Huí//Lüè is a fluid brand innovation consultancy.

Analytical rigor has become a commodity. Better suited to understand an existing business context than to find ways to shape a new one.

That’s why, while we start with rigorous analysis, we always make the creative leap into the unexpected to see beyond the obvious.

Because only the unexpected has the power to truly reshape businesses.

It’s scientifically proven, groups of people who are unalike are better innovators than groups of people who are alike. That’s why we’ve been building our collaboration network with people that are different from us and each other, not more of the same.

Because only diverse teams come with truly creative solutions.

To paraphrase the core belief of one of our key business partners: sharper elbows don’t lead to better ideas.
That’s why we happily share profit and tap into our diverse collaboration network to build the team that’s exactly right for a certain project.
Because only collaboration lets diversity truly blossom.

Talent is everything. And it is rare.
That’s why we use every opportunity to teach the next generation of marketers, be it in China at the China Academy of Arts in Hangzhou, or globally with the 30 Minutes – University of Planning. Because only with the right talents there truly is meaningful collaboration.

MD 3Drips Research & Consulting

Always inisghtful, be it as psycho-terapist, qualitative  researcher or intercultural communication expert.

GM QuickDecision
Changing the way quantitative market research has been done. AI- & Mobile-driven. As disruptive as reliable.

Co-Founder Inuit Research

Doing conjoint & discreet choice modelling studies from early in his career across all kind of categories.

Founder & Owner The Cooperative 

Adds new perspective to any problem, challenge, solution or execution.

Strategist & Artist at Large

Hybrid thinker & culture enthusiast passionate to Inspire & empower people, businesses, brands.

Strategist at Large

Obsessed with data & martech. Always an eye on feasibility. Also connects naturally to Gen Z.

Strategist & Meditation Teacher 

Highly creative intuitive problem solver. Deeply reflective & spiritual. With deep understanding on human's motivations and desires.

Founder & Owner Alternative

Specializes in brand growth & strategy, works heavily with start-ups on their growth, loves 0 to 1 work.

Founder Chopword

Brings linguistic, cultural and creative perspectives to any branding challenge.

Founder Small Creative

British creative, director, producer, photographer and artist with extensive experience in China and SEA.

Founder ffand.co

Brazilian-German creative director who turns truthful insights into ideas that find their relevance in society.

Design Researcher & Strategist

A Japan-based multilinguist who specializes in navigating through cultural nuances and identifying consumer pain points.

Founder Convo Research & Strategy

As ethnographer, she creates immersive learning environments & develop deep insight to stimulate strategic conversations.

Co-founder of ASM Squared 

Jakarta-born German who found his

way back to Indonesia after a sensational strategy career in Europe.

Founder of Shokunin Marketing

NZ-based expert in marketing strategies for sustainable growth P&G alumnus in love with consumer marketing.

Strategist at Large

Global marketing strategist keen on moderating between cultures and making things happen.