True innovation comes from creativity – solving problems in new and unexpected ways to find the larger opportunities and tap into the deeper emotional tension points. However finding these tension points takes cultural foresight and future forecasting, which is where SOON Future Studies and our in-house creative and strategy teams come in.

In order to solve problems at the pointy end of culture, it takes insightful direction, context and a diversity of minds. At LABS we utilise this thinking to elevate our ideation, tapping into our network of cultural specialists, experts and consumers for deeper understanding of the problem and a diversity of perspectives for a solution. Who is better to innovate for early adopters than early adopters themselves?

There is no one way to innovate. Which means we look at a wide variety of creative solutions that are stress-tested, assessed and prioritising before moving forward. We also take into account the commercial viability of a problem by assessing whether, after rigorous interrogation, it’s meaningful or painful enough to enough people that a solution is a net positive for all involved. We use a mixture of new school methodologies to test out Product Market Fit and robust quantitative consumer concept testing to validate our concepts before wrapping a brand around them.

Building culturally relevant brands has always been part of the TABOO DNA and it’s within LABS that the foundations are laid. From naming, logo design and brand positioning, we construct a powerful brand that amplifies the conceptual solution and connects with the cultural zeitgeist, ready to scale.

Finally we make the concept a reality – give it life. Using TABOO’s signature style we create something truly relevant, disruptive, distinct and true to our newly created brand. Not only because we can but because that’s what it takes to win the long game in innovation.