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A strategic design studio. Melbourne, AU.

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We used to joke about how often we heard the word “unprecedented.” Now, we barely blink. We are living through an era the Cascade Institute defines as a 

: a collision of three or more interacting systemic risks—climate change, economic strain, political instability, social fragmentation—with the power to unravel humanity’s foundations. And that’s not a hypothetical. It’s the reality consumers and brands are navigating every day.

The emotional toll is mounting. Ambient stress has become the default setting. We’re more anxious, less connected, and increasingly disillusioned. According to Ipsos, inflation tops global worries, followed closely by inequality, unemployment, and violence. Across regions, mental health is deteriorating as people cut back on everything from therapy to gym memberships, not out of choice—but necessity.

The Emotional Undercurrent Brands Must Understand

Beneath every purchase, scroll, and brand interaction lies a set of emotional needs shaped by the polycrisis. We’re not just stressed. We’re burnt out. And increasingly, we’re 

 – Day-to-day life feels fragile. From the cost of eggs to the ability to retire.

 – A growing sense of powerlessness, especially in the face of climate and political dysfunction.

 – Financial rage. Social rage. A rising backlash against wealth inequality and corporate indifference.

 – Fraying community ties have left people feeling alone in their struggle.

 – Too many choices, too much content, too little meaning.

This isn’t about doom and gloom for effect—it’s about naming the current. When you name it, you can design for it.

Designing as an Antidote to Cultural Fatigue

In this climate, the brands that win won’t just sell—they’ll soothe. They’ll create relief, restore dignity, and reawaken possibility. That means designing not for dopamine hits, but for emotional durability.

 – Strip away the fog. Consumers crave straightforward pricing, honest claims, and transparent values.

 – Not toxic positivity. But small sparks of joy and levity—glimmers—in the everyday.

 – Ethical shouldn’t be exhausting. Make better choices feel intuitive, not impossible.

 align with how people want to live, not how brands want them to behave.

 – Help people prioritise. Give them tools, not noise.

Brand-building in a polycrisis means shifting from attention-seeking to attunement. These strategies aren’t trends—they’re tools for resilience.

 Nostalgia is more than aesthetic. It’s an anchor. Whether it’s the taste of a childhood snack or the glow of a ‘90s visual palette, grounding rituals help people feel safe in unstable times.

 Forget grand gestures. The most powerful emotional resets are often tiny: the feel of a well-designed package, the scent of a product, a moment of quiet delight. Design for micro-lifts.

 Consumers are rejecting extremes. Wellness today means realistic rituals, mood support, and functional ingredients that work 

 Intentional consumption is on the rise. Shoppers are looking for more than a product—they want alignment with their values, whether that’s circular design, supply chain transparency, or community impact.

 looks like, they’re moving from accumulation to curation. Help them choose wisely. Less, but better.

Design is no longer just about differentiation, it’s about restoration. In a world fraying at the seams, brands must help people feel grounded, seen, and empowered. The future of engagement isn’t louder, faster, shinier. It’s smarter. More sincere. Rooted in a deep understanding of emotional reality.

Brands that embrace this shift (toward clarity, creativity, and care) won’t just survive the polycrisis. They’ll help shape what comes next.

Curious what this looks like in practice?


 for examples of brands already rising to the challenge.

From Polycrisis to Possibility

strategy and strategic thinking are the backbone of everything we do

. We specialise in creating and refining strategies that bring clarity of being and purpose to the brands we collaborate with. For us, strategic thinking isn’t just a step in the process—it’s the driving force behind every concept, design, and decision we make.

, we see them as distinct but deeply interconnected forces that shape a brand's success:

We believe a strong brand begins with clarity—understanding its purpose, essence, and the emotional connection it seeks to create with its audience. Our approach to brand strategy ensures that the brands we work with:

: We define their identity, values, and voice.

: We articulate their purpose and position in the world.

: We craft unique positioning that sets them apart in a crowded market.

This long-term thinking is about more than aesthetics; it’s about creating a brand that is authentic, inspiring, and built to resonate for years to come.

While brand strategy is the foundation, marketing strategy is the activation. It’s about bringing the brand to life through targeted campaigns and tactical initiatives that achieve measurable goals.

We ensure that every marketing strategy we develop:

: Campaigns and messaging are rooted in the brand’s identity and purpose.

: Channels, content, and touchpoints are tailored to the target audience.

: Each initiative is focused on tangible results, whether it’s driving sales, increasing awareness, or building engagement.

What Is the Difference Between Brand Strategy and Marketing Strategy?

 work together, they serve distinct roles. Brand strategy focusses on defining the identity and long-term direction of a brand, while marketing strategy is geared towards achieving short-term goals through specific tactics.

