By combining strategic brand-building with ambitious creative execution, SIDE ST and A LINE are showcasing how agencies with distinct expertise can work together to create compelling and strategically sound identities.
In the world of branding and design, collaboration is often the key to unlocking transformative creative work. But what happens when two agencies, each with its own unique expertise, collaborate on a single project?
The partnership between SIDE ST and A LINE on Rotate offers a compelling case study on how strategic branding and creative execution can complement each other to create a brand that is both visually striking and strategically sound.
Complementary expertise
SIDE ST, founded by Maor Ofek, specialises in strategic brand-building for early-stage companies, ensuring startups establish a clear market position rooted in rigorous research, while A LINE, co-founded by Nick Monkhouse, is a global brand studio known for its ability to bring ambitious creative visions to life.
When SIDE ST began working with Rotate—then known as Armoz—the company was still in stealth mode. Ofek explains: “We worked with the founders to define their positioning in the cybersecurity space and built the initial brand strategy.
“Once the foundation was in place, with a clear focus on building a customer-first approach, it was clear to us that we needed a creative partner with experience working with global tech-consumer brands, especially someone deeply involved in Bay Area culture.”
This is where A LINE entered the picture. The two agencies recognised that their skill sets complemented each other, with SIDE ST driving strategic research and A LINE translating that research into a powerful creative identity.
Monkhouse emphasises the importance of this alignment, saying, “SIDE ST had already been working on the strategy fundamentals, so some great directional research and thinking were already locked in as we started to think about the brand.
“Since our goal was to make the process as collaborative as possible, we took this work as the jumping-off point.”
The collaboration in practice
Rather than working in silos, the two agencies built a workflow rooted in trust, transparency, and alignment. Weekly check-ins, shared work sessions, and open communication channels allowed for real-time feedback and iteration.
Ofek outlines two key aspects that ensured the partnership was successful. “First, setting expectations and defining clear roles, then making sure the client understands who is responsible for what and who they should approach for different needs,” he says. “Second, and just as important, is respecting each other’s expertise and accepting different opinions and responsibilities, especially in front of the client.”
Monkhouse echoes this sentiment, believing that “everyone trusted each other to bring our A-game, meaning we avoided the territorial aspects that can sometimes affect these projects and instead focused on leveraging our collective superpowers.”
The benefits of a dual-agency approach
So why might a startup—or any company—benefit from working with two specialised agencies instead of one full-service agency?
The collaboration between SIDE ST and A LINE demonstrated how diverse perspectives can enhance creativity. By drawing insights from multiple industries and markets, the partnership led to a brand that was not only globally relevant but also deeply attuned to its target audience. This cross-industry approach ensured that Rotate’s identity resonated on a broad scale while maintaining a distinct and meaningful connection with its core consumers.
Specialisation also played a key role in the project’s success. SIDE ST’s expertise in market research and strategic positioning provided a solid foundation, ensuring Rotate was built on a deep understanding of its audience and competitive landscape. Meanwhile, A LINE translated that strategy into a compelling and differentiated brand identity, proving that strong execution comes from the right balance of analytical insight and creative expression.
Beyond strategy and creativity, agility in decision-making sets this collaboration apart. Unlike larger agencies that may be bound by more rigid structures, the combined team was able to move quickly and iterate efficiently. This adaptability was crucial in aligning with the fast-paced nature of startup environments, allowing Rotate to launch with a brand that was not only well-researched and beautifully designed but also responsive to real-time market dynamics.
Addressing challenges in multi-agency partnerships
While the benefits of agency collaboration are clear, working with another team isn’t without its challenges. To navigate potential roadblocks, Ofek and Monkhouse stress the importance of establishing clear ownership of responsibilities.
As Monkhouse puts it, the goal is to be “complementary forces, not competing voices.” Defining roles from the outset ensures that each agency can play to its strengths without overlap or confusion.
Radical transparency is another key factor. Both agencies were upfront about their capabilities, openly acknowledging their strengths and the areas where they relied on each other. This honesty fostered trust and allowed for a more seamless collaboration, preventing misalignment or miscommunication down the line.
Respect for specialised knowledge further strengthened the partnership. Recognising that each agency brought unique expertise to the table ensured that decisions were made with a high level of confidence and mutual appreciation. Rather than stepping on each other’s toes, they leveraged their individual skills to create a stronger, more cohesive outcome.
Above all, a shared focus on the client’s best interests kept the collaboration on track. By prioritising the project’s success over individual recognition, both teams maintained a unified front, ensuring that every decision served the brand’s long-term vision rather than personal or agency-driven agendas.
SIDE ST founder Maor Ofek
A LINE co-founder Nick Monkhouse
The future of agency collaboration
Looking ahead, both Ofek and Monkhouse see specialised partnerships as the future of agency work. Rather than trying to be everything to everyone, agencies that join forces in smart, strategic collaborations can provide clients with a higher level of expertise across branding, design, and execution.
Monkhouse notes: “The future of agency work isn’t about massive, one-size-fits-all organisations –it’s about dynamic, specialised partnerships that can rapidly assemble the expertise a project requires.” This model, particularly beneficial for startups, allows brands to work directly with top-tier talent while avoiding the complexities of large agency structures.
For Ofek, the Rotate project reinforces the power of research-driven strategy as the foundation for any creative endeavour. “Strategy and research coming together to solve business challenges is what makes branding truly impactful,” he says. “It ensures that the creative decisions we make aren’t just visually compelling but are deeply connected to the audience’s needs and business objectives.”
For agencies considering similar partnerships, the key takeaway is clear: collaboration works best when it’s built on trust, transparency, and a shared commitment to excellence.
