I make the complex, clear
- and the clear, powerful.
You know how brand strategy can feel like guesswork—slow, abstract, full of fluff and big words that never get used again?
We do the opposite. We simplify complexity and build strategy that aligns teams, sharpens positioning, and actually gets used—on every platform and in the real world.
→ CEOs get a sharper story they can rally the business around.
→ Founders get focus without losing soul.
→ PE firms get positioning that builds value.
→ Agencies get firepower that fuels better creative.
→ Marketing leads get language that lands.
The work is tight. The thinking is fast. The outcomes are clear.
No guesswork. No bloated decks. Just the clarity you’ve been chasing.
Every client is a partner, every brief is fresh, and every challenge is an opportunity to build something better.
Colin Downing
The Steelworks
3/13 Coles Avenue, Mt. Eden
Auckland 1024, New Zealand
+64 9 35 85 692
colin@friction.co.nz
Linkedin
Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.
It all starts with a conversation. © Friction 2025