COULTER HINKS
COULTER HINKS
COULTER HINKS
Selected work
The work behind the thinking.
The work behind the thinking.
A growing body of client work shaped around what the business needs next.
A growing body of client work shaped around what the business needs next.
01 / THE MUTHA PROJECT
Building a stronger category position around changing bodies
Building a stronger category position around changing bodies
The Mutha Project came to us with a genuinely differentiated product: maternity-through-motherhood underwear made from performance fabric designed to retain its shape and support women as their bodies change.
The Mutha Project came to us with a genuinely differentiated product: maternity-through-motherhood underwear made from performance fabric designed to retain its shape and support women as their bodies change.
Brand strategy
Content strategy
The positioning was already present, but it needed to be made much more explicit. Women often remain in maternity underwear for far longer than expected, yet the category is still treated as a temporary purchase. The commercial opportunity was to position better underwear as something worth investing in, rather than something to tolerate until the body supposedly “bounces back”. We surveyed the audience to understand what women valued, what made them hesitate and what encouraged repeat purchases. The research showed that customers valued comfort, colour and confidence, but needed reassurance that the product would adapt with them rather than stretch, roll down or lose its shape. From there, we developed the brand and marketing strategy, clarified the product proof points and built the messaging around lived experiences including pregnancy, c-section recovery, hormonal changes, bloating and perimenopause. We also created monthly content strategies, managed filming days and introduced a trial Reels approach to test a wider range of creative concepts.
The positioning was already present, but it needed to be made much more explicit. Women often remain in maternity underwear for far longer than expected, yet the category is still treated as a temporary purchase. The commercial opportunity was to position better underwear as something worth investing in, rather than something to tolerate until the body supposedly “bounces back”. We surveyed the audience to understand what women valued, what made them hesitate and what encouraged repeat purchases. The research showed that customers valued comfort, colour and confidence, but needed reassurance that the product would adapt with them rather than stretch, roll down or lose its shape. From there, we developed the brand and marketing strategy, clarified the product proof points and built the messaging around lived experiences including pregnancy, c-section recovery, hormonal changes, bloating and perimenopause. We also created monthly content strategies, managed filming days and introduced a trial Reels approach to test a wider range of creative concepts.
Outcome — The work gave the brand greater confidence in its positioning and a clearer commercial story: not simply maternity or postpartum underwear, but well-designed underwear for women whose bodies continue to evolve. By doubling down on the product’s differentiation and using content to reflect customers’ real experiences, the brand strengthened its audience connection and increased its social following.
Outcome — The work gave the brand greater confidence in its positioning and a clearer commercial story: not simply maternity or postpartum underwear, but well-designed underwear for women whose bodies continue to evolve. By doubling down on the product’s differentiation and using content to reflect customers’ real experiences, the brand strengthened its audience connection and increased its social following.
02 / PEARLS & SWINE
Turning an exceptional product into a more consistent marketing system
Turning an exceptional product into a more consistent marketing system
Nobody makes accessories quite like Bink at Pearls & Swine. The products were already distinctive, recognisable and supported by an established customer base.
WORK DELIVERED: Organic strategy · Social content · CRM
What the business needed was someone to take ownership of the marketing and build a clearer route from discovery to purchase. We began by surveying both existing customers and subscribers who had never bought. This allowed us to understand what motivated a first purchase, what brought customers back and which parts of the brand carried the greatest commercial value. We then developed an organic marketing strategy centred on the brand’s strongest point of differentiation: the imagination, skill and process behind every piece. Social content became more consistent, with talking-head videos and Reels giving customers greater access to Bink, the creative process and the stories behind the products. Alongside this, we built the business’s first structured CRM system in Klaviyo, introducing automated customer journeys and consistent email campaigns.
What the business needed was someone to take ownership of the marketing and build a clearer route from discovery to purchase. We began by surveying both existing customers and subscribers who had never bought. This allowed us to understand what motivated a first purchase, what brought customers back and which parts of the brand carried the greatest commercial value. We then developed an organic marketing strategy centred on the brand’s strongest point of differentiation: the imagination, skill and process behind every piece. Social content became more consistent, with talking-head videos and Reels giving customers greater access to Bink, the creative process and the stories behind the products. Alongside this, we built the business’s first structured CRM system in Klaviyo, introducing automated customer journeys and consistent email campaigns.
