We offer three core strategic products: Brand Strategy, Culture Strategy and World-Building.
We start with cultural research and insight, and use it to help brands define what they stand for, where they show up in culture, and how that strategy manifests across campaigns, partnerships, content and experience. Each engagement is tailored, but always designed to create clarity, consistency and long-term meaning.
OUR CORE PRODUCTS
Brand Strategy
For brands building (or rebuilding) their foundations.
We help brands define their purpose, positioning, values and narrative, creating a clear point of view that guides decision-making over time. This work aligns teams internally and ensures the brand behaves consistently, no matter the channel or campaign.
Typically includes:
Brand positioning & narrative
Purpose, values & belief system
Audience definition & priorities
Brand architecture & long-term direction
Culture Strategy
For brands looking to show up meaningfully in culture
We analyse the cultural landscape a brand operates within, including audience behaviour, cultural shifts, category norms and tensions, to define a credible role in culture. This work helps brands understand where they belong, what they have the right to say, and how to participate meaningfully rather than opportunistically.
Typically includes:
Cultural research & mapping
Audience insight & behaviour
Category and competitive context
Cultural territories & strategic role
Clear principles for cultural participation
World Building
For brands looking to bring culture strategy to life
We translate brand and culture strategy into a coherent, recognisable brand world; shaping how the brand shows up across campaigns, partnerships, content, social, community, merch and experience. The goal is consistency, meaning and momentum; so every output builds the same world over time.
Typically includes:
Campaign and platform direction
Partnerships & collaborations
Content and social systems
Community, merch and brand signals
Creative principles across touchpoints
WHERE STRATEGY LIVES
While our work is anchored in these three products, strategy rarely stops neatly at the page. Depending on the brief, our work may extend into:
Audience definition & degmentation
Clarifying who matters most, how they think, and where to focus.
Social & content strategy
Defining how a brand shows up consistently and credibly in everyday culture.
Cultural research & insight
Uncovering the beliefs, behaviours and tensions shaping meaning around a brand.
Partnerships & collaboration strategy
identifying who to work with, why it makes sense, and what it signals.
Campaign & pitch strategy
Shaping clear, culturally grounded platforms that travel well across channels.
Workshops & facilitation
aligning teams around shared understanding, decisions and direction.
Testimonials
Lucinda is a gem—smart, strategic and plugged into culture. She worked with me on a complex fashion project—bringing strong audience insight and discerning fashion knowledge.
Nicola Davies
Head of Strategy, Exposure
Loved working with Lucinda on a couple of US projects. Her positive attitude, reliability and smart thinking were key to getting to ideas quickly and efficiently.
She brings focus to the strategy and the creative, always striving to help make the work the best it can be. A true passionate team player.