Innovation-driven Growth.

Future Icons

Icons of Desire is an innovation and startup studio. We build our own brands and implement new business models for companies to disrupt the status quo.

We help you unlock value through a start-up mindset and innovation methods, fusing strategy, design thinking and persuasion tactics with human-centred creativity.

You have exceptional ideas, it's up to us to organise them in growth igniting innovation processes. We will help you rapidly build new products and businesses to capitalise on new markets, technologies and behaviours.

Through critical thinking, we explore different ways of navigating innovation and how to implement it successfully within your organisational design, structure and culture.


Our decades of experience spans public and private sector companies with expertise in financial services, tourism, hospitality, government, fashion and consumer products

Make Smarter Decisions

Still using traditional consulting toolkits, teams and frameworks? These tools were made for a past industrial era. They won't work in today's hyper competitive, fast-changing digital universe. We work alongside you to envision a new future using an innovation-led approach to strategy. We then embed growth igniting innovation processes in your organisation.

Build Innovative Products & Experiences

Your customers and employees want to belong. It's more about psychology than technology. Service design, data, web3.0 and AI are critical too but to address your customers' needs, our technologists will craft solutions to solve three of the most important elements in your product success: trust, value and revenue growth.

Empower Employees to Shine

Innovation is not just a new idea but the recombination of existing resources into new patterns and outcomes. Our philosophy is to use the least possible structure to support and inspire your employees and organisation ambitions. We embed agility in your operations, creating the right governance, metrics, culture and modern ways of working. We also do the hard stuff in your projects: de-energise the saboteurs, pacify the bullies and idolise the cool guy.

About Us

Icons of Desire is an entrepreneurial collective of thinkers and strategists; designers, film directors, ex-consultants, agile coaches, data scientists, digital marketers and software developers.We have worked for Amazon, Deloitte Digital, Sky, KPMG, Ikea, Ebay, John Lewis, Lego, Burberry, Tesco, Argos, Aruba Tourism Authority, Marriott Resorts and others.

Discuss your project with us.
Get in touch.

Icons of Desire LimitedKemp House, 160 City Road
London, EC1V2NX
+44 75 3714 1127Company registered in England and Wales.
Number 13513716

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