Consultancy has always been a core part of what we do – just as important to us as design. Every project looks a little different. Sometimes we’re exploring big creative ideas, others we’re deep in the technical detail or shaping the process behind a uniform rollout. But the goal is always the same: to help clients turn their brand identity into something people can wear, feel proud of and connect with.
We’ve worked on some incredible briefs over the years. Here are five defining projects that stretched our thinking and shaped our consultancy approach.
Hilton Worldwide – strategic thinking in motion
Hilton asked us to create a uniform playbook — a guide to help their global teams understand how to commission and design brand-aligned uniforms. It needed to be both practical and inspiring, giving non-designers the confidence to make creative decisions.
The project was big — not just in scale, but in depth. We developed a vibrant visual language using collage, colour and layered imagery that made the process feel intuitive rather than intimidating. In many hotel groups, responsibility for uniforms falls to someone in middle management with little design experience. This playbook turned a potentially dry process into something engaging and empowering — a visual toolkit to help teams see design through a brand lens.
It was consultancy at its most enabling: sharing our expertise so others could use it with confidence and clarity.
Consultancy focus: Strategy, visual communication and implementation.
Here-o Donuts – storytelling through design
Here-o, a growing donut brand from the Middle East, came to us for help shaping a uniform that felt as joyful and distinctive as their product. They wanted something that captured their personality — bright, playful and rooted in American diner nostalgia.
Our inspiration came from the classic bowling shirt – the kind with local team names embroidered across the back. That aesthetic felt perfect for Here-o’s bold, friendly identity. We explored gingham, retro colour palettes and prints inspired by 1950s Americana, landing on a look that felt instantly familiar and irresistibly fun.
They loved it and used our ideas almost verbatim, from the colours to the fabric direction. This was consultancy at its most intuitive: connecting deeply with a brand’s story and translating it into design that staff wear proudly every day.
Consultancy focus: Brand storytelling, colour and creative direction.
Gorgeous Group – creative adaptability across borders
When hospitality consultancy Gorgeous Group asked us to collaborate, our job was to turn their clients’ brand visions into uniforms that worked in the real world. At Çırağan Palace in Turkey, that meant designing for two very different restaurants under one roof.
The Winter Garden needed something elegant and refined; Akindev called for something more relaxed and functional for the warm climate. We moved through ideas, tweaking and testing until each collection felt right for its environnment. Alongside the designs, we put together fabric boards and full manufacturing packs so everything could be produced locally — keeping quality and design intent intact, even from a distance.
The work became a real collaboration — talking, listening, adapting across cultures and climates. It was about finding the balance between creativity and practicality.
Consultancy focus: Adaptability, creative collaboration and cultural sensitivity.
Aramco – technical precision at scale
When Aramco underwent a major rebrand with FutureBrand, we were brought in to make their updated identity tangible – turning brand concepts into a uniform system that could be manufactured across the world. The challenge was scale: hundreds of roles, different climates and factories around the world.
We began by refining the creative ideas, making sure they could be produced efficiently without compromising on brand detail. From there, we built an entire technical framework – range plans, process maps, bills of materials, colour palettes, branding indexes and label and trim guides. We also designed modesty garments such as dresses and hijabs, so the collection worked across different cultures and environments.
It was consultancy grounded in rigour — marrying creativity and engineering to make something consistent, inclusive and practical at scale.
Consultancy focus: Technical consultancy, production feasibility and global rollout.
Lexus – conceptual thinking and brand translation
Lexus approached us in Brussels with an open brief: to explore how fashion thinking could elevate their brand experience. They were repositioning themselves as a leader in luxury innovation, and wanted to see how those ideas could translate to staff apparel.
We treated it as a research-led exploration, drawing parallels between high fashion and automotive design. From Iris van Herpen’s sculptural craftsmanship to Louis Vuitton’s precision finishes, we examined how similar values of innovation and refinement could inform Lexus’s visual identity.
Though the project wasn’t fully realised, it demonstrated consultancy as creative foresight — using research, trend awareness and imagination to inspire new directions. Sometimes, our role isn’t to deliver a finished product but to show what’s possible.
Consultancy focus: Conceptual research, brand alignment and creative foresight.
We believe great consultancy turns ideas into something people can wear and feel proud of. If that’s what you need, we’d love to talk.