Motion-blurred figure mid-stride against a pale ground — editorial sport image.

Field Reference

Strategy for brands
that want to matter
in culture.

Independent strategy and creative consultancy working across sport, lifestyle and culture.

Europe / UKIndependent15+ years brand side

01 / Field of play

Brands don't need to be everywhere. They need to know where they belong.

FIELD REFERENCE helps brands understand where to play, who to work with and how to show up with relevance.

02 / Selected work

Selected projects — 2024/26

PUMA Mostro — project image.
01PUMA — Mostro

Bringing an archive silhouette back into contemporary culture.

Franchise strategyCultural positioningPartnerships
View project
KEEN — project image.
02KEEN

Moving an outdoor brand into new cultural territory through community.

StrategyCommunityActivation
View project
Inside Tag — project image.
03Inside Tag

Turning archive intelligence into product, partnership and storytelling.

PartnershipsProductCulture
View project
04Timberland

Culture and brand direction for an outdoor icon.

CultureStrategy
View project
Timberland — project image.
View the full index

03 / Approach

From figuring out where to play to making it happen.

Five ways of working, one question behind all of them.

  1. 01

    Strategy

    Where should the brand play — and why?

  2. 02

    Ideas

    Concepts worth bringing into the world.

  3. 03

    Partnerships

    Finding the right people, platforms and collaborators.

  4. 04

    Activation

    Turning strategy into real-world relevance.

  5. 05

    Special projects

    The briefs that don't fit into boxes.

Does it make sense for the brand — and for the people it wants to connect with?

04 / Index

Selected clients
& collaborators

Filter —

05 / Contact

Have something interesting to build? Let's talk.