Ladyship Is Intent To Deliver True Value

Rana Brightman, chief strategy officer, and Jemma Campbell, chief creative officer, have decades of combined experience in the industry. Both knew that they wanted to have something to call their own; it was only a matter of the right timing and the right headspace. When Rana’s path crossed with Jemma, the feeling was right: “It was time to take ownership of our future,” says Rana. And so Ladyship was born six months later, a creative consultancy intent on delivering visionary strategy and design to help ambitious brands make a lasting impact. 

Starting a new company necessarily means looking at a blank slate and deciding which past practices to leave behind, and which to embrace or reconfigure. For Jemma, it means doing away with internal complexity; and for Rana, the freedom to be selective and to focus on what matters most: building long-lasting relationships. 

“The gap we fill is in delivering true value,” both say, noting how their boutique size is an advantage for clients. There are no overheads, no excess, just a laser-sharp focus on big ideas that foster emotional connections and drive long-term relevance and value. 

LBB caught up with Rana and Jemma to learn more about their partnership, the challenges facing brands that strategy and design can address, and how they landed on the creative consultancy’s name, Ladyship. 

LBB> Rana and Jemma – congratulations on launching Ladyship. Together, you have a huge amount of industry knowledge and experience – so why did you decide to strike out on your own and launch Ladyship and why now?

Rana> With 20 years of agency experience under my belt, I’ve always loved the variety and energy of this industry. About ten years ago, during maternity leave, I ended up rebranding a friend’s insurance brokerage and creating a grassroots football club. That’s when it hit me—I truly love what I do. I thrive on the challenge and thrill of working with clients, and I knew that one day, I’d have to set up my own business. What held me back for so long? 

Confidence—in myself and my ability. Looking back, I’m glad I waited. Those 10 years gave me time to have my kids, sharpen my craft, grow as a leader, meet incredible clients, and, most importantly, cross paths with Jemma. Why did we set up a year after meeting? That’s a story for another time, but the short answer is simple: it felt like now or never. No more working for someone else’s vision—it was time to take ownership of our future.

Jemma> I wanted to take control of the rest of my career. With the agency landscape shifting so much, it felt like the right time to take charge of my future. As a woman in my 40s, I (unfortunately) didn’t have the rosiest outlook on working for someone else and navigating the politics of big agency life. Rana and I share the same values—doing great work, fostering open client dialogue, and leading with confidence—which made partnering together a natural choice. Ultimately, it’s a mix of personal and professional motivations: taking ownership for ourselves and leading with our clients in a way we know works.

LBB> And how did you land on the name, Ladyship?

Rana> Naming is no small task, and while we had plenty of ideas, we knew it was time to call in a pro. Enter Christian Turner—a naming genius, good friend, and ex-colleague who totally gets us. After sharing our vision and values, we realised it wasn’t just about what the name communicated but how it felt. Plus, let’s face it: every idea we had was already taken in this crowded space.

When Christian came back with a list of 35 names, we were floored. Narrowing it down to a shortlist was tough, but after a weekend of debating, one name stood out—though not how we expected. Ladyship almost didn’t make the cut! It was one of those “off the cutting room floor” moments where we kept coming back to it, testing it, living with it, and finally making it our own.

What sealed the deal? The magic of the suffix -ship. It’s rich with meaning—signifying a state, a skill, and a role. It embodies craftsmanship, partnership, leadership—all the things we stand for. Once we started weaving it into our messaging and values, it felt like it was always meant to be. The boldness and clarity of Ladyship have resonated deeply, and we couldn’t be prouder of the response it’s received.

LBB> Thinking of your past career experience, what were you excited to leave behind versus implement in the way you’ve set up and are going to continue to build your company?

Jemma> I was excited to move away from the internal complexities that often bog down projects—endless layers of consensus-building, formal presentations, and seeking buy-in from people who aren’t directly involved in the work. By removing these barriers, we’ve created a more streamlined process that lets us focus on what really matters: the work itself and helping our clients succeed in their careers through our dedicated attention and partnership.

Rana> This whole journey has been about putting into practice everything I’ve learnt, both good and bad, in the two decades of agency life. From operating with brutal honesty and transparency to being empathetic to clients, colleagues and myself. To not say YES to everything, to feel like your values come second to clients, to not put forward bloated teams because there are targets to hit and overheads to pay. We are free from legacy, no office rent and nothing holding us back. I want to get back to building relationships and helping people where I can because I genuinely want to and not because I have to.

LBB> Right now, you’re very much boutique-sized. Is this an advantage for clients and the work itself?

Jemma> Absolutely. We bring exactly what’s needed to get the job done—no bait and switch from pitch to kick-off. We assemble a team of experts tailored to the project’s needs, rather than relying on benchwarmers waiting to be assigned to the next client. 

Rana> It means we’re able to price our work fairly and competitively because we’re not one size fits all. We’re also working in small teams where myself and Jemma are hands on. Our clients want to see us present and part of it and they get direct access to the both of us.

LBB> What gap in the market is Ladyship addressing, and why do you think it's overlooked at the moment?

Rana and Jemma> The gap we fill is in delivering true value. We price projects based solely on what’s necessary, cutting out any excess. But make no mistake—this doesn’t mean compromising on vision or thinking big. Quite the opposite. We consistently engage in highly strategic conversations with our clients, pivoting and building together in lockstep to achieve ambitious goals.

LBB> What are your areas of expertise and how is your capability oriented towards helping brands solve the main challenges facing them?

Jemma> As a strategy and design partnership there are clear skills and capabilities we bring to the table. Rana began her career as a researcher, bringing a sharp attention to detail and a rigorous approach to her work. Her ability to interrogate and refine ideas is evident throughout every project she leads. She consistently thinks beyond the immediate scope, focusing on the future of a brand and crafting enduring, impactful experiences.

I’m a big-picture thinker and systems builder who effortlessly balances macro and micro perspectives. As a seasoned graphic designer, she leverages communication as a powerful tool across digital platforms, products, experiences, and employee engagement initiatives.

Both of us are highly perceptive and skilled at reading the room. We know when to lead with empathy and when to stay focused and decisive, cutting through distractions to deliver results. It’s this blend of empathy, strategic insight, and decades of experience that enables us to help brands overcome challenges and bring their vision to market successfully.

LBB> ‘Making a lasting impression’ is something you say you can help brands do through visionary strategy and design. Can you expand on this a little bit?

Rana and Jemma> Making a lasting impression means delivering work that’s impactful in the moment yet enduring and deeply meaningful. Through visionary strategy and design, we ensure every element of a brand resonates, fostering emotional connections and driving long-term relevance and value.

LBB> Are there any issues and/or problems that you think brands are paying too much attention to? And are there any that need more attention?

Jemma> Yes, one area that often receives too much attention is internal stakeholder management and approvals. While alignment is important, the focus can sometimes shift too heavily toward pleasing everyone rather than striving for a unified, single-minded expression that truly represents the company’s vision and values.

On the flip side, brands are rightly investing significant attention in AI, particularly its ethical use and impact on humanity. This is a fascinating and critical area that demands ongoing focus. The way businesses collaborate with and integrate AI will require continuous effort, dialogue, and thoughtful innovation to ensure it’s used responsibly and meaningfully.

LBB> Tell us about some of the plans you have for the company – what are the next few months going to look like for you?

Rana and Jemma> We’re gearing up for Cannes Lions this summer, which is incredibly exciting! At the moment, we’re deeply immersed in work for a few clients, collaborating closely with multiple stakeholders, including C-suite leaders. Our priority is delivering exceptional value and impact in these partnerships. We’ll have more to share on these projects soon—stay tuned!