GOOD BRiEFS
WE TAKE YOU FROM “WHAT IF” TO “DONE WELL”
WELCOME TO
We apply creativity to environmental and social problems. Creativity in the way we solve them and in the way you communicate.We turn a vision into impactful narrative and actionable strategies. We
imagine a better world, a better business and a better you.
WHY?
We believe that creativity is the most powerful transformational tool
We believe that creativity is simply imagining a world that hasn’t arrived yet.
This is good. You’d agree right?
The problem that we see is creativity being used badly, in poor briefs, to sell more shit that we (and the planet) don’t need. We are all guilty of using creativity badly at one point.
This all starts with the brief. Most briefs add sustainability (environment or social) as an afterthought. We want to build it into the heart of the brief, actually we want to build it into the heart of everything you do.
So, we push back on briefs and develop campaigns with a poke.
01
HOW?
THE WHY
We start at the beginning. We help you develop and articulate your “why”, your purpose. And hey, this is allowed to change. But this is where we start. People don’t buy what you do, they buy why you do it. This is your centre of gravity. We know you’ve probably done this already but we will go back there and check we are still headed in the right direction, that this direction is still relevant and you. We are unapologetically provocative here.
We will ask why of your “why” and look at what sits underneath it. Time spent here is never wasted. Your Why is like fly-paper. In a world where the two biggest challenges are: 1 How do you attract and retain the best talent in the World, and; 2 How do we make more money by selling less stuff; your why needs to attract and retain attention. It needs to be simple, and it needs to be sincere. So we make no apologies about going back here and being a little obstinate.
02
THE BRIEF
What are you trying to do? What do you want to happen? How do you want your customers to feel? We start with the latter of these. The customer has changed and the old ways of defining them (ABC1, the media they read, broad socio-economic categories, or educational level) are all broken or flawed. Increasingly we define “consumers” (we prefer the word citizen) by their beliefs and aspirations as these leak across and between social groups.
So our starting point with the brief is to define the target market in terms of beliefs and aspirations.
We then go on to write the brief, to determine how we want the customer to feel and what we’d like them to think after they’ve experienced the product/service/company. This is a feeling, an emotional response. You won’t get it with facts, you get it with story.
So we will be provocative with the brief. What do you really want to achieve? How does it make the world a better place?
03
THE WORK
We deliver scintillating video, cracking audio (podcasts, interviews, and audio explainers), beautiful branding, amazing events, and future-ready strategy. We bring brands and branding into a regenerative future. We are pro-business and you’re not a business if you’re not making a profit. Therefore our work is as much about helping you become lean and profitable as well as shifting you towards being a regenerative, sustainable and fairer business.
We add purposeful creative to plan, produce and deliver sparkling activations, engaging stories and beautiful brands.
CREATIVE
SCIENCE
VISUALISE
