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Freelance brand & creative strategist — UK
Lucas Jeffcoate
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7 yrs · agency-side strategy
Public sector & commercial
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The gap between what you say and what people actually feel.
That's where I work.
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It comes back as one idea, in one sentence.
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With direction good enough to make things from.
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Then I stay for the bit after launch. Most don't.
See how it works ↓
02 — Practice
Four things
Four things
I get hired for.
Usually one leads. They rarely travel alone.
03 — Work
A person beats
A person beats
an institution.
Every time.
Eight campaigns across policing, defence, emergency services, housebuilding, property, retail and consumer tech. The same finding in all of them: a specific person telling a real story outperforms the brand talking about itself — and outperforms the incentive.
Throw them around. Open one.Tap one to open it.
04 — Own work
Humore.
A product built from the same argument this whole site makes.
AI expanded what people can do. Humore is about knowing what they should do. It's a daily practice built around seven capacities AI can't hand you — framing, taste, attention, connecting the dots, composure, communication leverage, learning speed.
I did the positioning, the naming, the brand, the framework and the product. Then I built and shipped it — a React PWA with an iOS wrapper. It's the clearest proof I can give you that I take a brand from a blank page to something real.
humore.co.uk ↗Today
What are you actually pointed at?
Framing
Taste
Attention
Connecting the Dots
Composure
Communication Leverage
Learning Speed
Active direction
Build the thing only you would build.
The Autonomous Human
05 — Off the clock
I take
I take
photographs.
No brief. No client. Nobody to persuade. Which is the point — it's where the taste gets used instead of explained.
Jeffnix on Foto↗Drag to pan →Swipe →
06 — Start something
Tell me what
isn't working.
It doesn't have to be a brief. A half-formed hunch is a good place to start.
lucas.jeffcoate@gmail.com
LinkedIn ↗
UK