Cultivating Community
Eight Youth Collectives. One Collaborative Project.
We've spent 10+ years working with young people and collectives across the globe. Community-focused campaigns are now mainstream, but few brands are truly getting them right.
So rather than observing from the outside, we handed the mic directly to the changemakers: the young people creating and leading their own communities, to understand what's driving this shift and how they're making it matter.
We found eight collectives from across the UK, from nunchuck-wielding warriors and global gaming collectives to mental health advocates and a radically trans-inclusive football team, and worked with them to create a zine and short film celebrating their stories, challenges, and legacy.
Our communities
Black Girl Gamers
A multi-platform global community for Black women gamers
Bugeisha Club
Martial arts warrior women preparing for the apocalypse
EOTT
A mental health project changing the conversation around stigma
Hellaa Melanin
A safe space dedicated to celebrating blackness
Hells Bells FC
A radically trans inclusive grassroots football team
DR3
Promoters and club night championing rising youth DJ talent
Peng Femme Jam
A Monthly jam session for women, queer and gender non-conforming musicians
The rise of Gen Z communities is a call to action for brands. For those willing to show up genuinely, the opportunity to build lasting cultural relevance is real
- Invest in two-way value.
True community partnerships are built on co-creation, not transactions. Brands need to bring tangible support, whether that is resources, platforms, education or space, and be genuinely open to what communities bring back. - Treat communities as cultural advisors.
Treat communities as cultural advisors. Bring them in early, be transparent about your goals, and stay flexible as things evolve. The more honest you are about what you need, the better they can help you get there. - Lead with values, not trends.
Aligning with a community is a signal of who you are as a brand. Gen Z can spot inauthenticity immediately, so start with your own values and let that guide who you work with. - Meet them where they are.
For most collectives, this is a passion project, not a day job. Build in flexibility, offer support where skills gaps exist, and remember that one size does not fit all. - Come with kindness.
These communities have built something meaningful and trust is earned through how you show up throughout the process, not just in the final output.
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