Meet Fred.
He's hard to miss. But who is he, what does he stand for — and what has he got to do with us?
Find Fred to win
He's hard to miss. But who is he, what does he stand for — and what has he got to do with us?
Find Fred to winHe shows up in our brand book, on our walls and (if you've ever spotted him at MAD//Fest) possibly standing next to you at the bar.
Fred isn't just a mascot. He's a walking metaphor for everything StrategiQ stands for.
His name is a play on the word 'thread'. Fred is a figure wrapped entirely in orange thread, woven together from head to toe. He's the physical embodiment of an idea that runs through everything we do.
Fred woz here. MAD//Fest 2026.
Because thread is what holds things together.
At StrategiQ, we call it the Orange Thread — the single, connecting idea that runs through everything we do for a client. From the first strategic conversation to the last line of code. From the brief to the campaign. From the data to the creative. From the boardroom to the consumer.
The Orange Thread is how we make sure nothing gets lost in translation as a brief moves through the agency — through strategy, brand, performance, technology. It's the through-line. The organising idea. The thing that keeps every decision connected to the one before it.
Fred is what that looks like when you give it a face. And a very good outfit.
Because most agencies lose the thread.
Not deliberately. But briefs get handed over. Teams change. Priorities shift. And somewhere between the strategy deck and the final deliverable, the original goal gets diluted, distorted or forgotten.
We built Fred to remind ourselves (and our clients) that the brief never ends. It gets woven into everything. Every creative idea. Every line of code. Every data point. Every person it touches in the agency. The thread runs through all of it.
"A single thread can be cut. But woven together, the right services become the fabric of a brand that can't be unravelled, no matter how competitive the market."
— Nick Wells, Creative Strategist
Big agency experience. Independent agency attitude.
StrategiQ finds the thread that connects your business, brand and technology — to help you build a lasting legacy. An award-winning team of 60+ thinkers, strategists, creatives, marketers and technical experts based in London and driven by strategy.
Explore our workStrategiQ's thread is stronger than one single service line and one single person. We believe marketing works best when it's woven together. When the thread (your brief or business need) is woven into every creative idea, every line of code, every data point and everyone it touches across the agency.
What we doSpot the clues around the Truman Brewery venue which will hint where he might be.
Scan the QR code to learn more about Fred.
Track down Fred as he roams the MAD//FEST festival floor, talks and bar areas.
Snap & share his whereabouts on social.
And you could win lunch at The Ned!
One lucky winner will win a Kaia Brunch for four at The Ned London. Ends 11:59pm on Sunday 12th July 2026. See full Terms & Conditions.
Want to find the thread in your business? If you've got a brief, or the beginnings of an idea — we'd love to hear it.
Drop us a message.