Notes on brand, measurement, and the craft of events.
Short takes and longer essays on how we think about the work — what we've stopped saying to clients, why measurement fails when it fails, and what we've learned about running events in Southeast Asia. Updated when we have something worth saying.
When Your Brand Becomes a Room
Most brand activations get great production and no memory. Here's what separates the ones that actually shift how people describe your brand from the ones that just look expensive.
How Community Programs Compound (And Why Most Don't)
Most community programs plateau by session four. The ones that keep working have a designed system for how strangers become members — and members bring in the next generation. Here's the system.
How We Use AI to Measure Impact (and Where We Refuse To)
The AI-in-experiences pitch is loud, and most of it misses the point of measurement. Here are the three places AI genuinely helps us measure impact — and the three places we refuse to let it near.
The Wellness Retreat That Actually Changes Its Attendees
Most wellness retreats end with warm feelings and no shift. The ones that change people are designed around a single transformation — here's what that looks like.
Impact Measurement for Events — What to Measure After the Lights Go Down
Most events measure the wrong things at the wrong times, using instruments designed for something else entirely. Here's the framework we use instead — three signal categories, three timing windows, and one metric that beats them all.
The Anatomy of a Memorable Moment
Most of last year's events have faded. A few haven't. Here's what the ones that stuck have in common — and how to engineer them into your next experience.
5 Red Flags We Spot In Event Briefs
None of these mean no. All of them mean the brief needs sharpening before it becomes an event. Here are the five we spot most often, and the reframe we walk clients through when we see them.
The First 10 Minutes We Spend On A Brief
Every event brief that lands in our inbox gets the same first ten minutes. Not a formal review. Just four passes — each answering a specific question about whether the brief can support what it's asking for.
6 Questions That Should Live At The Top Of Every Brief
Most briefs we receive answer three things — what, where, and how much. The good ones answer something else first. Here are the six questions we put to every brief before we agree to work on it.
What we mean when we say “make it worth talking about.”
The phrase started as a working slogan. Six months in, it's clarified something about what the work actually is — and where the industry defaults keep pulling us back.
Free 30-minute Brief Diagnostic. We'll ask what you're planning and where the pressure is coming from. If we can help, you'll know by the end.