Marina Bay Sands

We partnered with Marina Bay Sands to shape the vision for their new world-class luxury spa, set to open in 2026. This future-facing strategy project involved in-depth expert interviews, cultural trend analysis, and a comprehensive competitor audit to define the white space and guiding principles for the offering. We explored everything from evolving wellness behaviours and shifting beauty standards to emerging rituals and sensorial design, delivering a suite of creative opportunities and strategic foundations to inform the brand, experience and architectural brief.

PROJECT: Luxury Wellness in Asia Report
CLIENT: Marina Bay Sands
YEAR: February 2025 
LOCATION: Asia
SCOPE: Insights Report

Cash App

We developed a 360 campaign for Cash App designed to take control of the brand narrative and shift deep-rooted perceptions. The truth was clear: while Cash App had significant organic traction, it also had a trust problem. It was widely seen as a tool for small, casual transactions—or worse, associated with scammers and bad actors. In a category where trust is traditionally built through legacy and heritage, Cash App had none of that. But what it did have was cultural relevance. Our strategy was to lean in, not out—to embrace and elevate the brand’s authentic role in culture rather than sanitize it. We built a campaign that celebrated the ways real people were already using Cash App, spotlighting the creativity, resourcefulness, and community at its core. By reframing what credibility looks like in finance, we helped Cash App own its difference, not apologize for it.

PROJECT: Trust Campaign
CLIENT: Cash App
YEAR: September 2024
LOCATION: North America
SCOPE: Campaign Launch Strategy

Thorne

We developed the strategy for the launch of Thorne’s new Advanced Testosterone Support supplement, positioning it not as a quick fix, but as part of a longer journey toward better living. Rooted in the belief that we’re not just selling supplements—we’re selling a happier, healthier, and longer life—the work reframed performance and vitality as a reflection of overall wellbeing, not just hormone levels. The result was a more human, more aspirational approach to men's health.

PROJECT: Product launch campaign
CLIENT: Thorne
YEAR: November 2024
LOCATION: North America
SCOPE: Campaign Strategy
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Atlas

We developed the brand strategy for Atlas, a new wearable tech company at the intersection of neuroscience and wellness. Our work included naming, brand positioning, and tone of voice—designed to reflect Atlas’s mission to help people live with more clarity, focus, and intention. The result is a brand that feels intelligent, human, and quietly powerful—built to resonate with high-performing individuals seeking both insight and balance.

PROJECT: Brand Strategy 
CLIENT: Atlas
YEAR: October 2024
LOCATION: North America
SCOPE: Brand Strategy

ArtScience Museum

We were tasked by the ArtScience Museum in Singapore to lead a full brand overhaul, beginning with the development of a distinct and future-facing brand strategy. To inform the work, we conducted in-depth stakeholder and expert interviews, alongside extensive desk research. This process shaped a new brand positioning, vision, mission, values, tone of voice, and look and feel—redefining the identity of one of Singapore’s most iconic cultural institutions.

PROJECT: Brand Strategy 
CLIENT: Art Science Museum
YEAR: October 2024
LOCATION: Singapore
SCOPE: Brand Strategy

Chandon

We led a global communications audit and channel strategy for Chandon, designed to bring greater consistency and cultural relevance to the brand’s presence across key markets. This included in-depth interviews with local teams in Brazil, Argentina, Australia, and North America, as well as a synthesis of existing market research and brand documentation. We audited all channel communications—owned, earned, and paid—across regions, conducted a category competitor review, and delivered a clear strategy rooted in audience insight, channel priorities, and global-local alignment. As part of this, we also mapped and sized key target audiences to help guide future planning and activation.

PROJECT: Global Channel Strategy
CLIENT: Möet Chandon
YEAR: September 2024
LOCATION: Global
SCOPE: Global Channel strategy

Marina Bay Sands

We led the launch strategy for the new Marina Bay Sands brand repositioning, crafting a narrative that redefined the brand’s cultural relevance across the region. As part of this, we developed a channel strategy and collaborated with acclaimed director Celine Song on a striking launch film that brought the new positioning to life.

PROJECT: Brand Relaunch
CLIENT: Marina Bay Sands
YEAR: June 2024
LOCATION: Singapore
SCOPE: Campaign Launch Strategy

Amazon Music

Sibling Studio partnered with Amazon Music to help define a sharper brand positioning in a competitive streaming landscape. Through strategic workshops, cultural insight, and audience research, we helped the team articulate a clear point of view on fandoms—reframing them not just as passive listeners, but as active, expressive communities that shape music culture in real time.

