See our super work

Superpowered brands.
See our super work.

Strategy, creative and delivery that superpower brands and business. Featured work first, then the full archive, direct and agency, filterable by industry, expertise and project type.

01 · Propel Tech

A new name. A business propelled forward.

A full brand discovery, renaming and creative for a 15-year-old tech consultancy, plus ongoing hands-on marketing: white papers, reports, SEO guides and social.

Read the case study →

02 · The Vending People

13 brands. One powerful identity.

Consolidating 13 regional vending businesses into one distinctive national brand, with a clear proposition built on the insight of people delivering to people.

Read the case study →

03 · CIRCOLL

A circular brand, born from scratch.

Name, vision, values, creative, photography and launch marketing for a pioneering sustainable underlay brand going direct to consumer.

Read the case study →

04 · Anglo Technical Textiles

Built on heritage. Positioned for the future.

A brand review and refresh turning decades of technical expertise into a confident proposition, tone of voice, photography and a new website, written and delivered from strategy to launch.

Read the case study →

05 · A leading UK council

A clearer civic identity. A consistent voice.

Research, colleague engagement and leadership workshops shaping a civic brand proposition, values and messaging framework, supported by communications strategy and colleague training.

Read the case study →

06 · Black Lab

The Digital Change Makers.

A differentiated position, vision and brand DNA to take a growing SEO agency to the next level.

Read the case study →

07 · Prime Systems

First for safety systems.

A brand refresh rooted in research and heritage, delivering a new identity, visual system and website for a safety brand facing new competitors.

Read the case study →

08 · Saffron Building Society

Relevant relationships, renewed.

A new brand position, Brand DNA and integrated strategy from branch to online, helping a building society reconnect with its customers.

Visit Saffron Building Society →

09 · Candlelighters

Messages that move supporters.

A fundraising, donor and messaging strategy for a regional children’s cancer charity, prioritising the audiences and asks that matter most.

Read the case study →

More super work

All projects.

Showing 29 of 29 case studies

Direct projects

Work Sally delivered directly for clients.

Creating a new sustainable underlay brand

Ango Recycling · CIRCOLL

Challenge: Ango Recycling has a long history of diverting textiles away from landfill. They manufacture over 150 sustainable products supplying many industries.
Thinking: As pioneers in creating sustainable underlay, they needed to create a new D2C brand — this was something entirely new for them. The process included creating a brand name, creating a vision, mission and values that represent the founder’s focus on giving back to the manufacturing industry and positively adding to the circular economy. CIRCOLL was born, following research and liaison with key retailers where the brand will be launched.
Impact: Think Collectiv delivered all strategy, creative, photography and marketing to support the launch and continue to advise.

www.circoll.com →

Making places and spaces safer

Prime Systems

Challenge: Think Collectiv was commissioned to refresh the Prime Systems brand, a successful health and safety brand that was losing out to new competitors.
Thinking: Sally’s work included a full brand discovery, market research, customer interviews, and competitor reviews, leading to a new focus on preparing for tomorrow, making places and spaces safer, leaning into history and “Being the First for Safety Systems”. All aspects from vision, mission, values, creative work and new website were managed by the Think Collectiv team.
Impact: The refresh resulted in a fresh look, featuring an updated colour palette, a modern logo, and a cohesive visual system.

www.prime-systems.net →

Creating a new vending brand

The Vending People

Challenge: Think Collectiv was tasked with creating a new brand — The Vending People — covering positioning and identity for a vending company merging 13 regional brands, as well as all strategic work.
Thinking: Sally recommended, briefed and managed creative and website development. A 12-week Brand Enlightenment programme was undertaken by Think Collectiv, with quantitative and qualitative research, a senior board workshop, creative delivery, comms planning, vision, mission, purpose, values and manifesto creation all being delivered as part of the scope, alongside name creation and brand launch strategy.
Impact: The insight of people delivering to people was a key focus that delivered an edge for the new brand positioning — it informed the name, personality and the core USP of the brand.

