James Sandwith founded the company in 2001 to offer brand, identity and marketing services. These consulting services were always intended to remain a small part of a broader vision of advisory work, research & development and product sales. The company has entered into a number of joint ventures, sometimes with clients, to develop brand-related commercial activity. Over the years we've invested in and formed teams:
1. to launch a street fashion enterprise — beWARE.
2. to develop entertainment interface and product concepts in partnership with university hothouses / spin-offs — beINVENTIVE.
3. to create an interactive service introducing you to independent musicians and artists. Find new music, download it, build your playlists, and use our sophisticated networking & messaging services to meet people and in turn discover more music. beLOUD was no ordinary online jukebox.
4. to create and bring to market a range of accessories for Apple's iPod that offered greater convergence between mobile communication and mobile entertainment sectors — beCONNECTED.
The intellectual property behind these projects was either owned outright by beBRAND or by majority stake. There are other third party initiatives in which we have minor interests. beBRAND is one business, but a portfolio of brands.