Hidden is a studio

that figures things out

We uncover opportunities that are hard to define.

We take the time to build a shared understanding of a situation. Bringing together perspectives from outside and across the organisation, and showing what new ideas could mean in practice. The effort we spend figuring it out pays off in speed of innovation later.

Some of our work looks like research. Some looks like strategy. Some looks like design or service transformation. But the starting point is always the opportunity, and surrounding it with people that will help us figure it out.

What our clients say about us

“The team at Hidden Strategy were fantastic in really understanding our customers, how they shop and our broader business model. Their approach really enabled the project to go above and beyond the obvious answers and come up with a unique way of thinking as well as some very tangible outputs.”

Hannah Gibson, CEO Ocado Retail

“Hidden Strategy brought a thoughtful approach to a complex and sensitive problem. They challenged our thinking while also being pragmatic and getting things done. We refer back to the blueprint and principles regularly when we’re making decisions and onboarding new team members and partners.”

Kayleigh Hartigan, Founder and CEO Fertility Mapper

Our projects

Fertility Mapper:
fertility passport service vision

Co-creating the vision for a new Fertility Passport service with users, clinics, and the Fertility Mapper team.

A new service for the Communities Working Together Project

A USAID funded project, implemented by Chemonics International in El Salvador

What makes us different

We think by making

Teams are more imaginative when they have something in front of them that they can touch, see, and talk about. Even if it’s just a rough prototype.

We are hands on

There's no management layer. Our team is made up of senior people who are deeply involved in the work from start to finish. We’ve worked at corporates, run design studios, and founded start-ups. Now we’re doing our own thing together.

We work in the open

We share work as it develops, in sketches, boards, and long-form writing. Everyone engages with the thinking as it forms, which makes the work stronger and helps it travel through the organisation. No black box processes. No big reveals.

We work side by side

We work closely with our clients, as partners and collaborators. The goal is not just to figure out the immediate challenge, but to improve the conditions for innovation in the future.

Working with us

This way of working tends to show up in three kinds of project:

1. Opportunities

When organisations can see that something in their world has changed, but the opportunity is still hidden. These projects interrogate behaviour, culture, technology and commercial models. We help teams make sense of complex signals and turn them into clear opportunity spaces they can act on.

2. Propositions and experiences

When the opportunity is in sight but needs to take shape. These projects work out how a proposition or experience should look and feel, and how it needs to work to make that possible.

3. Operating systems

Sometimes the biggest challenge isn’t having a vision, it’s how the organisation needs to work in order to deliver it. We help organisations redesign the way they work behind the scenes so new experiences can hold up in the real world.

Meet the team

James Buchanan

RESEARCHER & CUSTOMER STRATEGIST
He’s driven market-changing innovation in industries from sports fashion to finance and spent three years at Aviva, helping turn a 300-year-old insurer into a FinTech. James always finds a fresh way to look at familiar things.
Eva Guerra

SERVICE DESIGNER
She’s helped organisations across pharma, finance, retail, and beyond build great services. Eva gets under the skin of customers, leads with empathy, and transforms the way businesses work. She ensures we always see the bigger picture.
Chad Cribbins

VENTURE & PRODUCT LEADER
He’s led digital transformations globally, built award-winning products, raised funds, founded ventures in travel-tech (backed by Seedrs & Microsoft Ventures) and prop-tech. Pioneered mobile solutions before smartphones existed, now helping folks navigate AI. Chad is our expert in emerging tech and making ideas real.
Silvia Langa

BRAND & PRODUCT DESIGNER
She helps businesses in retail, food, and finance create products and experiences that connect with people. Silvia turns complex challenges into clear, high-impact solutions, blending strategy, UX, and product design to shape brands that drive real value.