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Building Brands For A New World

We are a boutique consultancy supporting start-ups to build and scale purpose-led brands that drive positive impact.

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Our Brand Model

Our 4B Brand Model supports purpose-led brands that serve the long-term well-being of all people and planet.

Purpose-led brands are:

BIG : they lead the way

BOLD: they challenge the status quo

BRAVE: they live up to what they stand for

BELOVED: they rally a tribe

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Reimagining Marketing

“We cannot solve our problems with the same thinking we used when we created them”.

Albert Einstein

It was in the 1920s that marketing started linking products to feelings and desires, persuading us that products could fulfil an inner void and make us feel happy and successful.

The outcome is the consumption economy that we know and the catastrophic climate and social challenges we are now facing.

A century later, isn’t it time that we used the power of marketing to transform the world?

Discover our framework
The butterfly movements - illustrative video

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Some inspiring examples of purpose-led brands driving positive impact:

In business to save our home planet.

Patagonia is a trailblazer in terms of purpose-led business. Throughout all their actions and communication, their purpose of saving our home planet acts as their North Star. As their CEO, Ryan Gellert has expressed, “Patagonia’s biggest contribution is proving that businesses can exist to do more than maximise the wealth of their owners.”

We are the new identity of Luxury.

iD Genève is disrupting the norms of the Luxury watchmaking industry. By shifting the perception of recycled materials, the brand aims to put Luxury at the centre of the ecological transition, challenging an industry in which the top 1% of income groups contribute to almost 50% of global carbon emissions.

Making chocolate 100% slave free. 

Tony's Chocolonely was founded with the purpose to make all chocolate 100% slave free by disrupting industry supply chains that are currently dominated by a group of chocolate giants. From the irregular slabs of chocolate to their future-proof legal structure for impact companies, Tony's is on a mission to change its industry!


Here is what our clients have to say:

For those of us who are building the purpose-led businesses of the future, business as usual isn’t going to cut it. We have to imagine, experiment with, and create new ways for the well-being economy we are pioneering.

Marketing is an area where this is particularly true. We are not here to simply pressurise customers into buying more stuff. We are here to unleash large scale movements that inspire people to embrace new ways of living, working and leading. Ways that promote true flourishing on this planet.

For that, as Christina says, our brands need to ‘live and breathe’ their purpose. It is not simply about broadcasting ‘buy me’ loudly. It is about being brave enough to stand out boldly as the brand that is leading to new horizons.

To do that you need a partner that gets it – who can bring tremendous experience, gets purpose as an act of visionary leadership and also thinks in fundamentally new ways.

Christina is that partner and is brilliant at what she does.”

Louise LeGat
Founder of the Purpose-Led School