Armada
We design intelligent brand and marketing systems to help big enterprises overcome legacy complexity and recapture value lost to fragmented experiences.
We design intelligent brand and marketing systems to help big enterprises overcome legacy complexity and recapture value lost to fragmented experiences.
About Us
About Us
About Us
We use data and research
to operationalise empathy.
Not as a sentiment, but as a design principle.
The brand and marketing systems we design are built to understand when your brand is genuinely useful to the humans it's here to serve, and when it is not. To show up decisively in moments of intent, and to step back when your presence would be ignored, forgotten, or wasted.
Our systems-led approach allows your brand to respond creatively to real human behaviour across even automated through-the-line touchpoints, without losing coherence, craft, or intent.
The result is not just consistency of look, but consistency of experience. A brand that behaves with purpose, earns attention, and is remembered because it was valuable at the right moment.
Our Perspective
2026
Our Perspective
2026
Our Perspective
2026
Why Armada
Why Armada
Why Armada
From commercials
to commercial value.
Brands lose millions annually to disjointed experiences, redundant media activity, and creative that prioritises entertainment over value creation.
Old, inflexible identity systems don't know enough about the multi-dimensional experiences they’re expected to flex across. Big-idea-only campaigns try to be one thing to everyone, instead of the right thing to someone in the right moment. Digital media is often handed over to black-boxes that self-optimise away from your team, robbing you of the opportunity to build a richer data portrait of your customer.
The result is work that might look good in isolation, but fails to make the most of the moment it’s face-to-face with the person it’s meant for.
Armada helps brands rethink old ways of working, and redesign their systems so media, data, and creative work together to recapture value that is already within reach.
Brands lose millions annually to disjointed experiences, redundant media activity, and creative that prioritises entertainment over value creation.
Old, inflexible identity systems don't know enough about the multi-dimensional experiences they’re expected to flex across. Big-idea-only campaigns try to be one thing to everyone, instead of the right thing to someone in the right moment. Digital media is often handed over to black-boxes that self-optimise away from your team, robbing you of the opportunity to build a richer data portrait of your customer.
The result is work that might look good in isolation, but fails to make the most of the moment it’s face-to-face with the person it’s meant for.
Armada helps brands rethink old ways of working, and redesign their systems so media, data, and creative work together to recapture value that is already within reach.
Ann. Media Spend Under Management
Average Initial Efficiency Gains
Average YoY Revenue Growth
Incremental Revenue Unlocked
Clients
Clients
Recovering value
left on the table.
Over the past five years, we have partnered with some of South Africa’s best-known brands to turn complexity into enduring customer relationships that earn meaningful engagement and increase customer lifetime value.
The result is longer partnerships with our clients, measurable revenue growth, and customer-brand relationships that compound over time.
Clients
Recovering value
left on the table.
Over the past five years, we have partnered with some of South Africa’s best-known brands to turn complexity into enduring customer relationships that earn meaningful engagement and increase customer lifetime value.
The result is longer partnerships with our clients, measurable revenue growth, and customer-brand relationships that compound over time.
Services
Services
01
Diagnostic Research
We combine quantitative and qualitative research to build a clear, evidence-based view of how people actually experience your brand. This work surfaces the moments that materially influence behaviour, highlights where value is being lost through friction or fragmentation, and defines where focused intervention will make a measurable difference.
Outputs
Brand Health Trackers
Focus Groups
UX & UI User Testing
Share of Voice
Behavioural Analysis
Sentiment
Diagnostic Research
02
Brand & Growth Strategy
We define how growth is realised by identifying the commercial levers that matter most, across both acquisition and retention. By understanding where value is created, captured, or left unrealised across the customer relationship, we prioritise the interventions most likely to unlock meaningful return in the shortest and most sustainable timeframe. This often means expanding the value of existing customer relationships as much as, if not more than, pursuing new ones. The result is a focused growth strategy that directs investment, aligns teams, and treats brand as a practical engine for compounding value over time.
