how belief becomes practice

A year ago, we changed our proposition. Because it felt true to who we are and where we’re heading.

WE BUILD BRANDS PEOPLE BELIEVE IN.

At the time, it felt right. But like anything that sounds good in a workshop, the real test came afterwards: could we actually live it?

Belief isn’t something you declare. It’s something you earn over time, in the way you work and the choices you make.

There was no big reveal. No launch campaign. No overnight shift. Just a steady process of doing things differently: Listening more. Working more collaboratively, with ourselves and our clients. Choosing the kind of partnerships where belief isn’t just the outcome, it’s the starting point.

• We helped two game studios merge into one brand, building an identity that reflected their shared ways of working while respecting what made each team distinct.
• We created a brand for a new cultural centre at Oxford, one that positioned it not as a finished institution but as a space where culture is shaped in real time.
• And we helped a complex health and science ecosystem build belief in a masterbrand, giving individual teams the tools to lead in their own markets while staying connected to a bigger vision.

In each case, brand helped solve a business challenge. It translated ambition into alignment. Gave people clarity on what to say yes and no to. It shaped momentum that could be felt - internally and out in the world.

We’ve changed too. More upstream. More embedded. More focused on helping teams make decisions with clarity and direction.

Belief isn’t built in one big moment. It’s built in how you challenge “The Challenge”, how you build up an idea and how you support your team when it counts.

It’s in the calls that run over.

The client who keeps asking the right questions.

The moment a team says, “ah yes, that’s us.”

The first time a brand pitches with their new story.

The LinkedIn post that writes itself.

The team rolling it out before you’ve finished the plan.

The first complaint and how the brand holds up under it.

The shift from what do we say? to we know who we are.

A year in, this doesn’t feel like a new proposition. It feels like the standard we hold ourselves to.

And we’re just getting started.