About Us
We pride ourselves on working with brands who are purpose driven, socially and environmentally conscious and don't sacrifice people or planet for profit.
Our Team
Danielle
Marketing Specialist
Danielle McNaughton is a passionate and results-driven marketer with nearly two decades of experience in the fast-paced world of media and marketing. With a background in major media networks and a proven ability to lead strategic campaigns from concept to execution, Danielle brings both creativity and clarity to every project she touches.
Known for her sharp strategic thinking, exceptional organisation, and collaborative approach, Danielle thrives on empowering clients to turn their goals into measurable results. Her depth of experience spans brand development, campaign strategy, audience engagement, and integrated communications. Whether steering large-scale initiatives or refining tactical plans, Danielle is always in the driving seat—navigating challenges, unlocking opportunities, and ensuring every marketing move delivers impact.
Arna
Founder & Communications Director
Arna Craig is a deeply strategic thinker with a systems-level approach to marketing, fundraising, and brand growth. With experience across AI integration, purpose-led strategy, and high-impact campaign design, Arna brings an eagle-eye perspective to every challenge—connecting the dots between ideas, people, and long-term outcomes.
A natural thought leader with an entrepreneurial spirit, Arna is known for future thinking and bold, values-driven leadership. Her work is grounded in a commitment to community wellbeing, resilience, and opportunity—guiding brands to not only grow, but to do so consciously.
As the founder of Conscious, Arna supports ethical, sustainable, and regenerative brands to scale their impact and tell stories that matter. Whether crafting transformative strategies or shaping cross-sector collaborations, she operates at the intersection of innovation and purpose.
Sarah
Marketing Specialist
Sarah Macklin is a strategic marketing specialist with deep experience across fundraising, nonprofits, agencies, and the business sector. With a sharp focus on impact-driven campaigns, Sarah brings a unique blend of commercial acumen and purpose-led thinking. She has a proven track record in delivering marketing strategies that drive engagement, grow revenue, and strengthen brand positioning across diverse sectors.
Our Values
Auaha — Innovation
We empower brands by dropping the pebble that creates the ripple. We stand out because we do things differently. We go beyond conventional thinking by providing unique solutions and championing original thought. We shape, create, form and innovate.
Kaitiakitaka —Guardianship
We support people that—like us—who are here to kaitiaki this place—leaving the world in a better state than what we found it. We aren’t afraid to stick our necks, standing up for what we whakapono—believe in.
Whakatūturu — Authenticity
We ask ourselves daily how we can change our behaviours to take care of the whenua and our whānau. Our actions are aligned with our impact driven kaupapa.
Whakaute — Respect
We don’t sacrifice nuinga or Papatūānuku for profit. Whanaukataka is at the core of what we deliver— for greater resilience and opportunities.
Haepapa — Responsibility
We take the haepapa on our shoulders of the growth of ethical, sustainable and regenerative brands. We enable a gateway for others to create meaningful change. We are remembered for the way we help our people.
Matakite — Visionary
We have the courage to think differently. To look upto the top of a mauka and think ‘I can climb that’. We’ll find a way to do it! No matter how out of the box.
Want to work with us?
Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story can make all the difference.