Strategy

Thinking before making.

Start a project See related work or book a call ›
A woman mapping out a plan on a wall of sticky notes

What's in the room.

A team planning ideas together around a table
01

Creative strategy

The thinking that decides what to make, for whom and why.

ForBrands planning new creative work.
Not forTeams with a locked brief who only need execution.
WhereShanghai in person · Online worldwide
WhyBefore a rebrand, launch or campaign.

What's included

  • Discovery session
  • Audience and market review
  • Creative platform
  • Priorities

How it works

  1. 1Discover
  2. 2Research
  3. 3Define
  4. 4Present
  5. 5Refine

OutcomeA creative platform that guides every piece of work.

A brand presentation on a screen in a meeting room
02

Brand positioning

Defining the space your brand owns in its market.

ForBrands that feel similar to their competitors.
Not forBusinesses still testing whether the idea works.
WhereShanghai in person · Online worldwide
WhyWhen people struggle to explain what makes you different.

What's included

  • Competitor review
  • Positioning statement
  • Value proposition
  • Key messages

How it works

  1. 1Research
  2. 2Workshop
  3. 3Draft
  4. 4Test
  5. 5Finalise

OutcomeA positioning statement and key messages your team can use.

A strategy workshop with notes and sketches on a table
03

Brand strategy

The full foundation: purpose, audience, personality, voice and direction.

ForNew brands and brands going through change.
Not forOne-off campaigns.
WhereShanghai in person · Online worldwide
WhyLaunching, rebranding or entering a new market.

What's included

  • Brand purpose
  • Audience profiles
  • Personality
  • Voice
  • Brand architecture where needed

How it works

  1. 1Discovery
  2. 2Research
  3. 3Workshops
  4. 4Strategy document
  5. 5Presentation

OutcomeA brand strategy document that guides design, content and decisions.

Analytics charts on a laptop screen
04

Brand & social audits

A clear-eyed review of how your brand and channels are performing.

ForBrands with existing channels that feel stuck.
Not forBrands with no channels yet.
WhereShanghai in person · Online worldwide
WhyWhen effort is high and results are unclear.

What's included

  • Brand consistency review
  • Channel review
  • Audience and content analysis
  • Recommendations

How it works

  1. 1Access
  2. 2Review
  3. 3Analysis
  4. 4Report
  5. 5Walkthrough call

OutcomeA prioritised list of fixes and opportunities.

A campaign plan laid out on a wall
05

Campaign strategy

Planning a campaign so the idea, message and channels work together.

ForBrands with a launch, event or seasonal moment.
Not forAlways-on content with no campaign goal.
WhereShanghai in person · Online worldwide
WhyTo make a moment count.

What's included

  • Objectives
  • Audience
  • Core idea
  • Message
  • Channel plan
  • Timeline

How it works

  1. 1Brief
  2. 2Idea development
  3. 3Plan
  4. 4Review
  5. 5Handover

OutcomeA campaign plan ready for production.

A creative director reviewing work on set
06

Creative direction

Setting and guarding the creative vision across a project.

ForProjects with several makers, formats or markets.
Not forSingle small assets.
WhereShanghai in person · Online worldwide
WhyTo keep work consistent and on-brand.

What's included

  • Creative concept
  • Mood and references
  • Direction on shoots and design
  • Quality review

How it works

  1. 1Concept
  2. 2References
  3. 3Briefing makers
  4. 4Reviews
  5. 5Sign-off

OutcomeWork that looks and sounds like one brand.

People from different cultures talking around a table
07

Cultural insight

Understanding how your brand will be read in another culture.

ForBrands entering China, Africa or new international markets.
Not forPurely local campaigns.
WhereShanghai in person · Online worldwide
WhyBefore entering a new market or launching across cultures.

What's included

  • Cultural review of name, visuals and messages
  • Audience insight
  • Recommendations

How it works

  1. 1Brief
  2. 2Review
  3. 3Local input
  4. 4Report
  5. 5Discussion

OutcomeClear guidance on what to keep, adapt or change.

Related work.

Selected projects connected to this room.

A conference table set for a delegation meeting
Cross-border · 2026South African Government & Business DelegationHOAS
Screenshots of social media accounts we manage
Social · 2025 to 202648HFP Shanghai · Social and merch48 Hour Film Project Shanghai

Tell us what you're working on.

Have a project, collaboration, idea or question?

ConnectSubscribe to Substack