Outcome — Revenue increased by 52%, with approximately 40% of revenue coming through the CRM system that had not previously existed. The business gained a more dependable marketing operation, a clearer path to purchase and a content approach that made the founder and the creative process central to the brand.
Outcome — Revenue increased by 52%, with approximately 40% of revenue coming through the CRM system that had not previously existed. The business gained a more dependable marketing operation, a clearer path to purchase and a content approach that made the founder and the creative process central to the brand.
03 / ARTHOUSE
Taking an established B2B brand directly to consumers
Taking an established B2B brand directly to consumers
ARTHOUSE had an established wholesale presence but wanted to create a meaningful direct-to-consumer arm.
WORK DELIVERED: D2C strategy · Website · CRM · Paid media
This required more than launching a website. The business needed a distinct D2C proposition, a customer acquisition strategy and the systems required to build an ongoing relationship with consumers. We developed the D2C launch strategy, brand positioning and customer profiles, then translated these into the website, content and channel plan. Our work covered social media management, paid advertising, influencer gifting, PPC, partnership management with media titles and the development of a complete CRM system in Klaviyo. This included the design and build of automated customer journeys, campaign templates and a monthly email programme.
This required more than launching a website. The business needed a distinct D2C proposition, a customer acquisition strategy and the systems required to build an ongoing relationship with consumers. We developed the D2C launch strategy, brand positioning and customer profiles, then translated these into the website, content and channel plan. Our work covered social media management, paid advertising, influencer gifting, PPC, partnership management with media titles and the development of a complete CRM system in Klaviyo. This included the design and build of automated customer journeys, campaign templates and a monthly email programme.
Outcome — ARTHOUSE launched with the foundations required to operate as a consumer-facing brand rather than simply a wholesale business with an online shop. The business gained a defined D2C identity, a connected marketing system and a stronger route from awareness through to acquisition and retention.
Outcome — ARTHOUSE launched with the foundations required to operate as a consumer-facing brand rather than simply a wholesale business with an online shop. The business gained a defined D2C identity, a connected marketing system and a stronger route from awareness through to acquisition and retention.
04 / ESSELLE RETAIL LIMITED
Creating a masterbrand and a more scalable wholesale experience
04 / ESSELLE RETAIL LIMITED
Creating a masterbrand and a more scalable wholesale experience
WORK DELIVERED: Masterbrand strategy · Corporate website · Trade portal
Esselle Retail Limited needed a masterbrand capable of bringing its growing portfolio together while also improving the experience it offered wholesale partners. We developed the masterbrand strategy and designed and built the corporate website at esselleretail.com. Alongside the public-facing site, we created a custom trade portal that allowed wholesale partners to access information and manage more of the ordering process through a self-service system.
Esselle Retail Limited needed a masterbrand capable of bringing its growing portfolio together while also improving the experience it offered wholesale partners. We developed the masterbrand strategy and designed and built the corporate website at esselleretail.com. Alongside the public-facing site, we created a custom trade portal that allowed wholesale partners to access information and manage more of the ordering process through a self-service system.
Outcome — Esselle Retail gained a clearer corporate identity and a digital platform capable of supporting both its portfolio of consumer brands and its wholesale relationships. The custom portal also reduced friction for trade customers and created a more scalable way for the business to service its wholesale network.
Outcome — Esselle Retail gained a clearer corporate identity and a digital platform capable of supporting both its portfolio of consumer brands and its wholesale relationships. The custom portal also reduced friction for trade customers and created a more scalable way for the business to service its wholesale network.
05 / ESSELLE HOME
Positioning a homeware brand around coordinated living
05 / ESSELLE HOME
Positioning a homeware brand around coordinated living
WORK DELIVERED: Positioning · Marketing strategy · Ecommerce website
Esselle Home offers a distinct proposition within the interiors market: curated homeware collections designed so that everything within each collection works together. Our role was to turn that idea into a clear consumer proposition and build the digital foundations needed to take it to market. We developed the positioning and marketing strategy, defining how the brand should communicate the benefit of coordinated collections without removing the individuality and creativity customers want from their homes. We then designed and built essellehome.com, creating a website that brought the collections, brand story and customer journey together.
