Recent Work
Case Study 01 - The Brick Coach
Industry: B2B Coaching, Facilitation & Organisational Change
Services: Brand Strategy, Audience Mapping, Positioning, Messaging Architecture
Base: United Kingdom
The Challenge:
The founder runs two practices: Amale for individuals and The Brick Coach for organisations, built on the same belief but speaking to very different audiences. The risk was twofold: blurring into the noisy “leadership coaching” category, or splitting into two disconnected brands that diluted each other.
Our Insight:
People don’t get stuck because they’re unambitious. Organisations don’t fail because people don’t care. Both stall on the same human blockers: uncertainty, self-doubt, and inaction, just at different scales. That tension became the strategic spine connecting both brands
The Result:
A brand system where the two practices reinforce rather than compete. Amale creates movement, whilst The Brick Coach sustains it. Both now have a defensible position in a crowded category, language that filters in the right clients and out the wrong ones, and a strategic frame the founder can run without us in the room.
Case Study 02 - Gauteng Growth Development Agency (GGDA)
Industry: Government & Economic Development
Services: Campaign Management, Creative Direction, Promotional Video, Strategic Placement
Base: South Africa
The Challenge:
Position GGDA as the dynamic implementation arm of the Gauteng Department of Economic Development, credibly enough to land with international investors at WEF Davos, where the audience has 30 seconds and zero patience for civic boilerplate.
Our Insight:
Investors aren’t moved by mandates or mission statements. They’re moved by evidence of momentum, proof that a place is building, funding, and resolving complexity in real time. The video couldn’t sell Gauteng. It had to show Gauteng working.
The Result:
Premiered at the 2025 Gauteng Investment Conference. Selected as the primary promotional asset at the 2025 World Economic Forum in Davos.
What We Did:
- Repositioned GGDA as a catalyst for funding, investment and infrastructure resilience, not a government department
- Directed a high-impact promo built for two rooms: local credibility at the Gauteng Investment Conference, international confidence at WEF Davos
- Designed community-engagement collateral that carried the same brand language down to township-level Imbizos
- Secured and managed the strategic placements themselves
Case Study 03 - Four Minute Medicine
Industry: Medical Education
Services: SEO, Meta Ads, Google Ads
Base: South Africa
The Challenge:
Build a full-funnel acquisition engine for a microlearning platform selling to medical students and junior doctors, time-poor, ad-fatigued, sceptical of EdTech, and competing with established names in medical revision.
Our Insight:
This audience searches like clinicians, not consumers. Queries are specific, exam-driven, high-intent. SEO needed to own the long-tail exam vocabulary, Google to capture intent at the point of panic, Meta to do the awareness lifting search alone couldn’t.
What We Did:
- Technical SEO, on-page optimisation, course-content schema markup, and built a topic cluster strategy mapped to medical school curricula and national exam syllabi.
- Lead-magnet funnel to capture demand outside peak exam windows
- Intent-led Google Search campaigns, PMAX for branded and competitor terms, retargeting on high-engagement visitors
- Granular audience layering on Meta Ads by year of study, exam timeline, and specialty interest
The Result:
Reduction in cost per acquisition across paid channels, increased ROAS on Google Ads and Meta, and growth in organic traffic from exam-driven keywords.
Case Study 04 - Seen TV
Industry: Media & Storytelling
Services: Social Media Strategy, Platform Growth, Partnership Development, Campaign Management
Base: Africa
The Challenge:
Expand Seen TV’s editorial footprint across Africa, build a credible TikTok presence from scratch, and do it without the budget or distribution of legacy media.
Our Insight:
On TikTok, African audiences don’t engage with “stories about Africa”, they engage with people they recognise telling their own stories. The platform punishes editorial polish and rewards intimacy. That meant Seen TV couldn’t import its existing content model; it needed a TikTok-native strategy built around first-person voices, local context, and the kinds of stories that travel emotionally before they travel geographically.
What We Did:
- Built a TikTok strategy from zero, with distinct content channels so the algorithm could learn the brand
- Sourced stories directly from contributors across 13 African countries
- Brokered a UNICEF partnership for World Children’s Day
- Identified and amplified breakout moments, including the dialysis-and-loadshedding story
The Result:
- 95,000 TikTok followers in just over 12 weeks, built organically
- R100,000+ raised for a single story subject (dialysis patient affected by loadshedding)
- 40M+ impressions on the UNICEF World Children’s Day campaign across 13 African countries
Case Study 05 - Boyle Sports
Industry: Sports Betting
Services: Social Media Strategy, Brand Positioning, Ambassador Partnerships, Campaign Management
Base: South Africa
The Challenge:
Launch an Irish sportsbook into South Africa with a limited budget and no paid social, Meta gambling whitelisting takes time.
Our Insight:
South Africans don’t bet with a brand because it’s big internationally. They bet with one that feels like their own.
What We Did:
- Built Facebook organically from zero while whitelisting was pending
- Repositioned the brand around local sport, not Irish heritage
- Signed Bernard Parker as ambassador for instant credibility with SA football audiences
- Ran a Rugby World Cup social competition with unique tracking
The Result:
- 1,000 engaged organic followers in 6 weeks pre-paid media
- 20,000+ registrations in two weeks from the Bernard Parker activation
- 250% increase in registrations from the Rugby World Cup competition
Case Study 06 - Hi-Tec
Industry: Retail (Footwear)
Services: Campaign Strategy, Creative Direction, Content Production, Social Distribution
Base: South Africa
The Challenge:
Reach South African women whose work keeps them on their feet, without disappearing into the noise of every other Women’s Day campaign.
Our Insight:
These women don’t need to be told they’re strong. They need to see themselves in the brands that make the products they rely on.
What We Did:
- Built the campaign around stories of real women making a difference in their fields
- Directed a high-quality online commercial for Hi-Tec SA’s social channels and in-store screens nationwide
- Connected product strengths (durability, comfort, all-day wear) to the values of the moment
The Result:
A Women’s Day campaign that connected a calendar moment to a product truth, running nationwide across Hi-Tec SA’s owned digital and in-store channels, and repositioning the brand alongside the women it serves rather than performing to them.
Case Study 07 - Goodwall
Industry: EdTech (Social Learning Platform)
Services: Paid Social (Snapchat Ads), Creative Strategy, Audience Segmentation, Performance Optimisation
Base: Global
The Challenge:
Bring Goodwall’s cost per app install down without sacrificing install quality on a Snapchat-heavy media mix where its Gen Z audience actually lives.
Our Insight:
Snapchat punishes generic creative and rewards relevance. The opportunity wasn’t to spend more, it was to spend more effectively.
What We Did:
- Overhauled the Snapchat campaign structure from audience and creative level up
- Implemented granular audience segmentation to isolate high-intent users
- Ran continuous A/B testing on dynamic creative to identify the hooks that converted
- Tightened the feedback loop between creative performance and audience targeting
The Result:
Reduced CPI, surged installs, and rebuilt Goodwall’s Snapchat acquisition engine, freeing budget to scale into adjacent audiences and markets.