Outputs
Market Mapping
Positioning
Growth KPIs
Value Levers
Platform optimization
Growth Strategy
Brand & Growth Strategy
03
Brand Experience Design
We design end-to-end brand experience systems that consider how relationships with brands actually evolve over time, across different moments, contexts, and stages of life. Our work spans service design and journey mapping, visual identity, UX and UI, as well as microcopy and interaction design across digital products, platforms, and interfaces. Rather than treating these as isolated disciplines, we bring them together through a modular, system-led approach. The principles that govern these systems are designed to be lived and applied, not archived in static guidelines. We define them in ways that are almost programmable, expressed through a combination of written guidance, live templates, and reusable components that teams can work with directly in their day-to-day tools and codebases. Supported by deep expertise in digital media and web and app development, we design brand elements and micro-interactions that take full advantage of what technology makes possible experientially. These interactions are custom-built, not assembled from off-the-shelf libraries, ensuring distinctiveness at every level of the experience rather than just visual consistency. The result is a living brand system that can flex, scale, and adapt without breaking, remaining recognisable, coherent, and engaging well beyond the moment of transaction.
Outputs
Journey Mapping
Visual Identity
Design Systems
UX & UI
Brand Management
Brand Automation
Brand Experience Design
04
Media Buying & Merchandising
We run media as a live system, not a set-and-forget exercise. Our approach is deliberately hands-on. Campaigns are actively paced, adjusted, and rebalanced daily in response to real-time signals, with decisions and outcomes logged as they happen. Over time, this creates a compounding base of institutional knowledge that does not disappear when people or agencies change. Media, creative, and analytics work together to refine messaging and allocation in real time, concentrating investment where it is delivering return and pulling back where it is not. Growth is unlocked through discipline and responsiveness, not through locked-in plans or retrospective optimisation. We are intentional about ownership. Media accounts, buying history, and audience data are set up in the client’s name and remain theirs. When we leave, the learning stays behind, along with more capable in-house teams who understand how decisions are made. For the same reason, we avoid pre-bought or bulk-discounted inventory that restricts flexibility. In media, the ability to change course is often the difference between average performance and meaningful commercial impact.
Outputs
Media Buying & Merchandising
05
Campaign & Content Development
We develop campaigns and content that are accountable to research, data, and real-world performance. Creative work begins with strong human insight, but it does not end at launch. Our creative teams work alongside media and analytics, staying close to live performance to refine design, messaging, and tone as signals emerge. This ensures ideas improve through use, not just through critique. Over time, these learnings are captured and carried forward, allowing successful patterns to be reused, adapted, and scaled. The result is creative that performs better as it goes, and a growing body of knowledge that compounds rather than being relearned with every campaign.
Outputs
Big Idea Development
Content Production
Messaging Frameworks
ATL & Digital Film
Out of Home
Content Automation
Campaign & Content Development
06
CRM & Relationship Design
We design customer relationships to compound value over time, not just to drive short-term response. CRM is treated as both a growth lever and a learning environment. Through considered sequencing, relevance, and restraint, we help brands retain customers, expand lifetime value, and activate referral in ways that feel earned rather than engineered. Lead nurturing and re-engagement are approached as signal-rich interactions. Every response, hesitation, or non-conversion is treated as information, helping us understand what motivates individuals, how value is perceived, and which interventions genuinely change behaviour. Over time, this turns CRM into a source of increasing clarity and effectiveness, where each interaction strengthens the next and relationship value grows through understanding rather than volume.
Outputs
CRM Strategy
Lifecycle Marketing
Retention Strategy
Referral Schemes
Data Enrichment
Lead Nurturing
CRM & Relationship Design
07
Venture Pilots & Product Incubation
This service is designed for large, established enterprises with internal innovation mandates, incubators, or venture teams exploring opportunities beyond the core business. We partner closely with these teams to design, test, and launch new products and offerings that can stand up to venture-backed challengers. By bringing product design, brand, experience, and go-to-market execution together into a single, tightly scoped process, we move from concept to proof of value in weeks rather than quarters. Each pilot is structured to answer clear commercial questions. The outcome is deliberate: scale it into the core business with confidence, or close it down having learned exactly what was required to make it work. This is disciplined, enterprise-grade venture building focused on evidence and momentum, rather than speculative experimentation. It is intentionally distinct from early-stage startup MVP work, and optimised for organisations with the scale, context, and ambition to take successful pilots further.
