It all starts with discovery
What is the discovery lab?
The Discovery Lab is co-creative process that combines desk research with expertly facilitated workshops to surface the insights that will define your brand’s next phase of growth.
Working closely with your leadership and marketing teams, we interrogate your brand’s personality, competitive landscape, audience drivers, and commercial objectives – distilling our findings into strategic recommendations that sharpen your positioning, align your messaging, and set a clear direction for future campaigns.
Say hello
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0203 575 1080 info@contentcreatures.com 
What happens inside the Discovery Lab
We use the Discovery Lab to uncover the insights that define your brand’s next stage of growth. This process includes:
- Audience & competitor analysis: We unpack your market landscape, evaluating audience behaviours, motivations, and competitive positioning to surface strategic opportunity.
- Brand audit & stakeholder interviews: Through internal interviews and brand review, we capture your brand’s strengths, heritage, and the unspoken perceptions that shape it.
- Cultural tension & opportunity mapping: Analysing the cultural forces and competitive dynamics shaping your market to identify the opportunities your brand is uniquely positioned to own.
- Insight summary & BetterStory foundations: We distil these findings into a strategic narrative core—the essential truths, emotional value, and narrative potential that anchor your brand story
Discovery Lab Outputs
Your Discovery Lab will result in the following strategic outputs.
- Messaging architecture: A clear hierarchy and framework for your key messages, ensuring they are concise, coherent, and adaptable across different audiences, formats, and campaign objectives.
2. Dual-track Story Blueprint: A structured storytelling framework that connects your brand’s story with your audience’s motivations and needs, ensuring every piece of communication works on both strategic and emotional levels.
3. Tone of voice Recommendations
We define a consistent and distinctive brand voice that resonates across all touchpoints.
Post-Discovery (optional)
The insights we uncover in the Discovery Lab can guide our recommendations, which may focus on one, several, or all the following, depending on your needs.
- Full content plan; We outline priority themes, formats, and delivery channels for strategic storytelling, supported by sequencing and timing strategies to maximise engagement and return on investment.
- Visual brand development; Defining your creative direction through the exploration of moodboards, design territories, typography, colour palettes, and visual systems that reinforce your brand’s personality and positioning.
- Creative production; We bring powerful stories to life through impactful design, video, animation, and motion branding – crafted to perform across any platform, format, or screen size.
The Discovery Lab is ideal for:
- Marketing leaders sharpening brand positioning and ensuring campaigns are grounded in strategic insight.
- Brand managers clarifying messaging, tone of voice, and visual direction for consistency across markets.
- Comms directors aligning internal and external narratives to strengthen stakeholder engagement.
- Creative heads unifying story, design, and content under a clear framework.
- Innovation teams uncovering market opportunities for new launches.
- Organisations in transition – mergers, rebrands, leadership changes -refreshing brand stories that reflects their future vision.
- Purpose-driven brands articulating their “why” to resonate with audiences and drive action.
- Founders defining a brand story that builds investor confidence, attracts customers, and unites teams.
