A brand strategy studio built for our time
For founders, CMOs, and teams doing the work at moments of change, we name the need - then make one clear decision, a simple plan, and change you can see and count. P.E.A.C.E. is our six-week accelerator: human-led judgement, AI where useful. Earth Positive by design. 10% of every fee restores UK seagrass via Art for our Sea.
Trusted by London Wildlife Trust, Symplicity Foods, BRiMM. We work in the open: Library · Art · Music. Six weeks = decisions made, momentum unlocked.
Book a call. See the six-week plan.
The challenges we say yes to (and why we’re selective)
We take on problems worth fixing - commercially, culturally, ecologically. Each project starts with one question: what’s the single move that grows the business and leaves something better behind?
In our first two years, we’ve been trusted by 10 organisations across charity, culture, and commerce to navigate moments of change. Our focus is on outcomes, not just outputs. We’ve helped launch with purpose and precision, reposition for relevance and resilience, and tackle special projects demanding urgent clarity and decisive action.
-
![]()
The Charity
London Wildlife Trust
Rebranding a trust to deliver nature recovery across all its 32 boroughs.
-
![]()
The Art Fund
Art Fund_
Clarifying cultural value and accessibility in a turbulent public sector.
-
![]()
The Start-up
BRiMM
Launching a bold regenerative lifestyle brand from manifesto to market.
-
![]()
The Food Company
Symplicity Foods
Rebranding a plant-based cult classic ready for its high street entrance.
-
![]()
The Police Force
Metropolitan Police
Reshaping recruitment for a force in transition to maintain peace in the capital city.
-
![]()
The Whisky
Laphroaig
Creating a new sustainability narrative for the 200-year-old iconic whisky.
-
![]()
The Orchestra
London Philharmonic
Safeguarding orchestral relevance amid funding cuts with a radical new vision.
-
![]()
The Public Body
Sport England
Designing a strategy and creative system that re-engages diverse audiences in sport.
-
![]()
The Dairy Cooperative
FrieslandCampina
Rekindling a mission rooted in nutrition across the entire cooperative ecosystem.
-
![]()
The Travel Company
Diversity Travel
Readying the non-profit for market expansion amidst a political landscape in flux.
From climate to culture - we build brands that solve bigger problems
Whether it’s launching a category-first product, refreshing a heritage brand, or rethinking a go-to-market strategy, we focus on outcomes that grow reputation, revenue, and resilience - commercially, culturally, and ecologically. A senior-level strategic resource without the overheads or pitch theatre - just deep, focused care when it matters most.
About
-
Small-batch brand strategy for decisive moves. Matt blends systems thinking and creative stewardship to help teams make one clear decision, a simple plan, and change you can see and count - in six weeks. Earth Positive by design. 10% of every fee supports UK seagrass via Art for our Sea.
-
I spent over two decades helping brands grow - working at world-leading agencies with a global range of clients. I pioneered integrated, award-winning creative strategy: first as Naked Communications’ inaugural Global Executive Creative Director, then as co-founder of the digital agency AnalogFolk. I went on to lead two of London’s most successful strategy departments, at Mother London and AMV BBDO, collecting dozens of industry honours along the way.
Along that journey, I delivered market-shaping sustainability strategies for Currys (winner of multiple environmental awards), culture-defining campaigns for Virgin Atlantic, Reebok, Beck’s, and Heineken (recipients of global creative awards), and effectiveness wins for Eurostar. I’m also certified in Business Sustainability Management from Cambridge.
-
In a world hooked on scale, speed, and spectacle, I chose stillness, depth, and purpose. After decades chasing growth, winning awards, and dodging burnout, I opened the door to something smaller, slower - yet more alive.
PeaceCabin wasn’t born in September 2023 from a business plan - it came from a simple, urgent question: what if peace - and Earth Positive impact - became our default operating system?
For us, that means removing the static and politics so we can deliver brand strategy with clarity, focus, and zero burnout. It’s a way of working that feels human again: clear strategy, human pace, results you can measure.
-
I created a quiet, high-focus prototype: a pop-up strategy studio, open just six times a year for six-week sprints.
A one-person experiment, partnering only with aligned people and organisations to create work that helps Earth move forward in extraordinary times.
Six projects a year.
Six-week sprints.
10% of every fee funds restoration of UK seagrass meadows via Art for our Sea.
No retainers. No pitch theatre. Just presence, precision, and deep work.
Two years on, PeaceCabin isn’t just a studio - it’s a proven strategic partner for brands navigating complex, high-stakes change.
Clients rate PeaceCabin: 9.2 / 10*
Leaders come to us when they need clarity - fast. They trust us to deliver, and they return when the next challenge arrives. *Average from 16 participants, measured on quality of delivery, satisfaction, likelihood to recommend, and intent to work with us again.