Outputs
Venture Concepts
MVP Builds
Service Design
UX Flows
Go-to-Market
Scale Decisions
Venture Pilots & Product Incubation
08
Analytics & Reporting
We use analytics to guide decisions as they are being made, not to explain outcomes after the fact. Performance is tracked closely, tests are designed with intent, and learnings are documented continuously so improvement compounds week by week rather than resetting with each new campaign. The emphasis is on understanding what is changing and why, not simply what happened. We avoid black-box platforms and generic best practice. Instead, we look for the non-obvious drivers of performance, including competitive pressure, category dynamics, and broader cultural or economic shifts that influence behaviour. These signals are fed directly back into strategy, creative, and media in real time. Analytics is not a reporting layer added at the end of the process. It is embedded in how decisions are made, enabling sustained growth through clarity and efficiency rather than increased spend.
Outputs
Behavioural Signals
Audience Enrichment
Live Experiments
Decision Logs
Performance Levers
Market Signals
Analytics & Reporting
09
B2B
Effective B2B marketing starts with a simple truth that is often overlooked: businesses do not make decisions, people do. Behind every role, committee, or procurement process are individuals with ambitions, anxieties, incentives, and influence that extend well beyond their job titles. They do not live exclusively inside buying cycles or business hours, and they do not experience brands only in professional contexts. Our approach is built around understanding those humans in full. We consider how they move through the world online, what captures their attention, who they trust, and how professional decisions are shaped by broader personal context. This allows us to design communication that appears when it is relevant, alongside content and voices that carry weight, and in moments where meaningful action is possible. Rather than forcing messages into rigid funnels or speaking in abstract corporate language, we focus on relevance, timing, and tone. The goal is not volume, but presence that feels considered and credible, earning attention rather than demanding it. B2B, done well, is not one logo speaking to another. It is a brand showing up thoughtfully in the lives of the people who ultimately decide.
Outputs
Lead Generation
ABM
Lead Nurturing
Pitch Support
White Papers
Affiliate Programmes
B2B
01
Diagnostic Research
We combine quantitative and qualitative research to build a clear, evidence-based view of how people actually experience your brand. This work surfaces the moments that materially influence behaviour, highlights where value is being lost through friction or fragmentation, and defines where focused intervention will make a measurable difference.
Outputs
Brand Health Trackers
Focus Groups
UX & UI User Testing
Share of Voice
Behavioural Analysis
Sentiment
Diagnostic Research
02
Brand & Growth Strategy
We define how growth is realised by identifying the commercial levers that matter most, across both acquisition and retention. By understanding where value is created, captured, or left unrealised across the customer relationship, we prioritise the interventions most likely to unlock meaningful return in the shortest and most sustainable timeframe. This often means expanding the value of existing customer relationships as much as, if not more than, pursuing new ones. The result is a focused growth strategy that directs investment, aligns teams, and treats brand as a practical engine for compounding value over time.
Outputs
Market Mapping
Positioning
Growth KPIs
Value Levers
Platform optimization
Growth Strategy
Brand & Growth Strategy
03
Brand Experience Design
We design end-to-end brand experience systems that consider how relationships with brands actually evolve over time, across different moments, contexts, and stages of life. Our work spans service design and journey mapping, visual identity, UX and UI, as well as microcopy and interaction design across digital products, platforms, and interfaces. Rather than treating these as isolated disciplines, we bring them together through a modular, system-led approach. The principles that govern these systems are designed to be lived and applied, not archived in static guidelines. We define them in ways that are almost programmable, expressed through a combination of written guidance, live templates, and reusable components that teams can work with directly in their day-to-day tools and codebases. Supported by deep expertise in digital media and web and app development, we design brand elements and micro-interactions that take full advantage of what technology makes possible experientially. These interactions are custom-built, not assembled from off-the-shelf libraries, ensuring distinctiveness at every level of the experience rather than just visual consistency. The result is a living brand system that can flex, scale, and adapt without breaking, remaining recognisable, coherent, and engaging well beyond the moment of transaction.