A brand without a clear strategy is just noise. A marketing campaign without strategic grounding risks short-term success but long-term inconsistency. Our role as strategic designers is to unite these elements, ensuring that every activation aligns with the brand’s core identity while driving meaningful results.

At the heart of our obsession with strategy is a simple belief: clarity transforms everything. When a brand is clear on its being and purpose, it’s not just better understood—it’s more impactful, more desirable, and ultimately, more successful.

Let’s create something that doesn’t just look good but works brilliantly. Together, we’ll bring strategy to life in ways that inspire and deliver.

Brand Strategy vs Marketing Strategy: Which Is More Important?

, both strategies are essential, and one cannot thrive without the other. Brand strategy builds a strong foundation, while marketing strategy ensures that foundation reaches the right audience. A brand with a solid identity but no visibility risks being overlooked, while one with strong marketing but a weak identity may attract attention but struggle to foster lasting connections.

Both are necessary for long-term success. Brand strategy ensures consistency and authenticity, while marketing strategy allows a brand to remain agile and responsive to changes. Together, they pave a sustainable path for growth, loyalty, and impact.

Consider Yumi’s ‘Mezze’ range. When the brand sought to enter the premium dip market, they needed more than just new packaging—they needed a 

 that would position them in a new space. Working with Yumi’s, we developed the ‘Gourmet Traveller’ concept, emphasising travel, cultural diversity, and authentic flavours. This 

 positioned ‘Mezze’ not just as a product but as an experience that aligned with global culinary inspiration.

By anchoring the campaign in this theme, Yumi’s established itself as a brand offering a new way to experience familiar foods. The visuals, packaging, and messaging all conveyed a distinct sense of quality and experience, appealing to consumers seeking more than just a snack.

On the marketing side, Yumi’s could execute a campaign to reach new audiences through digital and social media platforms. Using targeted adverts, influencer collaborations, and visually engaging content, they could position the ‘Mezze’ range as the go-to choice for social gatherings, picnics, or any occasion requiring high-quality, flavourful dips.

By leveraging social media, Yumi’s could share the story behind the Mezze range, highlight its alignment with current trends, and cultivate an engaging online presence. Every phase of the 

 would reinforce the ‘Gourmet Traveller’ concept, driving awareness and excitement, ultimately encouraging customers to seek out the product.

Wrapping It Up: Brand and Marketing Strategy Work Together

For a brand to succeed, it needs both a strong identity and an effective plan. Brand strategy creates a clear and lasting foundation, while marketing strategy ensures that foundation reaches the right audience. The two work in tandem: 

 build recognition and loyalty while also attracting new engagement and attention. Together, they form the bedrock for growth, impact, and long-term success.

If your brand or marketing strategy is in need of a shake-up, we'd love a chat.

Brand Strategy vs Marketing Strategy

In the 1950s, a glass of milk at breakfast was more than nutrition. It was a cultural symbol; a sign of wholesomeness, family values, and post-war prosperity. Fast forward to the 1980s and the Diet Coke can had replaced the milk moustache. Suddenly, the drink in your hand wasn’t about nourishment but discipline. Restraint. A way of keeping pace with a culture obsessed with slimness, efficiency, and the 9-to-5 grind.

By the early 2000s, the pendulum swung again. Cold-pressed juices, kombucha in glass bottles, and alkaline water became the status symbols of wellness culture. Here, beverages weren’t about cutting back, they were about adding in. Antioxidants, probiotics, purity. They promised health in liquid form, conveniently bottled for an on-the-go lifestyle.

Fast forward to the here-and-now. The drink in your hand has become even

personal. Nootropic shots for cognitive control. Adaptogen blends for stress. Sparkling prebiotics for gut health. Mood drinks that promise calm in a can. The function is still there, but it’s layered with something deeper: identity. What you sip is no longer just hydration, it’s a form of self-expression.

This historical arc reveals a quiet truth. Beverages have always been mirrors, reflecting the values and pressures of their moment. Milk carried the promise of strength and health. Diet Coke reflected the pressure to maintain appearance and control. Green juice spoke to a culture chasing purity. And today’s “mood beverages” tell us we’re living in an age of overstimulation and flux, where even the smallest rituals are pressed into service as tools of self-regulation.

That’s all fine and well, but the thing we find most fascinating is that these same forces shaping beverage also ripple through every category. The everyday is 

 just ‘everyday’, it’s culture in disguise.

For brands, the opportunity is to recognise these signals early, translate them into meaning, and design with intention. That’s the work we love most: uncovering the patterns behind the products, and helping our clients turn cultural undercurrents into strategic advantage.

Brand Strategy vs Marketing Strategy

The Future is Fluid

From Polycrisis to Possibility