www.thevendingpeople.co.uk →

Premium corporate letting brand strategy

Boultbee Brooks · Studio Space

Challenge: Property owner Boultbee Brooks needed a brand strategy for Studio Space, a completely new direct-to-market commercial property brand. Over 6 weeks, working closely with the design agency and the MD of the new business, Sally delivered a brand strategy workshop, messaging and communications planning, SEO partner advice, and copywriting services.
Thinking: A new vision, mission, values, and purpose were honed from research and workshop outputs. The output that resulted from the strategy was strong and uncompromising. The message that better work starts with better space was born.
Impact: Studio Space was created around a core belief that ‘Better Work starts with Better Space’.

www.studio.space →

Putting change at the heart of SEO

Black Lab

Challenge: Think Collectiv worked with the founder and senior management team to support the next stage of their growth strategy — the founder and senior team had built a strong business and following 3 years of hard work were ready to take the business to the next level.
Thinking: Brand strategy, and clarity around vision, mission and critically identifying a differentiated and meaningful position was the focus of Sally’s work — driving a new position of The Digital Change Makers and a vision and mission forged from Black Lab’s commitment to doing digital and SEO better, making a positive change for the sector and for clients.
Impact: Full brand DNA, creative briefing and management led to an exciting and differentiated brand position.

www.blacklabdigital.co.uk →

Full rebrand, renaming and business consultancy

PACE IT · Propel Tech

Challenge: PACE IT were a well-established UK-wide technology consultancy business. They had grown over 15 years and were at a point of wanting to move to the next level.
Thinking: They commissioned Think Collectiv to undertake a full brand review and brand discovery, working closely with the owners and the leadership team to define the brand messaging, establish the creative and name, and set out the foundations of the brand message to move the business forward. A new position built on the business’s drive to use technology to move business forward in a changing world was established. The name Propel Tech was selected to encapsulate the outcome-led focus they have as a team and the difference their technical solutions make. As well as brand strategy, Think Collectiv delivered all naming and creative, and now oversees ongoing marketing strategies.
Impact: Delivery stays hands-on: thought leadership white papers, survey reports, SEO guides, website messaging and social creative, all developed directly by Sally.

www.propeltech.co.uk →

Creating the right message for a sustainable start-up

JoHeath

Challenge: Think Collectiv collaborated closely with founder Jo Heath to define the vision, mission, and values of her sustainable luxury brand, JoHeath.
Thinking: With extensive experience in the luxury leather goods sector, Jo was determined to create a brand that prioritises sustainability and respects both the environment and the well-being of animals and people.
Impact: Through a series of focused sessions, Think Collectiv helped refine and articulate Jo’s personal aspirations, capturing the core essence of the brand.

www.joheath.com →

Progressing recruitment

MET

Challenge: Working with the founder of MET, Think Collectiv developed a brand positioning of an expert regional marketing recruitment partner — developing their brand messaging and managing the creative process to update their website, social media strategy and all imagery across the website.
Thinking: A new focus on progressing people and progressing business was established, and 4 key pillars underpinned how they worked and the difference they delivered. Internally, a plan for how to live by their values was created. Creative management of a new look and feel and a new colour palette was managed by Think Collectiv, as was the onboarding of a social media partner.
Impact: A social media and marketing plan was developed and overseen, and all third parties were managed to ensure best practice and best outputs for the business.

www.metmarketing.co.uk →

Internal brand creation engaging IPF employees

IPF

Challenge: 4 million customers across 11 international markets.
Thinking: Its vision is to make a difference in the everyday lives of customers by providing simple and personalised financial solutions. Via a programme of interviews with internal stakeholders and in-region research, ASPIRE was developed as the core management development programme to empower staff. The internal brand focused on the ripple effect — do one good thing and a ripple effect occurs.
Impact: A brand film was developed for markets to bring together all regions behind one simple vision, and a portal was created to attract global graduates.

www.ipfin.co.uk →

Developing a start-up brand

BE GLAM

Challenge: Working closely with the founder of BE GLAM, Sally developed a clear strategy for marketing and communications.
Thinking: This involved a full review of existing communications, developing a clear messaging hierarchy and key strands for the business to communicate, to ensure that it could promote itself effectively and as a valid business opportunity to prospective consultants.

