Consulting engagement – ongoing
Aligning a respected roaster’s teams, brand, and customer experience ahead of a major rebuild.
Curve had grown with a strong sense of craft and intention, but as the business expanded, different parts of the organisation were telling slightly different versions of the brand story. The roasting team, the café team, and the public-facing brand weren’t fully aligned – and a website rebuild was approaching that would need all three to be coherent.
I started with a brand strategy workshop with the founders, then ran separate sessions with the roasting and production team and the café team. The aim wasn’t to impose a direction from the top down, but to surface what was already true across the business and give it shared language. What came out of those sessions is now feeding into a complete website rebuild – designed to better reflect Curve’s position, support DTC, and connect internal clarity with how the brand shows up publicly.
What changed:
- A brand new website, fully optimised for DTC growth
- A team (founders + roastery staff + production + cafe team) fully aligned on the vision, mission and values of their business.
Joshua Small, Creative Consultant 