ACTIVITY

At some point during the development of That's Why, we accidentally hired Dave.... not officially! There was no interview process, no references, no onboarding programme. One day there simply seemed to be another voice in the room! A surprisingly useful one, as it turned out. The strange thing about Dave is that he doesn't really exist and yet has somehow become part of the team. He's equal parts sounding board, strategist, copywriter, critic and occasional enthusiast for ide

Most brands launch in a fairly predictable way. A new logo appears, followed by a website going live, a few social posts are shared and everyone moves on to the next thing. There is absolutely nothing wrong with that approach and in fact, it often makes complete sense. The trouble was that the more we developed That's Why, the less it felt like the sort of brand that should arrive all at once. For months we had been talking about curiosity. Not as a marketing tactic, but as s