Hidden is a studio that figures things out

The effort we spend up front pays off in speed of innovation later.

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.

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 Seen

Our projects

Seen: fertility passport service vision

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

Our work typically sits across one or more moments of change:

Understand:

Opportunity spaces

When organisations can see that something has changed but opportunities are unclear. We help them get closer to their customers, making sense of shifting behaviours, technologies, cultures, and markets to identify where growth could come from.

Define:

Propositions and experiences

When the opportunity is understood but needs to take shape. We help organisations imagine their future - what they want to stand for, how experiences should feel, and how it builds on their distinctive strengths.

Deliver:

Operating
systems

Sometimes the biggest challenge isn’t the vision, but how the organisation needs to work to deliver it. We help organisations redesign services, processes, and ways of working so new experiences can succeed in the real world.

Meet the team

James Buchanan

RESEARCH & STRATEGY
James has spent over two decades leading human-centred growth and innovation across corporate, startup, and not-for-profit organisations. He likes to dig deep into analysis - identifying patterns and opportunities - and uses this to shape audiences, scenarios, and strategic narratives that support confident decision making.
Eva Guerra

SERVICE DESIGN
Eva is a recovering architect and has 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

VENTURES & PRODUCT
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
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.