A New Chapter for Driftime®

As we launch this new chapter, we're excited to share what's been brewing behind the scenes. This isn't just another rebrand story. It's about making real change more accessible to the people who need it most. After years of watching brilliant organisations struggle with the gap between their ambitions and available resources, we've found a way to bridge that divide.

The Perfect Moment for Change

Change keeps moving, and frankly, we love that. As new creative agencies spring up everywhere and "purpose-driven" becomes the phrase everyone's using, we realised it was time to get crystal clear about what Driftime® really stands for.

The story goes back further than you might think. While Driftime officially formed in 2020, Sara and I started this journey in 2016 under the name Curate Labs. We've spent over 20 years in the industry, nearly 10 years building our own thing, and five of those years as Driftime. This rebrand marks our third major milestone, and it feels like the most important one yet.

What's driving this shift? We're living through times when support for meaningful work has never been more crucial. This new chapter is rooted in something we care deeply about, understanding what people actually need, making our expertise accessible, and helping the right organisations thrive.

Turning Obstacles into Opportunities

Over the past few years, we kept hitting the same wall. The more our reputation grew, the higher our prices climbed, which is natural, right? But then we started having conversations with progressive brands doing incredible work, many of them simply couldn't afford what we offered.

That felt wrong.

Here's the thing about branding today. When done properly, it can cost anywhere from £50,000 to £500,000. And honestly? It's worth that investment if you're an enterprise with deep pockets. But when you're an organisation doing vital work on the ground, spending that kind of money on branding can feel like you're stealing resources from the actual mission.

We watched brilliant organisations settle for temporary fixes that weren't sustainable, weren't particularly effective, and couldn't grow with them. These interim solutions often lacked the flexibility and scalability these brands would need as they expanded their impact. Something had to change.

Creating Solutions That Change Everything

Instead of just accepting this as "how things work," we started thinking differently about how we deliver our expertise. What if ideas and first steps could be built upon over time, evolved, and iterated, rather than replaced wholesale?

For this to work without backfiring, we needed to focus on three things. Repeatability, reliable results, and absolute confidence in what factors we could control to create real impact for our partners.

This thinking gave birth to our Foundations, along with the fundamental work needed for impact. We call it creative thinking that actually moves the needle. We took our decade-long process of helping brands achieve meaningful results and transformed it into something practical, actionable, and accessible. It's the difference between paying us £50,000 to handle your creative thinking versus £799 to do it yourself through our Impact Pathfinder.

As we evolved, we embraced something we've believed for a long time. We exist to empower others. We're the support system behind the hero of the story. We're here to help our partners shine and do the incredible work they're meant to do. The Obi-Wan to their Skywalker.

The Foundations for Lasting Impact

Alongside this rebrand and our new website, we're launching our initial Foundations. Our Brand Foundations help you build credibility quickly, using proven practices that generate measurable business value. Our Digital Foundations streamline traditional development while maintaining professional standards, creating accessible pathways to effective digital presence.

We're also introducing our Impact Pathfinder, which transforms complex goals into achievable outcomes through evidence-based planning. In the coming weeks, we'll be adding our Storytelling and Reporting Foundations to round out the toolkit.

Building Tomorrow's Impact Today

Our goal is to make the Impact Pathfinder widely accessible, giving progressive brands the foundation for reliable, effective approaches that align what they care about with business success and meaningful impact.

With Foundations, we hope organisations can adopt this new way of working, freeing up resources and capital for the actual work that matters while avoiding costly interim solutions that don't deliver.

We're committed to continuing as the impact-first creative partner we've always been, empowering our clients and partners for ongoing success. The work that needs doing has never been more important, and we're here to make sure the right people have what they need to do it well.