The Lab is a creative human understanding practice where ambitious brands come to make brilliant leaps. 

Founded in 2006, our fiercely independent collective of strategic thinkers fuses the powerful forces of culture, behaviour, and technology to reveal fresh perspectives that enable brands to take advantage of our rapidly changing society and stay ahead of change.

Our areas of brilliance:

Brand & Communications 
- Building distinctive brands that matter to people today, and tomorrow.

Innovation and NPD 
- Disrupting with culturally charged ideas that solve unmet human needs.

Experience & Journey 
- Creating brand, not bland, experiences.

Audience Discovery 
- Illuminating the people you are designing for.

Cultural Intelligence 
- Uncovering the cultural dynamics that shape people's behaviour now and in the future.

Behavioural Science 
- Igniting positive behaviour change.

We’re lighting the way forward with an eye on the bigger picture. As a company committed to the triple bottom line, we maintain a sharp focus on our work, the wellbeing of our people and the impact on our place.

As a certified B Corp, we meet the highest verified standards of social and environmental performance, public transparency, and legal accountability, and aspire to use the power of business to address social and environmental challenges.

We’re committed to reconciliation and have completed our Reflect RAP to drive change and unification.

We’re proud of our progressive and flexible approach to work and wellness, with our generous leave policies and inclusive parental leave program.


Consulting

Creative Agency

Marketing

Social Impact

The Lab Insight & Strategy

Org chart

Teams

Offices