our services

external focus:

internal focus:

If you’ve got a business need that doesn’t immediately fit within any of these areas, we’re always happy to discuss bespoke ways of working too. Just get in touch. Together we can design out whatever will work best for.

THE ISSUES WE HELP SOLVE

Evidence shows that most of us - people and businesses - still tend to see the world from a perspective that’s default-male (and white and heteronormative too). In fact, even when we think we’re being gender-neutral, invisible historical biases mean that we all still tend to design products and services for male bodies and lives.

This doesn’t make sense when women’s buying power and influence is huge:

  • 80% of consumer purchase decisions are made by women. Women even dominate in big ones like houses and cars.

  • ‘Women are the world’s most powerful consumers… their engagement has the power to move markets’ - Forbes

That’s why it’s so important that we apply a deliberately gendered and intersectional lens. When we question those defaults, we can identify profit pools that are often invisible, and help businesses develop product & service innovation that can generate significant growth.

Uncovering overlooked problems is the first step; finding unique, ownable ways of solving them is where the magic happens, capitalising on the spending power and advocacy of clients and consumers who are crying out to be seen. 

DON’T JUST TAKE OUR WORD FOR IT

The insight: Women’s feet are a different shape to men’s, and their body weight makes cleats behave differently too. Wearing boots that aren’t designed for women’s feet increases the risk of injury to sportswomen. The opportunity: Nike Phantom Luna
The opportunity: Created by Whitney Wolfe Herd, formerly of Tinder, this dating app, Bumble, where ‘women are required to make the first move’ now has a market cap of well over $5 billion and a community of 100 million.
Women are 47% more likely to be injured and 17% more likely to die than men in identical crashes, partly because crash test dummies used to evaluate driver safety are still based on the size, shape and weight distribution of an average man’s body.
The majority of film and TV still centres men, but Hello Sunshine “puts women at the centre of every story” in order to “shine a light on where women are now, & help them chart a new path forward.” The media company set up by Reese Witherspoon
The insight: men could feel more confident if they could camouflage their perceived flaws. The opportunity: an award winning brand, War Paint, growing fast in the male grooming market, valued at $80bn.
Ellevest. This US-based woman-first financial company now has $1.5 billion in assets under management and a community of more than 3 million.
The insight: with fathers more involved in parenting now, baby brands are having to adjust from the traditional female focus. The opportunity: Mission Critical brand produce baby carriers and accessories with a masuline aesthetic.