Even in a logical decision, we ask “what will choosing this say about me?”, “how will I feel if I’ve got to defend it?”
That feeling is 70% of our decision making. We help brands understand what defines choice and loyalty in their competitive context to build a reason to be chosen that beats a big reputation and a bigger budget.
That’s how we build brands that matter more.
A very small Strategy & Design consulting studio for emerging and evolving brands
We don't buy what's best on paper
Before anyone starts a rational decisions; identity, risk and social pressures frame every thought. That’s why being the best on paper isn’t enough.
We watch real behaviour, to understand why people do what they do in specific commercial and consumer contexts. Without it, the only guides are composite averages and personal preference.
Brands with their own emotional and social meaning grow twice as fast *, so by creating those internal outcomes first, we’re building with a primary driver of choice, loyalty and brand growth. And we design through the same systematic lens, so the insight that made the strategy is felt clearly in every thing a customer experiences.
We watch real behaviour, to understand why people do what they do in specific commercial and consumer contexts. Without it, the only guides are composite averages and personal preference.
Brands with their own emotional and social meaning grow twice as fast *, so by creating those internal outcomes first, we’re building with a primary driver of choice, loyalty and brand growth. And we design through the same systematic lens, so the insight that made the strategy is felt clearly in every thing a customer experiences.
Featured
MetaWealth
Crypto has created 150,000 new millionaires but 91% of adults are rejecting all the finance and wealth options. A familiar service, radically different experience layer.
What drives brand growth? It isn’t being best on paper
What large-scale brand equity research tell us about how to build high-performing brands
Amorecco
Creating the modern intimacy category that translated perfectly to consumer narrative, to viral moment, to TV; and s*x worth writing about.
Brand
Built signal by signal, from what drives decisions to what makes a brand matter.
Visual Identity
Brand Voice & Feel
Brand Strategy
Naming
Positioning
Brand Architecture
Should a Corporate Have a Feel?
An Insurance Proposal is a legal document, but if due process is where buyers spend the most time with your brand; then the feel of that process will define how you're remembered. If it’s cold and clunky, then what are you?
Onda AI, a cybersecurity insurtech, asked us to design their customer quotation system. The value was created beause our system ensured brokers felt confident, informed and assured, so they kept choosing to present Onda.
Process drove choice. But feel drove loyalty. Loyalty delivered revenue.
Onda AI, a cybersecurity insurtech, asked us to design their customer quotation system. The value was created beause our system ensured brokers felt confident, informed and assured, so they kept choosing to present Onda.
Process drove choice. But feel drove loyalty. Loyalty delivered revenue.
An Emotional System
The pionner of collaborative risk response in insurtech should feel collaborative and connected.
Brand-feel Due Process
Onboarding and Proposal flows mapped to real-world pick up, put down and hand over.
Consistent Precision
From the largest signal to the smallest icon, Brokers see the same credibility and clarity at every customer touchpoint.
Calm, Confident Control
If every element in a risk dashboard is designed to signal it's a priority, then nothing is.
Risk Visualisation
The industry wants always-on urgency, but better decisions are made calm and considered.
Undercurrent of Authority
In a market of interchangeable 2D icons and corporate blues, the rolling waves of the Onda brand quietly signal unmistakable strength.
Feel Tested in Every Channel
The undercurrent of market-mature consistency
Native Admin Layer
Broker-friendly controls, designed to keep the pace in sales flows.
“Every decision is led by emotional and social drivers. Brands need to know what defines choice and loyalty, and create appeal that matters.”
Joey Burrow, Mattermore
Building brands that matter more in tech, finance, consumer and sustainability.
