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A small, senior team of brand, business and change strategists — building lovable, sustainable brands for people who can’t afford to get the next chapter wrong.
Eighteen industries. Dozens of cultures. One approach.
You don’t need a roster of agencies to do what a focused team can. We are that team — and we bring the big ones in when you need them.
Two weeks, no deck. Interviews with the people who built it, the people who sell it, and the people who ignore it. We come back with the question behind the brief.
We draw the smallest picture that explains the business — usually a page, never a deck. If a graduate can’t follow it, it’s not simple enough.
Narrative, identity, comms, rituals — whatever the model demands. We staff lean and bring specialists in on the clock, not on retainer.
Most rebrands die in the rollout. We stay through launch, train your team, and hand back a small squad who can do what we do without us.
Four disciplines, one team, orbiting a single question: how does this brand earn the right to keep going?
Positioning, narrative, architecture. The part where we find the truth of your brand — not the version that tests well.
Simple models for complex businesses. Turning instincts into a map the whole team can read.
Naming, identity systems, campaigns, internal comms. Making the strategy visible and repeatable.
Workshops, rituals, rollout plans. Because the brief isn’t the problem — getting 400 people to move together is.
The model tells you what to build. This is what we build. A brand is never just one craft, so we don’t just do one.
Three recent engagements. Ask us to build one for your business.
Africa’s first AVPN-certified Neapolitan pizzeria.
A family-run pizzeria in Cairo that left desk jobs to get the pizza right — imported Italian ingredients, certified Neapolitan ovens, a certified pizzaiola. We built the positioning, identity and retail system that let three Cairo locations speak with one voice, and translated AVPN-grade craft into menus, storefronts and a tone of voice that international press and local regulars recognise on sight.
“Africa’s first certified authentic Neapolitan pizza.”
— Scene Eats
Award-winning artisan bakery from the team behind What the Crust.
The bakery wing of the What the Crust group — sourdough, pastries and Roman-style pizza baked daily in Cairo. Launched delivery-only at the peak of the 2020 lockdown, it now runs its own storefront on the same philosophy the founders live by: great food is the best medium for bringing people together. Premium ingredients, no additives, no preservatives, no shortcuts — the bakery a certified pizzaiola would actually run.
“We believe great food is the best medium through which we can bring people together.”
— The Daily Kneads
We draw on a breadth of industries, languages and backgrounds to build models that flex with your business — not against it. If a model needs a legend, it’s a diagram, not a tool.
You don’t need a roster of agencies; you need a small team with access to big ones. Where we can, we leave behind a squad of your people who can do what we do.
Lovable, sustainable, relevant brands aren’t rocket science. We learned that with other people’s money — and proved it with our own.
Why every change program we’ve rescued failed at the rollout, not the strategy.
Six weeks · February 2026The only diagram we bring to every first meeting, and why it usually ends the meeting.
Four minutes · January 2026Three conversations with founders who decided the old brand was the strategy.
Twelve minutes · November 2025We read everything that comes in. If the fit’s there, you’ll hear from a partner within two working days.