I make the complex, clear
- and the clear, powerful.
Helping ambitious brands sharpen their story, voice, and position.
You know how brand strategy can feel like guesswork?
Slow. Abstract. Full of fluff and big words no one ever uses again.
We do the opposite.
We simplify the complex and build strategy that actually gets used—on every platform, in every room, and in the real world.
→ CEOs get a sharper story they can rally the business around.
→ Founders get focus—without losing their soul.
→ PE firms get positioning that builds real-world value.
→ Agencies get firepower that fuels better creative.
→ Marketing leads get language that lands—and lasts.
The work is tight. The thinking is fast.
The outcomes? Clear. Actionable. Aligned.
No guesswork. No bloated decks.
Just the clarity your brand’s been missing.
Every client’s a partner.
Every brief is fresh.
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