Work worth looking at twice.
Because the final design is only half the story.
Listings show what we created, why we created it and the thinking behind the decisions.
These are self-initiated concept projects built to demonstrate strategic and creative thinking, not commissioned client case studies. Each is clearly labelled as such.
The Weave House
A visual identity concept for a modern handloom and textile label rooted in weaving heritage.
Overview. The Weave House is a concept identity project for an imagined handloom and textile label. The brief we set ourselves: build a brand that feels premium and contemporary without losing the craft story behind it.
The Challenge. Textile brands in this space often look either too traditional to feel premium, or too minimal to feel rooted in craft. The identity needed to hold both at once.
The Strategy. We positioned the brand around ‘quiet craft’, the idea that the work speaks through material and detail, not loud branding. Messaging focused on the maker’s process rather than generic ‘handmade’ language.
Creative Direction. A restrained wordmark, a woven-line motif used sparingly across packaging and social templates, and a two-tone palette pulled from natural dyes and indigo.
Execution. Logo system, packaging concept, Instagram grid direction and a content pillar structure built around process, product and people.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
Verde & Vine
A conversion-focused website concept for a plant and home-decor D2C brand.
Overview. Verde & Vine is a concept website built for an imagined plant and home-decor D2C brand, designed to turn casual browsing into add-to-cart behaviour.
The Challenge. Home and plant D2C sites often look beautiful but bury the actual buying decision under too much scrolling before the value is clear.
The Strategy. We restructured the homepage around three questions a first-time visitor actually asks: what is this, is it for me, and can I trust buying it, answered in that order, above the fold where possible.
Creative Direction. Warm, editorial product photography direction (concept only), a clean grid system and a colour-coded care-level tagging system for plants.
Execution. Homepage, category page and product page UX structure, a mobile-first checkout flow map, and on-site copy for key conversion points.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
Kettle & Co.
A launch campaign concept for an independent cafe built around neighbourhood familiarity.
Overview. Kettle & Co. is a concept campaign built for an imagined independent cafe, designed to build a local following in its first 90 days.
The Challenge. New cafes usually launch with a single opening-week push and then go quiet, so awareness fades before regular habits form.
The Strategy. We planned a three-phase campaign, Introduce, Invite, Involve, spacing content and offers to build a habit-forming reason to return, rather than a one-time discount rush.
Creative Direction. A recurring ‘regulars’ visual language across reels and stories, and a simple loyalty-style content series that gave repeat visitors a reason to be featured.
Execution. A 12-week content and ad calendar, Meta Ads targeting structure for the local radius, and a set of reel and static concepts for each campaign phase.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
Studio Forma
A social media management concept for a boutique fitness studio finding its own tone of voice.
Overview. Studio Forma is a concept social media system built for an imagined boutique fitness studio positioned away from generic ‘grind culture’ fitness content.
The Challenge. Boutique fitness studios often compete on the same handful of content formats, transformation photos, generic motivation quotes, which makes them hard to tell apart.
The Strategy. We repositioned the studio’s content around consistency and community over intensity, shifting the content mix away from performance-focused messaging.
Creative Direction. A content pillar system split across coaching insight, member spotlight and studio culture, with a calmer, more editorial visual tone than typical fitness accounts.
Execution. A monthly content calendar, caption and hashtag framework, and a Story-led engagement structure for class bookings.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
Bloom & Batter
A short-form content concept for a home bakery moving from word-of-mouth to online orders.
Overview. Bloom & Batter is a concept content project for an imagined home bakery transitioning from word-of-mouth orders to a structured online presence.
The Challenge. Home-based food businesses often have strong product quality but inconsistent, low-effort content that undersells what they make.
The Strategy. We built the content plan around process and personality, showing the making, not just the finished product, to build the kind of familiarity that drives repeat online orders.
Creative Direction. A recurring ‘behind the counter’ reel format, ingredient-story carousels, and a simple visual identity for order-day promotions.
Execution. A four-week content sprint plan, reel scripts, carousel templates and a simple highlight-cover system for Instagram.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
Northline Interiors
A lead-generation ad concept for a B2B interior fit-out and manufacturing business.
Overview. Northline Interiors is a concept lead-generation project for an imagined B2B interior fit-out and manufacturing business with a long, consideration-heavy sales cycle.
The Challenge. B2B manufacturers often run ads built for impulse-driven consumer behaviour, which mismatches how commercial buyers actually decide.
The Strategy. We shifted the funnel toward a lower-pressure first step, a portfolio download and consultation booking, instead of asking for a purchase decision too early.
Creative Direction. A campaign structure separating awareness content (capability showcases) from conversion content (project outcomes and process clarity).
Execution. Meta and Google Ads campaign structure, a lead-capture landing page outline, and a qualification-focused enquiry form.
Outcome. As a concept project, this has no client-reported results to share, so we leave this honest rather than invent numbers.
We do not start with "what should we post?"
We start with "what are we trying to change?"
That question changes everything, from the message and creative to the channel, campaign and final experience.