Our team consists of independent consultants working at the intersection of research, design & culture.


Ella Murphy, Co-founder

With a background in advertising and over 15 years working in the fashion industry, Ella Murphy is a creative director and stylist working at home in Australia and abroad. With clients across a range of lifestyle and fashion labels to cultural institutions and celebrity styling, Ella interprets and reimagines trends, creating impactful, visual content. Her work has been seen on the pages of Vogue, L’Officiel, Russh, Oyster Magazine, Black Magazine, Gritty Pretty and Sunday Life for numerous local and international brands.


Rachel Jayne Mackay, Partner

Rachel is a multi-disciplinary designer and creative director whose work spans across Europe, Asia and Australia, encompassing a range of projects at the intersection of art, design and architecture. Rachel conceptualises multi-dimensional design narratives with a focus on atmosphere, experience and scenography. With a degree in Visual Communication, Rachel’s work expanded to the design of space during her six years in Copenhagen working for Danish design and architecture company Johannes Torpe Studios.


Johanna Leitch, Co-founder

Johanna is a Marketing strategist and researcher working across fashion, lifestyle and design. With a background in psychology, Johanna spent several years working as Head of Marketing for CIFF, Europe’s leading & most innovative fashion fair, show scene and co-organiser of Copenhagen Fashion Week. During this time Johanna led a number of creative marketing collaborations with leading industry players such as Virgil Abloh, Lulu Kennedy, Vetements, Harvey Nichols & Beams International.

Mark Ayres, Partner

As a design research specialist, Mark uses his empathetic and curious nature to uncover stories that haven’t yet been told, and give a voice to those who are often unheard. He works closely with system actors to unravel complexity and find elegant solutions, translating fieldwork into insights and recommendations that yield the best results for both users and clients.

Mark’s work has been recognised with accolades from the Global Service Design Network, Good Design Awards, Webbys, Core77 and Premier Design Awards.


We work collaboratively to arm brands, businesses and institutions with the insights and tools they need to better design our future, whilst providing enriching and fulfilling experiences.



A Collective Curiosity

Through our varied experiences and perspectives, we constantly infuse the collective with the latest knowledge from each of our individual industries, allowing us to keep our finger on the pulse across a wide range topics. Our varied perspectives give us diverse ways of thinking, allowing us to constantly question, seek, innovate and evolve.