Outputs
Journey Mapping
Visual Identity
Design Systems
UX & UI
Brand Management
Brand Automation
Brand Experience Design
04
Media Buying & Merchandising
We run media as a live system, not a set-and-forget exercise. Our approach is deliberately hands-on. Campaigns are actively paced, adjusted, and rebalanced daily in response to real-time signals, with decisions and outcomes logged as they happen. Over time, this creates a compounding base of institutional knowledge that does not disappear when people or agencies change. Media, creative, and analytics work together to refine messaging and allocation in real time, concentrating investment where it is delivering return and pulling back where it is not. Growth is unlocked through discipline and responsiveness, not through locked-in plans or retrospective optimisation. We are intentional about ownership. Media accounts, buying history, and audience data are set up in the client’s name and remain theirs. When we leave, the learning stays behind, along with more capable in-house teams who understand how decisions are made. For the same reason, we avoid pre-bought or bulk-discounted inventory that restricts flexibility. In media, the ability to change course is often the difference between average performance and meaningful commercial impact.
Outputs
Media Buying & Merchandising
05
Campaign & Content Development
We develop campaigns and content that are accountable to research, data, and real-world performance. Creative work begins with strong human insight, but it does not end at launch. Our creative teams work alongside media and analytics, staying close to live performance to refine design, messaging, and tone as signals emerge. This ensures ideas improve through use, not just through critique. Over time, these learnings are captured and carried forward, allowing successful patterns to be reused, adapted, and scaled. The result is creative that performs better as it goes, and a growing body of knowledge that compounds rather than being relearned with every campaign.
Outputs
Big Idea Development
Content Production
Messaging Frameworks
ATL & Digital Film
Out of Home
Content Automation
Campaign & Content Development
06
CRM & Relationship Design
We design customer relationships to compound value over time, not just to drive short-term response. CRM is treated as both a growth lever and a learning environment. Through considered sequencing, relevance, and restraint, we help brands retain customers, expand lifetime value, and activate referral in ways that feel earned rather than engineered. Lead nurturing and re-engagement are approached as signal-rich interactions. Every response, hesitation, or non-conversion is treated as information, helping us understand what motivates individuals, how value is perceived, and which interventions genuinely change behaviour. Over time, this turns CRM into a source of increasing clarity and effectiveness, where each interaction strengthens the next and relationship value grows through understanding rather than volume.
Outputs
CRM Strategy
Lifecycle Marketing
Retention Strategy
Referral Schemes
Data Enrichment
Lead Nurturing
CRM & Relationship Design
07
Venture Pilots & Product Incubation
This service is designed for large, established enterprises with internal innovation mandates, incubators, or venture teams exploring opportunities beyond the core business. We partner closely with these teams to design, test, and launch new products and offerings that can stand up to venture-backed challengers. By bringing product design, brand, experience, and go-to-market execution together into a single, tightly scoped process, we move from concept to proof of value in weeks rather than quarters. Each pilot is structured to answer clear commercial questions. The outcome is deliberate: scale it into the core business with confidence, or close it down having learned exactly what was required to make it work. This is disciplined, enterprise-grade venture building focused on evidence and momentum, rather than speculative experimentation. It is intentionally distinct from early-stage startup MVP work, and optimised for organisations with the scale, context, and ambition to take successful pilots further.
Outputs
Venture Concepts
MVP Builds
Service Design
UX Flows
Go-to-Market
Scale Decisions
Venture Pilots & Product Incubation
08
Analytics & Reporting
We use analytics to guide decisions as they are being made, not to explain outcomes after the fact. Performance is tracked closely, tests are designed with intent, and learnings are documented continuously so improvement compounds week by week rather than resetting with each new campaign. The emphasis is on understanding what is changing and why, not simply what happened. We avoid black-box platforms and generic best practice. Instead, we look for the non-obvious drivers of performance, including competitive pressure, category dynamics, and broader cultural or economic shifts that influence behaviour. These signals are fed directly back into strategy, creative, and media in real time. Analytics is not a reporting layer added at the end of the process. It is embedded in how decisions are made, enabling sustained growth through clarity and efficiency rather than increased spend.
