We don't think of SoCo as a brand. A brand is something you present. An entity is something you are expressed through decisions, relationships, and behaviour, not just how things look or sound.
This page is our attempt at showing that plainly: not a polished "about us," but an honest account of SoCo across the eight elements that make up how we understand identity. Some of these are strong. Some are still being built. We're showing both, because pretending otherwise would contradict the whole point of doing this.
This lens comes from the Entity Identity Framework, developed by Judith (Juju) Marie Ortiz through her practice, Tatak.
Click on an element to explore
Values + beliefs
Community
Narrative + storytelling
Visual language
Global responsibility
Digital citizenship
Learning + adaptability
Accountability + integrity
Values + beliefsOur ethical compass; how decisions get made
body before output
truth before polish
kinship before transaction
They're not aspirational — they're the actual sequencing rule for how work happens here.
Practically, that shows up as:
Impact lives in relationships, not transactions. Success isn't measured by output alone.
Practice-agnostic, industry-agnostic problem-solving. SoCo doesn't assume every culture problem belongs to HR, comms, or strategy by default — the problem determines which practices get involved, not a predetermined professional lens.
A refusal to let "decolonised" mean vague. SoCo is explicit that ethical practice still has to produce commercially usable outcomes — this isn't values instead of competence, it's values as competence.
CommunityWho we are in relationship with
SoCo is structured as shared infrastructure, not a firm with a founder and staff. Three communities served differently, not identically
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Consultants
The Hatufu.
Each one brings their own distinct disciplines, lived experience, and bodies of work, connected by a shared vision as the common ground rather than by reporting into one central methodology.
Interested in working alongside us?
Join the hatufu » -
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Organisations
Who want to reconnect. Working through culture problems.
Interested in working with us?
Explore our offering » -
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Community
People who want genuine connection without an extractive price tag.
Want to connect with us?
Explore our events »
Narrative + storytellingHow we communicate meaning
Visual languageHow we express ourselves visually
Global responsibilityOur commitments to people and planet
Digital citizenshipHow we show up online
Learning + adaptabilityHow we evolve and improve
Accountability + integrity