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Curious Strategy

A playful guide to serious brand leadership. Curious strategy is our substack exploring ideas, insights, and provocations from the intersection of culture, creativity, and change. Each piece is written to help brand leaders cut through the noise, think long-term, and move from reacting to shaping.

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On the ‘Silver’ in Silver Spenders
Caitlin Mayance Caitlin Mayance

On the ‘Silver’ in Silver Spenders

The “Silver” in Silver Spenders might conjure to mind a quaint image of 80+ pensioners, geriatrics peering over bi-focals. But it’s not a wholly accurate representation of those in the 50+ demographic today, and it’s important that everyone working with the “Silver Spenders” insight is aware of the interesting choice of wording and its potential for age-related bias.

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Fashion For Every Body
Caitlin Mayance Caitlin Mayance

Fashion For Every Body

Sometimes the best innovations come not from inventing something entirely new, but from reframing an existing industry, product or tool.

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Case in Point

Case Studies
Developing a Cultural Playbook & Plan of Action
Developing a Cultural Playbook & Plan of Action

How do you know which cultural shifts to act on — and which to ignore? For one fashion brand, we built a Cultural Playbook: three concise guides translating macro-to-micro cultural signals into clear, everyday actions for product, marketing, and community.

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Building an on-Brand Content Engine for Growth
Building an on-Brand Content Engine for Growth

Delivered holistic content strategy to strong positive feedback for its immediate impact and seamless integration. Enabled a small team to scale their marketing sustainably - all while staying true to their brand voice.

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Transforming Product Discovery Through Trend Leadership
Transforming Product Discovery Through Trend Leadership

Developing a unified trend destination that achieved 50% weekly return rates and became the platform's most visited page.

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Futureproof: Redesigning for Efficiency and Growth
Futureproof: Redesigning for Efficiency and Growth

From 9 teams to 3 pillars. Redesigning the structure of a fragmented unit into a streamlined team able to support long-term business growth - no matter the direction.

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Real-world examples of change in action. Where strategic thinking meets creative doing — stories of how brands turn uncertainty into opportunity.

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Change starts with a conversation. Let’s talk about what’s next for you.