Outputs
Behavioural Signals
Audience Enrichment
Live Experiments
Decision Logs
Performance Levers
Market Signals
Analytics & Reporting
09
B2B
Effective B2B marketing starts with a simple truth that is often overlooked: businesses do not make decisions, people do. Behind every role, committee, or procurement process are individuals with ambitions, anxieties, incentives, and influence that extend well beyond their job titles. They do not live exclusively inside buying cycles or business hours, and they do not experience brands only in professional contexts. Our approach is built around understanding those humans in full. We consider how they move through the world online, what captures their attention, who they trust, and how professional decisions are shaped by broader personal context. This allows us to design communication that appears when it is relevant, alongside content and voices that carry weight, and in moments where meaningful action is possible. Rather than forcing messages into rigid funnels or speaking in abstract corporate language, we focus on relevance, timing, and tone. The goal is not volume, but presence that feels considered and credible, earning attention rather than demanding it. B2B, done well, is not one logo speaking to another. It is a brand showing up thoughtfully in the lives of the people who ultimately decide.
Outputs
Lead Generation
ABM
Lead Nurturing
Pitch Support
White Papers
Affiliate Programmes
B2B
01
Diagnostic Research
We combine quantitative and qualitative research to build a clear, evidence-based view of how people actually experience your brand. This work surfaces the moments that materially influence behaviour, highlights where value is being lost through friction or fragmentation, and defines where focused intervention will make a measurable difference.
Outputs
Brand Health Trackers
Focus Groups
UX & UI User Testing
Share of Voice
Behavioural Analysis
Sentiment
Diagnostic Research
02
Brand & Growth Strategy
We define how growth is realised by identifying the commercial levers that matter most, across both acquisition and retention. By understanding where value is created, captured, or left unrealised across the customer relationship, we prioritise the interventions most likely to unlock meaningful return in the shortest and most sustainable timeframe. This often means expanding the value of existing customer relationships as much as, if not more than, pursuing new ones. The result is a focused growth strategy that directs investment, aligns teams, and treats brand as a practical engine for compounding value over time.
Outputs
Market Mapping
Positioning
Growth KPIs
Value Levers
Platform optimization
Growth Strategy
Brand & Growth Strategy
03
Brand Experience Design
We design end-to-end brand experience systems that consider how relationships with brands actually evolve over time, across different moments, contexts, and stages of life. Our work spans service design and journey mapping, visual identity, UX and UI, as well as microcopy and interaction design across digital products, platforms, and interfaces. Rather than treating these as isolated disciplines, we bring them together through a modular, system-led approach. The principles that govern these systems are designed to be lived and applied, not archived in static guidelines. We define them in ways that are almost programmable, expressed through a combination of written guidance, live templates, and reusable components that teams can work with directly in their day-to-day tools and codebases. Supported by deep expertise in digital media and web and app development, we design brand elements and micro-interactions that take full advantage of what technology makes possible experientially. These interactions are custom-built, not assembled from off-the-shelf libraries, ensuring distinctiveness at every level of the experience rather than just visual consistency. The result is a living brand system that can flex, scale, and adapt without breaking, remaining recognisable, coherent, and engaging well beyond the moment of transaction.
Outputs
Journey Mapping
Visual Identity
Design Systems
UX & UI
Brand Management
Brand Automation
Brand Experience Design
04
Media Buying & Merchandising
We run media as a live system, not a set-and-forget exercise. Our approach is deliberately hands-on. Campaigns are actively paced, adjusted, and rebalanced daily in response to real-time signals, with decisions and outcomes logged as they happen. Over time, this creates a compounding base of institutional knowledge that does not disappear when people or agencies change. Media, creative, and analytics work together to refine messaging and allocation in real time, concentrating investment where it is delivering return and pulling back where it is not. Growth is unlocked through discipline and responsiveness, not through locked-in plans or retrospective optimisation. We are intentional about ownership. Media accounts, buying history, and audience data are set up in the client’s name and remain theirs. When we leave, the learning stays behind, along with more capable in-house teams who understand how decisions are made. For the same reason, we avoid pre-bought or bulk-discounted inventory that restricts flexibility. In media, the ability to change course is often the difference between average performance and meaningful commercial impact.
