Emotive Brand was born out of a belief that the brands that make you feel are the ones that move you to action. This founding tenet arose from real, hands-on experience.

In 2009, Tracy Lloyd and Bella Banbury had the guts and heart to not only start an agency, but ignite a movement to change how brands communicate. What those early days lacked in glamor, they made up for in joy–and grit.

Emotive Brand’s first home was more warehouse than studio, complete with broken glass, no heat, and a single bathroom that was also somehow the kitchen. Yet executives from some of the world’s most iconic brands not only loved their time there, they kept coming back for the kind of collaboration that leaves you feeling lighter, brighter, and ready to take on the world.

Tracy and Bella’s fundamental premise was that if you could define the emotion you want people to experience, clearly express why your brand matters, and evoke those feelings at every touchpoint, you could generate a flywheel of enduring connection and impact. 

This strategy was never limited to crafting clients’ brands. The Emotive team lived and breathed the philosophy, with consideration for every client interaction–from a mid-meeting tequila shot to greeting clients at the ferry with Blue Bottle coffee in hand. Bella explains, “When people came to our office, we wanted that to be the best part of their day. We wanted it to be an experience beyond what they could imagine. It was this balance of incredible preparation, polish–”

“And, you know, personalization for each client,” Tracy interjects, with the easy rhythm and warm spark that defines their partnership, best-friendship, and Emotive Brand.

Tracy continues, “Let’s be real, though—emotion is not what brings most clients to our door. They come to us for solutions to complex, mission-critical business problems. But to dismiss emotion as fluff is an often fatal mistake for brands. After all, regardless of what you’re selling, every buyer on the planet is human. And feelings happen to be a very powerful element in breaking through and connecting with humans to motivate decision-making.” 

From day one, they left the status quo—where logic overshadowed emotion—far behind. The ripple effect of Tracy and Bella’s connection and conviction extended outward, attracting a crew of whip smart strategists, designers, and innovators who were just as passionate about balancing head and heart. 

Over 15+ years, each individual has contributed new insight, originality, and inspiration. Together, Tracy, Bella, and team discovered–again and again–the enormous power of emotion to move people, advance ideas, and grow businesses. Never complacent, Emotive has continuously shaped and refined their approach, learning which strategic and creative components catch fire and which fizzle out.

Tracy and Bella’s vision for a different kind of agency became a reality and, thanks to the resilience of Emotive’s purpose and people, it has endured. There were stretches of economic uncertainty and political upheaval, when the agency learned to adapt and respond to changing client needs. And when COVID chaos descended, they found new paths to connection no matter the distance.

Through it all, they refused to compromise. Emotive has helped industry heavyweights and disruptive upstarts find their footing and seize opportunity, whether that’s rebranding after an acquisition or shaking things up in a market shift. Holding steady at the center of the work is a unique focus on what Tracy and Bella call “Good Growth”—growth that’s transformative, sustainable, and most importantly, human.

As founders and friends, they’ve built a remarkable legacy of powerful brands through exceptionally collaborative partnership, with impact that expands what’s possible for clients’ businesses and people. 

The movement they kicked off in 2009 continues to expand and unfurl, more resonant than ever. With the rise of emotionally intelligent leaders who center purpose and seek to catalyze change, Emotive Brand is poised to help bridge meaningful emotional connection and measurable business success like never before. 

Guiding their teams and clients into the future, the two are as united, committed, and inspired as ever. Playing to each other’s strengths and bringing out the best in the talent, leaders, and brands drawn into their orbit. Thankful for all they’ve learned and achieved, and everyone who contributed along the way. As they look ahead, Tracy and Bella know–and feel–that the best is yet to come. 

“Tracy is fearless and so unique—she becomes the CEO Whisperer, with a way of telling them what everybody else is too scared to say. She can deliver truth to people who are often shielded from it. She does it from a place of strength and a foundation of having done the work, but once she breaks through, trust is earned and the relationship is locked in. Amazing.”
–Bella

“Bella is the glue that keeps it all together at Emotive Brand. From the day she put on the CEO hat, she made shit happen. We all know there would be no Emotive Brand without her because she figures out the hard stuff, enabling every single one of us to deliver easier and faster. She’s operationalized how we work so we can do better work for our clients. As her partner in crime and co-founder, I feel like with her beside me, there’s nothing we can’t do together.”
–Tracy

 

Fin.