Founded by Tamara Sheeran in 2010, The Initiative is a creative studio with a reputation of building successful brands that influence culture.

From strategy to identity, storytelling to digital experiences, we push through complexity to understand the issues behind the problem to craft solutions that make a real, lasting impact.

The Initiative is a deliberately small team of creatives. Staying lean keeps us agile, deeply engaged in the work, and able to uncover the insights we’re known for. The people you meet are the ones building your brand—hands-on, committed, and all-in. As a team of creatives, brand thinkers and strategy-led designers, we live and breathe what we do: simplifying, cultivating and transforming ideas into purposeful brands.

Our approach is collaborative, immersive, and thoughtful. Our process favours pragmatism over preciousness. We value the discipline of minimalism and take time to uncover the "why"—crafting work that is intelligent, intentional, accessible, and beautiful.

We focus on stripping away the unnecessary, refining ideas down to their most essential form. That means clearly defining your brand’s goals—and eliminating anything that distracts from or obstructs them.