Esselle Home offers a distinct proposition within the interiors market: curated homeware collections designed so that everything within each collection works together. Our role was to turn that idea into a clear consumer proposition and build the digital foundations needed to take it to market. We developed the positioning and marketing strategy, defining how the brand should communicate the benefit of coordinated collections without removing the individuality and creativity customers want from their homes. We then designed and built essellehome.com, creating a website that brought the collections, brand story and customer journey together.
Outcome — Esselle Home launched with a defined market position, a coherent visual and verbal identity and an ecommerce experience built around the way customers shop for coordinated interiors.
Outcome — Esselle Home launched with a defined market position, a coherent visual and verbal identity and an ecommerce experience built around the way customers shop for coordinated interiors.
06 / BELFIELD HOME
Repositioning an acquired brand within a wider portfolio
06 / BELFIELD HOME
Repositioning an acquired brand within a wider portfolio
WORK DELIVERED: Positioning · Marketing strategy · Website · CRM
Following its acquisition, Belfield Home needed to be successfully integrated into the Esselle Retail portfolio without losing the strengths of the existing brand. We developed the positioning and marketing strategy, establishing the role Belfield Home would play within the wider group and how it should be presented to customers. We then designed and built belfieldhome.com and created the CRM system required to support customer acquisition, automated journeys and ongoing campaigns.
Following its acquisition, Belfield Home needed to be successfully integrated into the Esselle Retail portfolio without losing the strengths of the existing brand. We developed the positioning and marketing strategy, establishing the role Belfield Home would play within the wider group and how it should be presented to customers. We then designed and built belfieldhome.com and created the CRM system required to support customer acquisition, automated journeys and ongoing campaigns.
Outcome — Belfield Home gained a clearer role within the portfolio and the digital infrastructure required to operate as a distinct consumer brand. The work connected the acquisition to a practical go-to-market plan, rather than treating the website and marketing as separate projects.
Outcome — Belfield Home gained a clearer role within the portfolio and the digital infrastructure required to operate as a distinct consumer brand. The work connected the acquisition to a practical go-to-market plan, rather than treating the website and marketing as separate projects.
07 / TEMPO PERSO
Preparing an iconic Edinburgh restaurant for its next chapter
Preparing an iconic Edinburgh restaurant for its next chapter
After ten years in Bruntsfield, Tempo Perso had become an established and much-loved part of Edinburgh’s restaurant scene. With plans to refresh and expand the business, the team needed to define what should remain consistent and how the wider group of brands should evolve. The work covered Tempo Perso Restaurant, 27 Winery and the masterbrand. We helped solidify the mission, vision and values of the wider business, then translated those principles into the role and identity of each individual brand. We also reviewed the audience for each proposition and developed the key messages and channel approach required to market them effectively without losing the personality and heritage that made Tempo Perso successful.
After ten years in Bruntsfield, Tempo Perso had become an established and much-loved part of Edinburgh’s restaurant scene. With plans to refresh and expand the business, the team needed to define what should remain consistent and how the wider group of brands should evolve. The work covered Tempo Perso Restaurant, 27 Winery and the masterbrand. We helped solidify the mission, vision and values of the wider business, then translated those principles into the role and identity of each individual brand. We also reviewed the audience for each proposition and developed the key messages and channel approach required to market them effectively without losing the personality and heritage that made Tempo Perso successful.
Outcome — The business gained a clearer strategic framework for expansion, with each brand given a defined purpose while remaining connected to the same central story. This created a stronger foundation for future growth, brand development and marketing activity.
Outcome — The business gained a clearer strategic framework for expansion, with each brand given a defined purpose while remaining connected to the same central story. This created a stronger foundation for future growth, brand development and marketing activity.
08 / SILK TOUCH LASHES
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Building a complete marketing operation around an established product reputation
Building a complete marketing operation around an established product reputation
Silk Touch Lashes was already well known among lash technicians in Scotland. The opportunity was to turn that recognition into a more structured marketing operation capable of supporting product sales, customer retention and the growth of its training academy. We managed the full marketing scope, beginning with audience research, customer profiling and the development of a clear messaging hierarchy. From there, we handled social media management, content creation, SEO and backlink activity, while also developing the marketing approach for the academy. We built the CRM system from the ground up, including automated journeys and ongoing campaigns, and later supported the brand’s move into paid advertising.