Outputs
Media Buying & Merchandising
05
Campaign & Content Development
We develop campaigns and content that are accountable to research, data, and real-world performance. Creative work begins with strong human insight, but it does not end at launch. Our creative teams work alongside media and analytics, staying close to live performance to refine design, messaging, and tone as signals emerge. This ensures ideas improve through use, not just through critique. Over time, these learnings are captured and carried forward, allowing successful patterns to be reused, adapted, and scaled. The result is creative that performs better as it goes, and a growing body of knowledge that compounds rather than being relearned with every campaign.
Outputs
Big Idea Development
Content Production
Messaging Frameworks
ATL & Digital Film
Out of Home
Content Automation
Campaign & Content Development
06
CRM & Relationship Design
We design customer relationships to compound value over time, not just to drive short-term response. CRM is treated as both a growth lever and a learning environment. Through considered sequencing, relevance, and restraint, we help brands retain customers, expand lifetime value, and activate referral in ways that feel earned rather than engineered. Lead nurturing and re-engagement are approached as signal-rich interactions. Every response, hesitation, or non-conversion is treated as information, helping us understand what motivates individuals, how value is perceived, and which interventions genuinely change behaviour. Over time, this turns CRM into a source of increasing clarity and effectiveness, where each interaction strengthens the next and relationship value grows through understanding rather than volume.
Outputs
CRM Strategy
Lifecycle Marketing
Retention Strategy
Referral Schemes
Data Enrichment
Lead Nurturing
CRM & Relationship Design
07
Venture Pilots & Product Incubation
This service is designed for large, established enterprises with internal innovation mandates, incubators, or venture teams exploring opportunities beyond the core business. We partner closely with these teams to design, test, and launch new products and offerings that can stand up to venture-backed challengers. By bringing product design, brand, experience, and go-to-market execution together into a single, tightly scoped process, we move from concept to proof of value in weeks rather than quarters. Each pilot is structured to answer clear commercial questions. The outcome is deliberate: scale it into the core business with confidence, or close it down having learned exactly what was required to make it work. This is disciplined, enterprise-grade venture building focused on evidence and momentum, rather than speculative experimentation. It is intentionally distinct from early-stage startup MVP work, and optimised for organisations with the scale, context, and ambition to take successful pilots further.
Outputs
Venture Concepts
MVP Builds
Service Design
UX Flows
Go-to-Market
Scale Decisions
Venture Pilots & Product Incubation
08
Analytics & Reporting
We use analytics to guide decisions as they are being made, not to explain outcomes after the fact. Performance is tracked closely, tests are designed with intent, and learnings are documented continuously so improvement compounds week by week rather than resetting with each new campaign. The emphasis is on understanding what is changing and why, not simply what happened. We avoid black-box platforms and generic best practice. Instead, we look for the non-obvious drivers of performance, including competitive pressure, category dynamics, and broader cultural or economic shifts that influence behaviour. These signals are fed directly back into strategy, creative, and media in real time. Analytics is not a reporting layer added at the end of the process. It is embedded in how decisions are made, enabling sustained growth through clarity and efficiency rather than increased spend.
Outputs
Behavioural Signals
Audience Enrichment
Live Experiments
Decision Logs
Performance Levers
Market Signals
Analytics & Reporting
09
B2B
Effective B2B marketing starts with a simple truth that is often overlooked: businesses do not make decisions, people do. Behind every role, committee, or procurement process are individuals with ambitions, anxieties, incentives, and influence that extend well beyond their job titles. They do not live exclusively inside buying cycles or business hours, and they do not experience brands only in professional contexts. Our approach is built around understanding those humans in full. We consider how they move through the world online, what captures their attention, who they trust, and how professional decisions are shaped by broader personal context. This allows us to design communication that appears when it is relevant, alongside content and voices that carry weight, and in moments where meaningful action is possible. Rather than forcing messages into rigid funnels or speaking in abstract corporate language, we focus on relevance, timing, and tone. The goal is not volume, but presence that feels considered and credible, earning attention rather than demanding it. B2B, done well, is not one logo speaking to another. It is a brand showing up thoughtfully in the lives of the people who ultimately decide.
Outputs
Lead Generation
ABM
Lead Nurturing
Pitch Support
White Papers
Affiliate Programmes
B2B
Projects
Projects
Examples of brands we’ve supported, combining brand design and customer experience with campaign thinking and high-touch media buying.
