The intersection of
Business and Brand

We believe strategy is only valuable when it drives decisions. That means being clear enough to align teams, practical enough to implement, and flexible enough to adapt as conditions change.

We work at the intersection of business strategy and brand strategy because the two cannot be separated. Internal alignment without external relevance creates efficient irrelevance. External positioning without internal capability creates promises you cannot keep.

Brand is not fixed. It evolves as your business evolves. Our role is to provide the clarity and frameworks that let you adapt with intention, not by accident.

Our Story

Strategic Work.
Now Formalised.

FutureState™ Agency grew from strategic work we’d been doing for more than 20 years through Caramel Creative. The frameworks, the facilitation, the upstream focus on clarity: this work always existed alongside the creative execution.

What became clear was that strategic clarity and creative execution require different structures, different conversations, different expertise. Clients needed space to work through business and brand strategy before engaging creative partners. Leadership teams needed facilitation that wasn’t tied to implementation.

FutureState™ Agency now operates independently, focused entirely on the strategic foundation work. Caramel Creative remains an execution partner, one of several we work with depending on client needs.

Why FutureState

We deliver clarity. Our frameworks are designed to be used, not filed. Our workshops produce outcomes, not just discussion. Our strategy work shapes how organisations operate, not just what they say.

We work upstream because that’s where the most important decisions are made. We help you get those decisions right before time, budget and momentum are spent on execution.

The Result:

Less waste, faster alignment,
better outcomes.

Our Focus

Leaders Navigating Change

We work with founders, CEOs, CMOs and boards who understand that clarity drives performance. At moments of significant change: growth, transformation, repositioning, mergers and acquisitions integration (M&A) integration, market entry, exit planning.

Sectors we work with
  • Luxury and lifestyle brands
  • Technology, health and science
  • Property and development
  • Hospitality and travel
  • Government and public sector
  • Financial services and wealth management
  • Professional services
  • Education and not-for-profits
  • B2B enterprise and manufacturing
  • Consumer brands and retail
  • Sports and events
Our Geography

We operate across Australasia and global markets. More than 20 years working with organisations across the Australian Eastern Seaboard, Malaysia, Singapore and beyond.

Leadership

Aaron Lee

Co-Founder & Principal Strategist

Aaron Lee is a strategist and brand advisor with more than 25 years guiding businesses through transformation, growth and repositioning. As Co-Founder of FutureState™ Agency, Aaron works with leadership teams to align business strategy with brand positioning at moments of significant change.

Aaron has worked across Australia and internationally with emerging ventures, family businesses, government organisations and ASX-listed firms. His experience spans property, architecture, design, professional services, hospitality, automotive, finance, education and not-for-profit sectors.

Aaron's approach is built on the principle that clarity precedes creativity. He helps leaders understand their current state, define where they need to go, and build the frameworks to get there. His work focuses on aligning strategy, structure and positioning so organisations can move forward with confidence.

Whether reshaping a legacy brand, defining a new operating model or preparing for market expansion, Aaron brings commercial focus and strategic rigour to every engagement.

Cara Lee

Co-Founder & Strategic Operations

Cara Lee is a strategist and facilitator who brings operational precision, creative thinking and commercial intelligence to every engagement. As Co-Founder of FutureState™ Agency, Cara guides businesses through brand repositioning, business restructuring, communications alignment and market refocus.

With national and international experience across property, design, architecture, hospitality, automotive, professional services, education, finance and not-for-profit sectors, Cara works with both start-ups and established enterprises. She understands how to bridge strategic thinking with practical execution.

Drawing from her background in interior architecture and years in agency leadership, Cara understands how creative and commercial forces interact. She ensures FutureState™ engagements remain aligned, on brief and outcome-driven.

Cara acts as the link between strategy and delivery. Her leadership brings momentum, clarity and structure to complex projects, ensuring the path forward is both clear and achievable.

Collaboration

Subject to strategic recommendations, Caramel Creative can then be engaged to assist with execution.

Every Caramel engagement is led by our permanent team and tailored with a hand-picked group of senior specialists.

We draw on designers, filmmakers, photographers, copywriters, web developers and market researchers we know well, selecting the right mix for the brief. This model keeps quality high, thinking sharp and delivery efficient.

You get a team sized to the task, a single point of contact, and seamless execution from first idea to final handover.

We curate expertise at the right time across design, motion, digital and content to deliver thoughtful, effective work with high standards of craft, efficiency and accountability.

 

Partners

Execution Through Trusted Partners.
We define strategy. Our partners execute it.

We work with specialist partners for implementation:

  • Digital and brand execution
  • Technology implementation
  • Content production
  • Media and communications
  • Change management

You get strategic clarity from us. Execution expertise from proven partners.