Curious
The antidote to doomscrolling.
Curious is our substack exploring ideas, insights, and prompts across 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.
Experience Design, Back to Basics and A New Vision for Masculinity
Signals on designing inclusive and meaningful experiences, designing for word-of-mouth and tactility, and what Gen-Alpha really want in male role models.
Entertainer Brands
Entertainment doesn't necessarily require massive budgets or major personalities. But as a strategy, it has much more potential to integrate across your business than you may realise.
Work in Progress with Lydia Brearley
“There’s so much going on in the wider context of the world, it’s easy to get overwhelmed and just carry on doing what you’ve always done.”
What is Brand Foresight? And Why Creative Brands Need It Now
Sitting at the intersection of cultural intelligence, strategic thinking and scenario planning, Brand Foresight is the difference between a brand that anticipates change and one that scrambles to respond to it.
Work in Progress with Anu Lingala
“It’s a signal that we may finally be reaching a real inflection point in our relationship with social media.”
Joy is The Moat, Circularity First and Going Deeper Offline
Signals on reclaiming joy, designing for circularity not extraction and getting offline to create the things you wish existed.
Work in Progress with Charlotte Rubesa
“It's the first physical 'thing' I've ever made, there's something deeply satisfying about holding an idea in your hands.”
The Only Thing More Powerful than Hate is Love
That’s what creativity is supposed to do: remind us we’re not alone in all this.
Benito Bowl, Spotify the Bookshop and Real Connections
Signals on reclaiming joy, designing for connection not extraction and getting offline to create the things you wish existed.
Work in Progress with Alison Feldmann
“We are deeply social animals who want to do good work, with people we enjoy, and be fairly compensated.”
Action Not Apathy
It’s easy to get stuck, wheels-spinning just critiquing broken systems forever, but real progress and forward action comes from imagining alternatives…and building them. Messy, imperfect and bit by bit as they are.
Work in Progress with Phoebe Dodds
I wish people were able to have more fun, because we spend so much of our lives working, and we might as well enjoy it.
Ambient Uncertainty, Scroll Stopping and Big Fire Horse Energy
When trust is on the floor it means it’s now the most important thing. Trust is now the competitive advantage.
One Day, Everyone Will Have Always Been Against This
Real change rarely comes from fighting old structures alone. It comes from designing new ones.
Work in Progress with Kaitlyn Davies
Working on the computer should be in service of working off the computer!
No More Nostalgia and Restraint in the Real World
Do less, but better. Discernment and 2026 as the year of experiential marketing was a common theme at Web Summit last year. This is the time for meaningful, tangible ways people can get involved with your brand. Strike now.
Work in Progress with Dagmara Reczka
“As the resident introvert, my New Year’s mantra is “the price of community is your own inconvenience” and I love seeing this sentiment echoed in more and more digital content and conversations around me. “
From Pessimism to Possibility and Competence as Escapism
From aestheticising decline to craving basic competence, these three cultural tensions reveal where imagination is breaking down - and where opportunity is might just be forming.
Change is Always Possible
Change feels impossible until it isn’t.
Lately exploring why pessimism isn’t realism, how culture is craving competence and intention, and why imagining better futures is still a strategic act.
The Intention Economy, Continuity > Novelty and Brotox
Our weekly look at three curious points of tension, plus positive ideas for what to do moving forward.
Case in Point
Real work. Real outcomes.
Case studies of how we’ve helped brands and teams move from uncertainty to action.
Get in Touch
Better futures begin with a conversation. Let’s discuss what’s next for you.