FAQ
FAQ
A few questions and answers to help you understand how we work and whether we're the right fit.
Armada works best with marketers and brand custodians who care deeply about craft, but are frustrated by brands designed as static rule sets that break the moment they meet the real world. We match traditional brand agencies on strategy, design, and identity systems, and ATL-led agencies on campaign thinking and media execution. Where we differ is in what those ideas are designed for. We do not assume a single hero moment or a linear journey. We design for a personalised, non-linear media ecosystem where most people never see the same story in the same order. That means brand systems built to flex, campaign creative designed to adapt, and media run as a learning engine rather than a black box. The result is work that holds together in the moments where decisions are actually made.
We’re probably not the best fit if you’re looking for fast, high-volume execution or a fixed menu of deliverables. Some teams prefer to move quickly, produce a lot of content, and optimise through volume rather than structure. Our more deliberate, system-led approach can feel slow in those environments. Very early-stage businesses often fall into this category too. It’s less about ambition and more about timing and needs.
Most agencies organise around outputs and channels. We organise around systems and outcomes. We bring strategy, experience design, creative, media, CRM, analytics, and AI together so learning in one area can inform decisions in another. That often includes helping fix structural issues behind the scenes, not just what shows up externally. The aim isn’t just better campaigns, but marketing that works more coherently over time.
We look for leverage. Through diagnostic research, behavioural insight, and live experimentation, we identify where friction exists and where small changes can make a meaningful difference. Media, creative, and analytics work closely so learning is applied while activity is still live. Growth usually comes from sharper decisions, not simply spending more.
We treat analytics as a working tool, not a reporting layer. Rather than relying on static dashboards or platform-led optimisation, we run ongoing experiments and adjust based on real behaviour. We pay close attention to audience dynamics, competition, and market conditions. Staying close to that signal helps us make better decisions than handing everything over to automation.
No. A standard rate card wouldn’t be very useful. Our work is shaped by your business, how it operates, and what’s already in place. Two companies with similar briefs often need very different approaches. We usually start with discovery, then scope and price the work based on what’s actually required.
We don’t work to a fixed number. What matters more is marketing maturity. That usually means meaningful budget, senior buy-in, and the ability to act once insight is uncovered. It’s less about scale, and more about intent and capability.
Yes. Discovery helps us understand how your organisation works, where growth is constrained, and what’s already effective. It also surfaces alignment issues that can derail good work later. We treat discovery as real work because it shapes everything that follows.
Sometimes, but context matters. We’re happiest when creative work is part of a broader strategy and system. That’s usually where it performs best. Because of that, we don’t often execute ideas developed before we’re involved. If an idea is already fully formed, we’re always happy to recommend production partners.
Generally, no. There are excellent agencies that specialise in getting businesses from zero to one. We tend to come in after that, once there’s proof and the challenge becomes scaling to dominate your category. We’re always happy to share perspective, but formal engagements with startups are less common.
Some effects are immediate. Others compound over time. Media and optimisation improvements can show results within weeks. Structural gains in brand, experience, and customer value typically build over months. The goal is not short-term spikes, but sustained improvement year on year. We prioritise momentum early, while building systems that keep improving.
Armada works best with marketers and brand custodians who care deeply about craft, but are frustrated by brands designed as static rule sets that break the moment they meet the real world. We match traditional brand agencies on strategy, design, and identity systems, and ATL-led agencies on campaign thinking and media execution. Where we differ is in what those ideas are designed for. We do not assume a single hero moment or a linear journey. We design for a personalised, non-linear media ecosystem where most people never see the same story in the same order. That means brand systems built to flex, campaign creative designed to adapt, and media run as a learning engine rather than a black box. The result is work that holds together in the moments where decisions are actually made.
We’re probably not the best fit if you’re looking for fast, high-volume execution or a fixed menu of deliverables. Some teams prefer to move quickly, produce a lot of content, and optimise through volume rather than structure. Our more deliberate, system-led approach can feel slow in those environments. Very early-stage businesses often fall into this category too. It’s less about ambition and more about timing and needs.