PROJECT: Fan Groups Strategy
CLIENT: Amazon Music
YEAR: June 2024
LOCATION: Singapore
SCOPE: Campaign Launch Strategy

Fat Face

​We developed the strategy for Fat Face's 2024 Christmas campaign, "It's a Wonderful Gift," focusing on engaging Generation X women—a demographic often overlooked by brands and marketing. Recognizing their appreciation for quality and longevity, we positioned FatFace's offerings as timeless gifts that endure through generations. This strategy was brought to life in a heartwarming film directed by Kemi Anna Adeeko, showcasing a family's shared use of a cherished FatFace cardigan over the course of a year. The narrative highlighted the cardigan's journey from mother to various family members, culminating in each receiving their own FatFace knitwear the following Christmas. This approach not only resonated with Gen X women but also reinforced FatFace's "Made for Life" ethos, emphasizing the lasting value of their products.

PROJECT: Christmas 2024 Campaign
CLIENT: FatFace
YEAR: 2024
LOCATION: London
SCOPE: Creative Strategy

Pepsi

​We developed the strategy for Pepsi MAX's 2024 Christmas campaign, "Everything Else Can Wait... It's Christmas After All," emphasizing the joy of prioritizing festive moments over everyday obligations. This approach positioned Pepsi MAX as an ally in embracing the holiday spirit, encouraging consumers to set aside routine tasks and fully engage in the season's celebrations. The campaign was brought to life through a 60-second TV commercial, soundtracked by Poppy Adjudha's remix of "It's Beginning to Look a Lot Like Christmas," illustrating the liberation of postponing work, workouts, and studies in favor of holiday enjoyment. 

PROJECT: Christmas 2024 Campaign
CLIENT: Pepsi
YEAR: 2024
LOCATION: London
SCOPE: Creative Strategy

Bumble

We created a Gen Z-focused strategy playbook for Bumble, positioning it as the go-to dating app for women in a crowded and increasingly chaotic market. Rooted in the cultural context of 2023, we tapped into rising Gen Z themes of manifesting and modern spirituality to reframe dating as an act of self-belief and intentionality—not just swiping. The strategy was designed to spark conversation around a more empowered, intuitive way to date, helping Bumble stand out with a message that felt both culturally relevant and emotionally resonant.

PROJECT: Gen Z Playbook
CLIENT: Bumble
YEAR: 2024
LOCATION: London
SCOPE: Playbook

Beauty Bay

We developed the digital campaign strategy to reintroduce Beauty Bay to a new generation of Gen Z consumers. The goal was to re-establish the brand as the go-to destination for the beauty-obsessed by tapping into the language and behaviour of online fandoms. Rooted in insight around how Gen Z expresses identity, loyalty, and passion, the strategy positioned Beauty Bay not just as a retailer, but as a community for those who live and breathe beauty. Through this lens, we crafted a bold, culturally literate campaign designed to cut through the noise of the category and drive meaningful brand reappraisal.

PROJECT: Brand Campaign
CLIENT: Beauty Bay
YEAR: 2023
LOCATION: UK
SCOPE: Campaign StrategY

Lego

We ran a team immersion day with the LEGO team to explore the evolving codes of "play" for Gen Z. The session unpacked the wider context of Gen Z culture—highlighting the paradoxes that define the generation—and examined how brands can show up in ways that feel relevant, respectful, and creatively aligned. Through cultural insight, case studies, and discussion, we helped the team build a deeper understanding of what play means today and how to connect meaningfully with a generation rewriting the rules.

PROJECT: Gen Z Workshop
CLIENT: Lego
YEAR: 2023
LOCATION: London
SCOPE: Facilitating and moderating a team workshop

Havana Club

We facilitated a bespoke workshop with Havana Club’s UK and European teams, exploring the tension between heritage and modernity in brand marketing. The session was designed to help the team navigate how a legacy brand can remain culturally relevant without losing its identity. Through a mix of provocations, case studies, and collaborative exercises, we unpacked how heritage can be reinterpreted for new audiences—bridging the gap between tradition and today’s culture. The outcome was a set of actionable principles to guide future campaigns and communications across markets.

PROJECT: Hype vs Heritage Workshop
CLIENT: Havana Club
YEAR: 2023
LOCATION: London
SCOPE: Facilitating and moderating a team workshop