SPEL Studios
“Stare, pry, eavesdrop, listen. Die knowing something. You are not here long.” ~Walker Evans
SPEL Studios is a cultural insight, brand strategy, and growth consultancy.
With eyes on the horizon and ears to the ground, we uncover shifts in global culture — from the margins to the mainstream.
Those insights, in turn, become the foundation for distinctive brand strategy and meaningful business innovation.
One part method. One part magic.
SPEL’s Specialties
An evolving offer to meet the moment. Bespoke engagements available upon request.
Trend Watching
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Consumer Understanding
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Competitive Sleuthing
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Product Roadmapping
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Range Refinement
Brand Definition
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Experience Design
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User & Guest Journeys
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Narrative Spaces
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Innovation Strategy
SPEL’s Founder
Christina Herbach founded SPEL Studios in 2022 to collaborate other curious minds on creative and commercial projects alike.
Christina brings 15+ years of insight, strategy, and innovation experience to SPEL. She’s worked across the US, UK and Europe and is a WPP and Accenture alum, with stints at the subsidiaries of Bow&Arrow, FJORD, Kurt Salmon, Landor&Fitch, Wavemaker, and ?WhatIf!.
An expert in the field of experience strategy and design, Christina is a contributing author to the Routledge textbook Customer Experience in Fashion Retailing (2023), and she is writing a forthcoming book, Positive Friction. Her commentary appears regularly in The Telegraph, The Times, Metro News, and Courier.
As with most experience designers, Christina is a natural gatherer and previously co-founded Bring Your Own Story, a supper club helping people to skip the small talk via 300+ global storytelling dinner parties.
She holds a dual MBA and MS Design Innovation from Northwestern University’s Kellogg School of Management and lives in London with her family.
“SPEL Studios and Christina were brilliant partners as we refined our brand narrative and mapped out a compelling new growth strategy in a tough market.”
GET IN TOUCH
Interested in working with SPEL? Drop a note below!