Most agencies organise around outputs and channels. We organise around systems and outcomes. We bring strategy, experience design, creative, media, CRM, analytics, and AI together so learning in one area can inform decisions in another. That often includes helping fix structural issues behind the scenes, not just what shows up externally. The aim isn’t just better campaigns, but marketing that works more coherently over time.
No. A standard rate card wouldn’t be very useful. Our work is shaped by your business, how it operates, and what’s already in place. Two companies with similar briefs often need very different approaches. We usually start with discovery, then scope and price the work based on what’s actually required.
We don’t work to a fixed number. What matters more is marketing maturity. That usually means meaningful budget, senior buy-in, and the ability to act once insight is uncovered. It’s less about scale, and more about intent and capability.
Armada works best with marketers and brand custodians who care deeply about craft, but are frustrated by brands designed as static rule sets that break the moment they meet the real world. We match traditional brand agencies on strategy, design, and identity systems, and ATL-led agencies on campaign thinking and media execution. Where we differ is in what those ideas are designed for. We do not assume a single hero moment or a linear journey. We design for a personalised, non-linear media ecosystem where most people never see the same story in the same order. That means brand systems built to flex, campaign creative designed to adapt, and media run as a learning engine rather than a black box. The result is work that holds together in the moments where decisions are actually made.
We’re probably not the best fit if you’re looking for fast, high-volume execution or a fixed menu of deliverables. Some teams prefer to move quickly, produce a lot of content, and optimise through volume rather than structure. Our more deliberate, system-led approach can feel slow in those environments. Very early-stage businesses often fall into this category too. It’s less about ambition and more about timing and needs.
Most agencies organise around outputs and channels. We organise around systems and outcomes. We bring strategy, experience design, creative, media, CRM, analytics, and AI together so learning in one area can inform decisions in another. That often includes helping fix structural issues behind the scenes, not just what shows up externally. The aim isn’t just better campaigns, but marketing that works more coherently over time.
We look for leverage. Through diagnostic research, behavioural insight, and live experimentation, we identify where friction exists and where small changes can make a meaningful difference. Media, creative, and analytics work closely so learning is applied while activity is still live. Growth usually comes from sharper decisions, not simply spending more.
We treat analytics as a working tool, not a reporting layer. Rather than relying on static dashboards or platform-led optimisation, we run ongoing experiments and adjust based on real behaviour. We pay close attention to audience dynamics, competition, and market conditions. Staying close to that signal helps us make better decisions than handing everything over to automation.
No. A standard rate card wouldn’t be very useful. Our work is shaped by your business, how it operates, and what’s already in place. Two companies with similar briefs often need very different approaches. We usually start with discovery, then scope and price the work based on what’s actually required.
We don’t work to a fixed number. What matters more is marketing maturity. That usually means meaningful budget, senior buy-in, and the ability to act once insight is uncovered. It’s less about scale, and more about intent and capability.
Yes. Discovery helps us understand how your organisation works, where growth is constrained, and what’s already effective. It also surfaces alignment issues that can derail good work later. We treat discovery as real work because it shapes everything that follows.
Sometimes, but context matters. We’re happiest when creative work is part of a broader strategy and system. That’s usually where it performs best. Because of that, we don’t often execute ideas developed before we’re involved. If an idea is already fully formed, we’re always happy to recommend production partners.
Generally, no. There are excellent agencies that specialise in getting businesses from zero to one. We tend to come in after that, once there’s proof and the challenge becomes scaling to dominate your category. We’re always happy to share perspective, but formal engagements with startups are less common.
Some effects are immediate. Others compound over time. Media and optimisation improvements can show results within weeks. Structural gains in brand, experience, and customer value typically build over months. The goal is not short-term spikes, but sustained improvement year on year. We prioritise momentum early, while building systems that keep improving.
Let’s talk
Thinking about transforming your brand
and unsure where to start?
Tell us what brought you here,
and we’ll get in touch to talk it through.
Join Our Team
If you’re curious about joining the Armada team, whether in a permanent role or on a project basis, please use the button below to access our Talent application form.
Let’s talk
Thinking about transforming your brand
and unsure where to start?
Tell us what brought you here,
and we’ll get in touch to talk it through.
Join Our Team
If you’re curious about joining the Armada team, whether in a permanent role or on a project basis, please use the button below to access our Talent application form.