Civic brand values and internal values development

A leading UK council

Challenge: A leading UK council wanted to strengthen its civic identity, defining its role and value independently of the wider place brand.
Thinking: Sally delivered a comprehensive research and engagement programme, combining communications audits, colleague research, leadership workshops and community engagement. Working with senior leaders, frontline teams and diverse communities, Sally explored perceptions, expectations and opportunities to build trust. The findings shaped a clear civic brand proposition, values and messaging framework, supported by an internal and external communications strategy, tone of voice guidelines and colleague training.
Impact: The outcome: a practical, research-led brand framework giving the council a clearer identity, consistent voice and stronger foundations for engagement.

Candlelighters messaging strategy

Candlelighters

Challenge: Candlelighters is a powerful regional cancer charity that supports young children and their families going through cancer.
Thinking: Sally worked with them to develop a fundraising and donor strategy and messaging strategy for their newsletter, delivering a workshop and resulting communication strategy and cadence across fundraising, sponsorship and donor asks.
Impact: Across regular giving and legacy, this encompassed reviewing current audiences and data and segmentation to suggest priority segments and priority messages for the charity.

www.candlelighters.org.uk →

Anglo Technical Textiles — Building on Heritage. Positioned for the Future.

Anglo Technical Textiles

Challenge: Working directly with Anglo Technical Textiles, Sally led a comprehensive brand review and refresh, building on the company’s heritage, technical expertise and established strengths to create a distinctive, compelling proposition for the future.
Thinking: From developing the brand strategy, positioning and tone of voice through to commissioning photography, directing creative development and overseeing the new website, Sally managed the project from strategy to delivery, including writing the website content. The result was a more confident, cohesive brand with a clearer story, stronger positioning and a contemporary digital presence that better communicates the value of the business.
Impact: Delivery was direct throughout — brand strategy, tone of voice, website structure and full website copywriting.

Agency freelance senior strategy projects

Working as senior consultant, head of strategy and strategic planner, Sally has worked on a number of notable brand marketing and communication strategic projects. A number of which are detailed below.

Giving Grand Central wings

Grand Central Rail · with Home

Challenge: Grand Central Train needed to develop a unique marketing identity that communicated its core purpose of supporting underserved communities with train services that connect more of the UK with affordable train services to desirable cities across the UK.
Thinking: The core strategy focused on making the people who travel and work for Grand Central the hero — connecting people with the opportunity train travel offers and creating awareness via local media to drive engagement.
Impact: The creative delivery used aspects of the branding.

Grand Central Rail · with Home work example 2

www.grandcentralrail.com →

ASDA Mobile — a new PAYG proposition

ASDA Mobile · with Creode

Challenge: Working with the lead creative agency Creode, Sally developed the brand positioning for ASDA Mobile.
Thinking: Shift from ‘no contract no limits’, to a more appealing and relevant brand proposition. Sally identified an opportunity for the proposition to leverage trust from Vodafone (but not explicitly mention the brand) — they have the biggest network; remind customers that Asda is by your side, solving problems and helping them keep on top of things; reinforce the trust Asda mums put in Asda for their family needs; and assure them that with Asda, they ‘Spend Well’. The resulting proposition focused on MORE MOBILE — Asda Mobile offers more bundles, more flexibility, and more service.
Impact: Life’s busy, so Asda make a big deal more out of making your life a little easier.

ASDA Mobile · with Creode work example 2

Global CRO merger brand DNA and naming

Caidya · with RAmarketing

Challenge: Working as part of the RAmarketing team, Sally worked as the lead brand strategist on a project to merge 2 global clinical research brands to create Caidya.
Thinking: Brand research and internal workshops, followed by detailed analysis and creation of a new brand positioning and DNA focused on the freedom that great clinical research offers and the exceptional ownership mindset and depth of expertise and knowledge that dMed and Clinipace offered — and they came together as one.
Impact: Caidya was born.

