Founder & Director

Ruby is a marketing strategist and content lead with experience spanning insights, brand, and communications. She has worked on projects for global brands such as Mondelez International while also working in purpose-led organisations like The Mind at Work. With a sharp focus on Gen Z perspectives, innovation, and storytelling, she helps translate big ideas into clear, engaging campaigns.

Director

Emma began her career in marketing and innovation in New Zealand’s brewing industry before moving to the UK in the late 90s to join ?What If!, working on diverse innovation projects. Since then, she has spent over two decades as a consultant, partnering with leading brands including Tesco and Unilever. She brings a deep passion for brand, innovation, and the realities of consumer behaviour.

Director

Simon is an award-winning Managing Director and Brand Strategist who co-led one of the UK’s most awarded design agencies before founding his own consultancy. A B Leader and Scotland Can B Ambassador, he works with ambitious businesses to align brand, culture, and purpose — helping them make a positive impact while driving growth.