We’re radically human. Our relationships are not fleeting but enduring. Our work is not loud, but it resonates. We challenge gently and guide boldly. We bring empathy into structure. And warmth into momentum.
Our why
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We didn’t set out to build an agency. We built a way of working - one that clients return to across decades, roles, and industries.
What began as a shared instinct between us - to listen before we act, to go beneath the surface, to stay curious - became mu-ms.
Named after the Danish word for something delicious, right, quietly satisfying, "mums" reflects how we work. Present. Attuned. Intentional. Not loud. But lasting.
The creative duo behind mu-ms
At the heart of mu-ms are Julian and Louise. For over 17 years, they’ve collaborated with companies like Pandora, Matas, Genmab, Novo Nordisk, and WSA – forging relationships rooted in trust, creativity, and impact. Whether shaping brand strategies, leading global events, cultivating internal cultures, or launching campaigns, their work doesn’t just communicate - it connects.
Beyond collaboration
The soul of mu-ms is connection. Lee’s relationship with Julian and Louise is a testament to that. Having collaborated for over 15 years, first as a client across multiple global brands, and now as a creative partner woven into the fabric of our work, Lee’s ongoing presence reflects the kind of long-term trust mu-ms is built on. It’s what happens when creative alignment becomes lasting partnership.
Our ecosystem of collaborators
mu-ms isn’t a fixed team. It’s a rhythm of trust built with collaborators we’ve worked alongside for years. Some for nearly two decades. This ecosystem is what allows us to stay boutique while delivering at scale. From a one-person brand sprint to a global launch team, we can shape the exact mix of skills your project requires. Always curated. Always coherent. Always radically human.
/Louise/ Integrator of brand, experience & connection
Focus: Global events, brand activation, experiential design, set design, internal communication, people & culture.
/Julian/ Creative architect of story & presence
Focus: Brand, product, digital expression, film, storytelling, strategic creativity.
/Lee/ Strategic catalyst of vision & direction
Focus: Corporate strategy, brand architecture, narrative clarity, creative direction, range & product design.