Read the announcement →

Creating an e-bike brand for a city to thrive

City e-bike scheme · with Magpie Agency

Challenge: A leading northern city was looking to launch an e-bike service across the city.
Thinking: To do this, they wanted to create a brand that appealed to a wide range of possible users, build on the city branding and overcome some of the possible barriers to using an e-bike. A series of workshops was delivered with a wide range of possible users to establish existing perceptions of bikes, barriers to usage, and needs.
Impact: Working with Magpie Agency, this set the foundations, and Sally created the brand personality, vision, mission, values, and a central idea to guide the creative team in managing the look and feel development, name, and proposition for the new scheme.

See the scheme →

B2B accounting brand strategy

Optionis · Caroola · with Creode

Challenge: One of the largest UK providers of accounting and umbrella services had grown by acquisition, with over 12 brands within their portfolio.
Thinking: The question was how to continue to grow, how to use the brands to increase value, and whether there was any brand equity to be mindful of. A 12-week discovery involving brand workshops, depth interviews, customer and prospect surveys, competitor review and cultural listening followed. The resulting recommended strategy was to ensure that share of voice was bigger than share of market to support growth ambitions, and to move from a house of brands to a branded house framework.
Impact: As a result, Optionis rebranded to a single branded house — Caroola.

Creating a furniture retail brand

Adjustamatic · with Cheetham Bell

Challenge: Adjustamatic are the UK’s largest maker of adjustable beds. With an enviable direct sales force, they wanted to create a furniture retail brand: from their heritage as a direct business they had started to open stores in key areas, but footfall was not as high as anticipated.
Thinking: A full strategy piece including customer research, creative testing and competitor analysis was delivered. Insights suggested that we all want to live our best life, regardless of age, and sleep is a key part of this. A new brand position of “Comfort you control” was developed to tap into the product USP, and a campaign that focused on the benefits of a zero gravity sleeping position was launched. Data-driven marketing was deployed to target a new core audience of “life enhancers”.
Impact: Creative teams developed a new look and feel, evolved logo and messaging.

www.adjustamatic-bed.co.uk →

Corporate giving messaging — arts

British Council Arts · with True North

Challenge: The British Council Arts team needed to develop distinct fundraising propositions for its corporate givers.
Thinking: British Council Arts projects span a wide range of programmes and are complex, with proposition development requirements built on human needs and beliefs. Sally worked with the senior Arts team, researched arts charity corporate gifting online and conducted depth interviews with charities. From this research Sally developed fundraising propositions for the 6 key Arts areas, which were tested and checked in a 1-day workshop with the senior fundraising team to pull out the needs and wants of potential corporate givers.
Impact: The output was 6 key positioning statements to start fundraising action and create a long-term fundraising plan.

British Council Arts · with True North work example 2

Creating FMCG category standout

John West · with Cheetham Bell

Challenge: John West was under threat from own-label copycats; its no-drain tins had lost market share as supermarkets launched versions to compete.
Thinking: To innovate, it wanted to get tuna out of the back of the cupboard and into the chilled and ambient on-the-go food section. The fridge pot was launched — the campaign focused on getting tuna out of the back of the cupboard and into the fridge, creating a fresher and more convenient feel for the new product.
Impact: The campaign focused on usage occasions and the ease of the new format, showing the product in the fridge as opposed to the cupboard.

Training development and delivery

Jet2 · with Home

Challenge: Jet2 are one of the UK’s leading travel companies.
Thinking: Working with the agency team, Sally developed a bespoke creative brief writing training programme for the team. This was run in a half-day workshop and then over a number of follow-up sessions with the team; specific resources, a new creative brief and internal client training were delivered. The training sessions were well reviewed, with significant improvements in briefing following the sessions.
Impact: This training has also been successfully run with young people studying to join the creative sector and with agency teams.