Silk Touch Lashes was already well known among lash technicians in Scotland. The opportunity was to turn that recognition into a more structured marketing operation capable of supporting product sales, customer retention and the growth of its training academy. We managed the full marketing scope, beginning with audience research, customer profiling and the development of a clear messaging hierarchy. From there, we handled social media management, content creation, SEO and backlink activity, while also developing the marketing approach for the academy. We built the CRM system from the ground up, including automated journeys and ongoing campaigns, and later supported the brand’s move into paid advertising.
Outcome — CRM became responsible for approximately 40% of revenue, giving the business a commercially valuable channel it could own rather than relying entirely on social platforms. Silk Touch Lashes also gained a more connected marketing system across products, training, organic content, search and paid acquisition.
Outcome — CRM became responsible for approximately 40% of revenue, giving the business a commercially valuable channel it could own rather than relying entirely on social platforms. Silk Touch Lashes also gained a more connected marketing system across products, training, organic content, search and paid acquisition.
09 / MILL POND ESTATE
Turning a destination venue into a broader commercial proposition
Turning a destination venue into a broader commercial proposition
Mill Pond Estate is a distinctive Florida venue with opportunities extending beyond weddings and private events. We developed the brand and marketing strategy for the masterbrand and its ecommerce arm, Pond & Parcel, before creating the content strategy and managing the internal team responsible for execution. Our role expanded into commercial development, including the creation of corporate event packages and direct outreach to local businesses to build awareness, relationships and bookings. We have also supported the development of Pond & Parcel, its CRM system and its wider product range, alongside blog writing, social content creation and new product development.
Mill Pond Estate is a distinctive Florida venue with opportunities extending beyond weddings and private events. We developed the brand and marketing strategy for the masterbrand and its ecommerce arm, Pond & Parcel, before creating the content strategy and managing the internal team responsible for execution. Our role expanded into commercial development, including the creation of corporate event packages and direct outreach to local businesses to build awareness, relationships and bookings. We have also supported the development of Pond & Parcel, its CRM system and its wider product range, alongside blog writing, social content creation and new product development.
Outcome — Mill Pond Estate gained a broader commercial strategy that connected the venue, corporate experiences and ecommerce activity rather than treating them as separate projects. The work has created new routes to revenue, clearer propositions for different audiences and a stronger marketing structure for the internal team to execute.
Outcome — Mill Pond Estate gained a broader commercial strategy that connected the venue, corporate experiences and ecommerce activity rather than treating them as separate projects. The work has created new routes to revenue, clearer propositions for different audiences and a stronger marketing structure for the internal team to execute.
10 / KILTER
Launching a visually distinct brand in a crowded category
Launching a visually distinct brand in a crowded category
Kilter entered a category where many brands relied on similar visual codes, product language and creative direction. Differentiation was therefore built into the foundations from the beginning. We developed the brand and marketing strategy, defined the audience and created a distinct position that combined luxury craftsmanship with a stronger sense of identity and world-building. We managed the website build, photography, CRM setup, social media strategy, content creation, audience research and ongoing website management. In the lead-up to launch, content was designed to build recognition and anticipation rather than simply announce products.
Kilter entered a category where many brands relied on similar visual codes, product language and creative direction. Differentiation was therefore built into the foundations from the beginning. We developed the brand and marketing strategy, defined the audience and created a distinct position that combined luxury craftsmanship with a stronger sense of identity and world-building. We managed the website build, photography, CRM setup, social media strategy, content creation, audience research and ongoing website management. In the lead-up to launch, content was designed to build recognition and anticipation rather than simply announce products.
Outcome — Kilter quickly established a visual identity that was noticeably different from anything else in its category. The launch content gained significant organic reach, including viral activity, while the strategic foundations gave the brand a clear direction for product development, content and long-term growth.
Outcome — Kilter quickly established a visual identity that was noticeably different from anything else in its category. The launch content gained significant organic reach, including viral activity, while the strategic foundations gave the brand a clear direction for product development, content and long-term growth.