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We help organizations uncover what drives their audiences—then craft messages, tools, and communication campaigns that meet people where they are and move them to act.
Grounded in behavior-led research,
our work turns insight into meaningful change.
MARKET-READY
PROTOTYPES
We turn behavioral insights into tools, messages, and formats that resonate—using rapid prototyping and real-world testing to find what truly connects with your audience.
CAMPAIGNS
From concept to rollout, we design campaigns that move people—grounded in behavior, culture, and what matters most to your audience.
BRANDING &
IDENTITY DESIGN
We craft brand identities that reflect your purpose, resonate with your audience, and stand out with clarity, meaning, and emotional impact.
PUBLICATIONS
From research reports to toolkits and zines, we translate complex ideas into beautifully designed publications that people want to read—and act on.
FILM & PRODUCTION
We produce powerful, human-centered content—from short films and docuseries to podcasts and webcasts—that gives voice to lived experiences and inspires real connection.
ANIMATION
We use motion and storytelling to explain, engage, and inspire—simplifying complex messages through custom-made animation with heart.
APPROACH:
THE SIDEKICK LENS
Established in 2014, Sidekick brings together former journalists, designers, and architects to decode how people think, feel, and act across the Asia-Pacific. Grounded in local knowledge and led by local voices, we’ve adapted the human-centered design approach into our own signature method—The Sidekick Lens™—a behavior-mapping framework that listens differently and designs for real life.
Deep listening & Narrative Unpacking
JOURNALISM
We approach people like journalists—curious, open, and without assumptions.
What it gives us:
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Emotional truths and decision rationales
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The why behind behaviors that data alone can’t reveal
DESIGN RESEARCH
Ethnography & Journey Mapping
We go where people are. We observe. We prototype. We invite participation.
What it gives us:
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Real behavior, not just intention
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Patterns across environments, routines, and decision points
ACTION-
READY
Translating insights into clear, relatable messages, and creating safe, collaborative spaces where people can explore new ideas and reflect on what change means for them.
What it gives us:
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Insights that stick
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Confidence and ownership among the people we’re designing with
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Action-not just awareness
BEHAVIORAL SCIENCE
Nudges, friction, habits & social proof
We work with behavioral scientists to apply evidence-backed strategies that aligh with how people actually make decisions
What it gives us:
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Grounded, ethical behavior change strategies
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Subtle but powerful shifts in action
OBSERVE WHAT'S REAL
MAP WHAT MATTERS
FEATURED WORK
Bridging the Generational Divide Through Behavior Change
Age Inclusion & Workplace Engagement
Turning a Viral Movement Into a Lasting Platform
Gender Equality & Social Norms | Digital & Brand Development
East & Southern Africa | UN Women ESARO
Animation & Brand Toolkit
Thailand & Cambodia | Internews
Research, Strategy & Capacity Strengthening
Cambodia | Internews
Youth Behavior Research & Campaign Strategy
Get in Touch
A storyteller with over 20 years of experience in behavior change communications, policy advocacy and social impact. I lead a team that listens deeply, asks the right questions, and designs communications that truly connect with people.
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