Revenue Kick-Off for the global product and sales teams.

  • Stakeholder interviews

  • 4Cs analysis and insights

  • Positioning development

  • Statements and proof-points

  • Collaboration with Chief of Staff

A crowded nightclub with people dancing and enjoying a live DJ performance. The scene features colorful laser lights and smoke effects, with exposed brick walls and a lively atmosphere.

MUSIC STREAMING: YOUTH ENGAGEMENT

Partnering with Spotify, who was seeing accelerating use of TikTok to discover and listen to music — to develop new communication platforms, based on insights into youth attitudes and culture.

  • Macro-trend mapping

  • Deep dive into youth culture

  • Themes and pivotal insights

  • Definition of strategic spaces

  • 3X springboards for creative design

  • Director and partner presentation

Orange tram moving through a city at night with illuminated buildings and digital billboards in the background.

FINTECH: SMART CITIES

Consulting for Visa, whose leadership in payments has the potential of delivering on the promise of more liveable cities — to develop a long-term platform for scaling urban mobility.

  • Trends in urban mobility to 2030/50

  • Key issues and rise of MaaS

  • Audience needs and ecosystem

  • Purpose, platform and proposition

  • Role of products and services

  • Driving adoption and sustainability

Colorful, glowing circular tunnel with concentric rings and digital patterning, dark background.

DESIGN STUDIO: NEW STRATEGY PLAYBOOK

Collaborating with a studio, well respected for world-class design, who were struggling to sell their original thinking — to develop a strategy playbook that allowed them to successfully grow, and open new offices in Europe, US and Asia.

  • School report on previous strategy

  • Stakeholder interviews

  • Competitive proposition

  • Strategic process, tools & methods

  • How to write and sell strategy

  • Launch and team training

Pollution from factories with large smoke stacks releasing thick white smoke into the sky.

CLEAN-TECH: LEADER IN CLEAN-TECH

Exploring a future for using AI to decarbonise cities, transport, industry and energy — to define a brand strategy that would take the company to IPO, and define their journey to 2050.

  • Key challenges to planetary boundaries

  • Competitive audit and positioning

  • Audience drivers and shared values

  • Framework with purpose and proposition

  • Workshops to co-design creative platforms

  • CMO and VP presentation

Close-up of a budding green plant in a farm field with more plants and trees in the background.

REGULATED PRODUCTS: SUSTAINABILITY

Partnering with a company facing the existential threat of addressing significant health and sustainability challenges — to develop the framework to communicate key milestones and better align product innovation.

  • Aligned goals and 5-year ESG journey

  • Best-in-class analysis and principles

  • Cultural and behavioural drivers

  • Pivotal insight and creative platforms

  • Cadence for reduced-risk innovation

  • Workshops and agile sprints