LJ Lucas Jeffcoate

Freelance brand & creative strategist — UK

Lucas Jeffcoate

I work with brands and agencies who know something isn't landing, but can't quite name what.

Brand Creative Culture Audience
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7 yrs · agency-side strategy
Public sector & commercial

01

Briefs are guesses. I find the real question.

02

The gap between what you say and what people actually feel.

That's where I work.

03

It comes back as one idea, in one sentence.

04

With direction good enough to make things from.

02 — Practice

Four things
I get hired for.

Usually one leads. They rarely travel alone.

03 — Work

A person beats
an institution.
Every time.

Ten campaigns across policing, defence, emergency services, aviation, asset management, 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.Swipe through. Tap one to open it.

04 — Own work

Humore.

The human side of AI. And the company my freelance work now runs through.

Every company has an AI rollout plan. Almost none have one for their people. Humore helps organisations make the AI transition human — from a first confidential survey to a clear direction for their brand and their people, in eight weeks.

The Human Transition listens, recommends, then sets direction — built for People, HR, Internal Comms, L&D and Employer Brand leads. Every client gets The Practice, the daily reflection app I designed and shipped myself. I founded Humore Ltd and built the method, the brand and the product.

The Human TransitionListenRecommendDirectionHumore TablesThe Practice
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
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↗

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