Connecting with bakers — FMCG marketing and content strategy

Dr. Oetker · with Cheetham Bell

Challenge: Dr. Oetker is a leading baking brand in the UK.
Thinking: Commercially, the goal was to get more bakers connecting with Dr. Oetker products for every bake. Working with creative agency Cheetham Bell, Think Collectiv reviewed research, conducted its own, reframed the brand and created a new brand DNA — built on the insight that baking is a creative act filled with care and craft. Along a bake, a baker experiences many emotions and highs and lows: creating, crafting, anticipation, worrying, focusing and trying. Sally used this insight to reposition Dr.
Impact: Oetker with a new purpose of “Together we make the bake” and a campaign focus to connect to all bakers: “Get that baking feeling”.

B2B communications that build preference

Together · with True North

Challenge: Together is a growing specialist lender.
Thinking: It needed to develop a clear messaging hierarchy for its newly established B2B intermediary sales, and support its 12 Regional Development Directors — there were too many messages fighting in each region. Work included media strategy workshop delivery, an audit of competitor activity, research via depth interviews with the 12 Regional Development Directors, a review of existing creative and a tactics brainstorm.
Impact: The result was a targeted campaign based on elevating local places, to deliver standout and create a point of difference.

www.togethermoney.com →

Building category brand standout for Soreen

Soreen · with Cheetham Bell

Challenge: Soreen needed a standout messaging campaign to deliver salience in the market.
Thinking: The strategy was to build on the insight that both mums and activity seekers (the target audiences) want healthy energy sources that keep people going. Sally developed an advertising message that played to the heart of the brand DNA: deliciously squidgy adventures. The campaign focused on positioning Soreen as different from health food or quick-fix sugar rush snacks.
Impact: Endorsement with Change4Life was a key partnership, and social, in-store, radio, magazine partnerships and online were core channels for engagement.

www.soreen.com →

Radically Better — regenerative farming proposition

Grassroots Farming · with Propaganda

Challenge: Working with the founders of Grassroots Farming as part of the Propaganda team, Sally helped evolve an ambitious regenerative farming business into a broader vision for transforming the food supply chain.
Thinking: Through strategic discovery, founder workshops and business model development, the team established a shared direction, a new theory of change and the ‘Radically Better’ proposition.
Impact: The strategy created a platform for growth beyond regenerative beef, connecting farming, hospitality, consultancy and investment to build a more resilient, sustainable food future.

Grassroots Farming · with Propaganda work example 2

Grassroots Farming · with Propaganda work example 3

Grassroots Farming · with Propaganda work example 4

Grassroots Farming · with Propaganda work example 5

Grassroots Farming · with Propaganda work example 6

Banking on local connections

Gibraltar International Bank · with Creode

Challenge: Faced with growing competition from digital banking, Gibraltar International Bank needed to modernise its brand and connect with a new generation of customers.
Thinking: Working with Creode, Sally led strategic discovery, research and senior leadership workshops to uncover the bank’s greatest strength: its personal understanding of Gibraltar and the people who live there.
Impact: This informed a new brand positioning, proposition, vision, values and tone of voice, providing the strategic foundation for a refreshed identity and more relevant, contemporary communications.

Gibraltar International Bank · with Creode work example 2

Gibraltar International Bank · with Creode work example 3

Gibraltar International Bank · with Creode work example 4

Decide the Night Alcohol Education and Behaviour Change Tool Research and Resources Development

Decide the Night · with Magpie

Challenge: Working with Magpie Behaviour Change Agency, Sally led research to evaluate the effectiveness of Decide the Night, an interactive alcohol education tool designed to help young people explore alcohol consumption, personal responsibility and the consequences of their choices.
Thinking: Sally designed and conducted qualitative research through school workshops, youth groups and online sessions across diverse communities in Leeds, alongside a survey developed using an established behaviour change methodology in collaboration with a leading UK university. Analysing the findings, Sally demonstrated the game’s potential to influence attitudes and future behaviours, informing improvements to the experience.
Impact: Sally then developed supporting lesson plans, teacher guidance and youth group resources to turn the research into practical tools for more effective learning, discussion and positive behaviour change.