Value proposition

Strategy and innovation agency for challenger brands.
We are creating a better world by making brands more HUMAN.


We are a strategy and innovation agency for challenger brands.

Bonkers and courageous are our favourite people. Empathetic and compassionate are our favourite companies. Bold and impactful are our favourite brands.

What makes us different?
Founded by a renowned consumer psychologist Kate Nightingale we base our work on robust behavioural and business research.
We know that one size does NOT fit all and that all brands and people are unique and so is our work for you.

What we are brilliant at?
We are masters in brand differentiation. Brand strategy pivots and creating new industry leaders are our bread and butter.

How do we do that?
We inherently understand consumer behaviour and can easily predict the future trends.
What's more? We don't stop on strategy but actually get our hands dirty and apply it to design, customer experience and marketing.

Why do we do that?
We believe that brands create our culture and shape human behaviour. We exist to create a better world by making brands more human.

Just some brands we worked with: Klarna, Swarovski, Dowsing & Reynolds, SNUG, Zopa Bank, London Designer Outlet, a few luxury marketplaces and department stores we are not allowed to name and an incredible collection of socially and environmentally impactful start-ups across fashion, food, homeware, accessories, markeplace models and more.

Consumer Behaviour, Behavioural Design, Retail, Hospitality, Hotels, Restaurants, Pop-up Retail, Marketing, Psychology, Consumer Psychology, Customer Experience, Retail Psychology, Store Design, Brand Strategy, Consumer Insight, Innovation, and Brand Community