In a world of the living brand, we believe you need to find new ways to tell stories, new ways to deliver messages and new ways to interact with people on a relatable level.

We develop strategies that bring brands to life. We build brands that shape culture. We establish cultures that deliver on strategy.


Brand Positioning

We believe that every company will be able to perform better if their brand is able to connect with people on a meaningful, emotional, human level.

• Customer Insight
• Market Analysis
• Identity Framework
• Concept Design

Brand Culture

We don’t think you can be special, distinctive, or compelling in the marketplace unless your brand feels special, distinctive, and compelling in the workplace.

• Purpose and Mission
• Values and Promise
• Behaviours and Competencies
• EVP Definition and Activation

Brand Experience

We believe you need to find new ways to tell stories, new ways to deliver messages and new ways to interact with people in a meaningful way.

• Messaging and Storytelling
• Design Experiments
• Experience Design
• GTM Planning and Activation


Challenges for the teams we work with vary greatly, yet all are linked by the need to attract and engage people. We help our clients to understand the perception of others, so they can improve the impact they’re having on them.

Mike Norrish, Digital Director. BT Sport

“The behaviours you saw in that room are not what what I see everyday.  People changed. They acted in a more open and positive way because of the structure and methodology you guys created, and the smart and engaging way you sold it in to the team.”


Susie Logan, Standard Life Aberdeen

“You made our brand ‘have feels’, our new positioning not only landed well with customers and shareholders, but also with our team – who are incredibly proud to have been made part of it.”


Andrew Penker, ICAS

“The Observer Effect are a real force of nature. Right from the word go, they just got what we were looking for. They invested time with us and they got to know us. They just seemed part of the team. They built rapport, established trust. They challenged us – and they delivered!”


Gayle Terry, Domestic and General

“We didn’t want you to leave – what an amazing process and journey we’ve been on. The results from our updated communications speak for themselves – we really can thank you ‘a million’ ;)”


Be Part of the Story