PeaceCabin: more than a name - a proven system
P.E.A.C.E. is our collaborative, six-week solution accelerator that turns complex challenges into clear, actionable strategy. Human-led judgement. Earth Positive outcomes - commercially viable, culturally resonant, ecologically restorative.
We use AI where useful - paired with decades of human judgement - to strip away noise, isolate the real challenge, and make decisive moves. We start bold, test against reality, build the structure to deliver, bring it to life creatively, and define success up front. End-to-end. Practical. Built to make a difference from day one.
P.E.A.C.E.
-
P.E.A.C.E. Works Anywhere
Works in any category. Diagnose clearly. Choose boldly. Build what ships. Five steps, typically one per week. Run the full journey or only the parts you need.
P.E.A.C.E. Positioning Statement
P.E.A.C.E. turns change into progress in six weeks. We diagnose clearly, choose the single move, build what ships, then measure what mattered - human-led judgement, AI where useful. Designed for commercial results, cultural relevance, and ecological good. Any category, same promise: a clear decision, a simple plan, and change you can see and count - without short-termism or pitch theatre.
The P.E.A.C.E. System
Six weeks from complexity to clarity. A system built for today’s pace and tomorrow’s legacy.
-
Find the real challenge
Get to the single sharpest problem worth solving - fast. We strip away the noise, identify hidden drivers, and frame the single sharpest challenge worth solving. We co-create The High Dream so every decision points at a vivid future state.
-
Decide what’s worth doing now
Prioritise the route with the highest commercial and cultural return. We focus on the opportunities with the biggest potential and the clearest path to impact, then stress test them against your High Dream.
-
Build the structure for success
Create a structure for execution that survives real-world pressure. We create only the structures teams actually use: simple operating models, customer journeys, and go-to-market blueprints built to survive real world pressure.
-
Brand expression and creative execution
Make the move feel inevitable. We turn strategy into something people can see, feel, and champion: name, story, look, language, and distinctive assets that feel inevitable.
-
Measure what matters
Define what success looks like - in numbers, culture, and legacy.
Working with PeaceCabin
We’re a collaborator, not just a partner. We ship work, not just decks. Project fees, plus a Cabin Rate subscription for fractional access - priority booking and a discounted day rate.
There are only six slots a year. Repeat and multi-bookings are common, making program-based solutions more viable for those on tighter budgets. For agencies (white-label).
Next openings are listed in the contact section of this site. Start with a 30-minute call - no pitch theatre, just straight talk on whether P.E.A.C.E. fits your challenge.
How to engage
Our core offer is a six-week, end-to-end system: P.E.A.C.E. - a solution accelerator for removing distractions and unlocking ambition. We cover the thinking and direction; your teams or partners handle production.
One problem at a time. Six weeks. Six projects a year. Depth over breadth. These engagements are exclusive to either a creative company or a brand owner. If studio capacity allows, other options may be available - please contact us for availability.
Options:
-
Prepared brain picking / on-site consulting.
How to pay:
Make a charitable donation to our climate fund: Art for our Sea.
-
Choose which part of our system best suits:
P. and E. | Or just A. | Or just C.
How you pay:
Creative Companies only - consultancy project invoice (ex VAT).
-
Our flagship end-to-end solution:
P. E.A.C.E.
How you pay:
Creative Company: inside or outside IR35 (ex VAT).
Brand Owner: consultancy project invoice (ex VAT).
-
Fractional strategist to lead on projects:
'PeaceCabin Inside'.
How you pay:
Fractional FTC.
For non-profits and start-ups it's 'pay what you can'. For everyone else it's 50% at the start of the engagement, 50% upon completion.
Business that puts back what it takes
10% of every fee funds restoration of UK seagrass meadows via Art for our Sea. This vital marine habitat captures carbon faster than trees, shelters biodiversity, and protects coastlines - yet 92% has been lost. We are helping restore over one million m² of seagrass - sustaining the donor beds just across the estuary from Margate as part of Britain’s largest peacetime marine conservation effort along the Thames.
EPS. Earth Positive Strategy
We don’t support a cause to sell more strategy. We sell more strategy to support our cause. PeaceCabin operates like a public benefit company, working to plant a network of seagrass meadows around the UK. Our five-year ambition: capture 2 million tonnes of CO₂ through our climate fund, Art for our Sea.
Inside the studio
Every other year we crowdfund for our climate fund through ‘rewarded’ donations - offering original artworks and merchandise. Hence the name: Art for our Sea. Every campaign and release supports our climate fund. Four times a year, we share the music that soundtracks the studio - releasing our now widely shared mixtapes. And Cabin Rate members are invited to our Good People, Doing Good Things beach meet-up.