Image Alt

Our Story

inspire with purpose.

a boutique brand purpose agency.

When people with passion thrive, our world becomes a better place to live in.

We are on a mission to help people that care about what they do flourish.

We believe that with more purpose driven brands, we can make this world a better place.

We want to create a world where people are inspired by what they do, where people have a strong purpose. And the more people live with purpose, the better our world will be.

Purpose driven brands can make this shift. They can inspire people to believe whole-heartedly in the purpose that underlies their business too.

A lot of companies who care about what they do communicate on a surface level. They talk about how many years they’ve been in business. They speak about their achievements, the awards they won, the quality of materials they use. These subjects communicate to the logical part of the brain.

When we communicate to the logical part of the brain, we don’t inspire loyalty, we don’t inspire action towards a bigger goal. That’s why a lot of people are uninspired, or are price focused.

In order to communicate to the heart, to inspire loyalty, to inspire action, we at way dig deep. We help customers bring their purpose to the surface and show what they stand for. We help them to show their soul. Loyal clients and exponential growth follow brands who truly believe in what they do.

Our customers are bold people. They want to stand out and differentiate themselves. They are people with a strong character who take risks and go beyond their own expectations. They are people that have a motivation beyond themselves.

Since our inception in November 2010, we’ve learned a lot, we learned from our successes, and we definitely learned from our mistakes. We are a small team with big hearts. We don’t know everything, and we don’t do everything, but, we put our heart and soul into the things we do. We put everything on the line because if our customers thrive, we succeed. That’s a win-win for everybody.

To thrive in our community, to make change happen, we need more people with passion.

our beautiful team

ceo, storyteller, content strategist

alexander novicov

Loves to read, run long distances,stand up comedy, learn and attend conferences.


Paul Buckley

Loves travel and design


Michael Edwards

Underwater adventurer, overland explorer, music creator, and dog lover. A creative level-headed family man with an unappreciated sense of humour.

content manager

Genevieve Jones

Exemplary wordsmith and commander of content. Loves art, culture and oat milk.

head of treats and cuddles


Loves treatos, parks, squirrels and sleep.


Mert Can Dogan

Film and Digital Photographer, Coffee Lover, Home Barista, Music, Yoga, Travel

It was pleasure to work with Alex. He was always helpful and always ready to explain things I didn’t understand. Very creative person with full of ideas. And the main thing he is really excited about what he is doing.

We have been working with way for four years now. I like them because they are very professional at what they do. They give more meaning and insight to our business.

Alexander is a very hard working and focused individual. He brings a good level of business experience to any project that he undertakes and I would be happy to recommend his services.

Since working with Alex we have a clear brand and purpose which has helped us generate fantastic business.

We have worked with Alex on & off for the past 4 years on our digital marketing with some very good results.

Alex is very reliable. On the creative side he thinks outside the box and has the courage to back up his ideas.I predict he will go far.

Some of the happiest people are those who don't think of their job as a "job" but as a way of doing what they like most. That is why Alexander is probably the best social media marketer!

He loves what he does and therefore always delivers excellent results. If one has any queries regarding social media or digital marketing Alexander is the person to talk to.

Working with way is a win-win situation for all parties involved. Highly recommended!

Alexander in four words: “Gets the job done”

He is a calculated risk taker, pragmatic leader and realist who seems to grasp ideas holistically whilst still taking note to the more acute details.

Yevheniia Weremiuk Managing Partner

Arthur Caruana Managing Director

Roy Castleman Managing Director

Annie Gladwell Business Development Manager

George Zambas Pizza Express

Wayne Lewis Direct Access Barrister at Access Lawyers

Katerina Kastritou Marketing Executve

Bianca Allery CMO at 3CX

Michalis Maimaris Certified Business Trainer | Certified Management Consultant (CMC)

Michael Virardi Speaker. Trainer. Author.

Marcos Komodromos PhD, MBA, MCIPR, Founder at 360 Chartered PR Consultants

We are a phone call away or a train away or a flight away from you.