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In everything we do, we believe that brands are human like you and me. The way we reveal the human side of your brand is by uncovering the beauty it withhold deep inside. And we happen to love making you shine like a diamond.


Appeal to logic and emotions.

Every brands on the planet knows what they do. The products they sell or the services.

Some know how they do it. These are the things that make them special or set them apart from the competition.

Very few know why they do what they do. Why is not about making money. That’s a result. Why is a purpose, cause or belief. It’s the very reason your organisation exists.

We need all 3 levels to appeal to both logic and emotions.

Golden circle VS Human brain

Illustration of golden circle

Why is your purpose, cause or belief that drives all that you do.
How is the actions you take when you’re at your best, to bring your why to life.
What is the work you do, or the tangible manifestation of your why.

Illustration of golden circle

The limbic brain (which drives our instincts & feelings) mirrors our why and how.
The neocortex (which handles language and logic) mirrors our what.

Great leaders and organisations communicate inside out.