Expertise

How we design for life

Designing for life means understanding how people’s needs and desires are changing so that we can design for the lives we all want to live.

In a world of constant flux, our focus is on 7 connected areas of fluid human living.

Taste Body Luxury Mobility Leisure Community Nature

Taste

Food is essential to life. It is a universal social glue, giving us everything, from fuel to pleasure. But it has become increasingly complex, controversial and complicated. This turning point not only presents us withthe bigger challenges, but also greater future opportunities to feed peopleand the planet in better ways. To produce, regulate, distribute, benefit from and truly celebrate our food.

Through our design for life approach, we understand how consumer needs and desires are changing in the world of food & drink and what it means for brands.

Explore our work with food & drink brands

Body

New ways of looking at the body are emerging; influences that question the idealised body, new role models, new science and technology, and ultimately greater longevity. In the context of frenetic modern living, managing our health and wellness has become a practice of empowerment and self-preservation. But there are now infinite possibilities for reinvention, recreation and optimisation available to us, supporting us to live longer, better lives.

Through our design for life approach, we understand how consumer needs and desires are changing in the world of beauty, personal care, health and wellness and what it means for brands.

Explore our work with health, beauty and wellness brands

Luxury

We will always aspire to a better quality of life. The luxury world historically defined and influenced all of our ultimate desires, however, today, luxury behaviour is being driven by new cultural influences and preferences appealing to more personal interpretations. Increasingly, the very idea of what luxury means is being redefined as we begin to value personal time, freedom and experience over physical belongings.

Through our design for life approach, we understand how consumer needs and desires are changing in the world of luxury and premiumisation and what it means for brands.

Explore our work with Luxury brands

Mobility

Automation was one of the defining shifts of the last century, but today our current systems are not the icons of progress and freedom they once were. We are aware of their choking foot print, deafening infrastructure, and future implications. So, while we are increasingly globalised and able to freely roam the world, we desire renewable systems that positively and seamlessly transform the way we live and move.

Through our design for life approach, we understand how consumer needs and desires are changing in the world of convenience and what it means for brands.

Explore our work with connective brands

Leisure

Time and knowledge are becoming our most precious commodities. The reality of the demands of modern living mean that our free-time and personal pursuits and pleasures have become increasingly rare and often extreme. Open to a world of new influences, we draw our inspiration from everything from rediscovering simple pleasures, to new cultures and the introductionthey give us to the exotic and even obscure.

Through our design for life approach, we understand how consumer needs and desires are changing in the world of leisure and what it means for brands.

Explore our work with experiential brands

Community

Traditional sources of community, previously facilitated by location, family and religion, have now been eroded. Cultures are fusing, and a new generation is growing up in a world of endless exploration. Seeking new ways of belonging in the future will see us embracing new social movements that champion inclusivity, as well as fostering innovative new connections through a reframing of communal relations, activities and spaces.

Through our design for life approach, we understand how consumer needs and desires are changing the concept of community and what this means for brands.

Explore our work with social and purpose-driven brands

Nature

We now live increasingly urban lives, meaning that in today’s rapidly-changing, technologically biased landscape, we are often experiencing isolation, and a disconnection with our natural habitats. Although we havea long history of cultivating plants and animals to suit our own needs, it is now more essential than ever that we build a new natural future, from the roots up to the ultimate ecosystem.

Through our design for life approach, we understand how consumer needs and desires for nature are changing and what this means for brands.

Explore our work with natural and progressive brands