Honeycomb Strategy appoints Lyla Thorn to amplify growth and refresh brand identity

Honeycomb Strategy has appointed Lyla Thorn as marketing and content manager, signalling its strategic growth and a major brand refresh that highlights its innovative approach blending behavioural science and AI to support leading brands.

Honeycomb Strategy has appointed Lyla Thorn to the newly created role of marketing and content manager, signalling a strategic move to boost the consultancy’s industry profile and accelerate its growth initiatives. Thorn’s mandate will see her working closely with founder Renata Freund and operations director Jac Nguyen to refine Honeycomb’s brand positioning and amplify its communications. This appointment comes as the eight-year-old consultancy aims to step out from being “the industry’s best-kept secret,” according to Freund, who emphasised that Thorn’s creative energy and marketing expertise will be pivotal in driving the firm’s growth strategy forward.

Thorn brings nearly a decade of diverse experience to Honeycomb, including two years in South Korea where she worked as a social media strategist and graphic designer with Gunther Consulting. She also served as a senior marketing executive at ICON. Recognised as one of Australia’s top 10 social media directors, Thorn recently completed AWARD School, where she won the online radio brief and was featured twice on “the wall.” Her unique background blends marketing acumen with design prowess, placing her at the intersection of creativity and strategic thinking. Upon her appointment, Thorn expressed excitement about joining a “people-first” organisation and her eagerness to help strengthen Honeycomb’s brand and share its story within the wider industry.

This appointment follows a period of positive momentum for Honeycomb Strategy. The consultancy recently delivered its Digital Insights Series keynote at iMedia’s Future of Marketing Summit, showcasing findings from its self-funded Science of Loyalty study, which explores behaviourally informed loyalty programmes and is set for imminent release. Earlier in the year, Honeycomb hosted its Behavioural Science Masterclass, designed to equip 20 senior marketing and insights leaders with practical tools to integrate behavioural science into their strategies. These initiatives highlight Honeycomb’s commitment to blending market research, behavioural science, and artificial intelligence (AI) to support leading brands in areas such as product-market fit, go-to-market strategies, and brand positioning.

The company has also been proactive in evolving its brand identity to reflect its growing stature and innovative approach. Honeycomb recently unveiled a refreshed brand identity featuring a modernised logo and a new colour palette that includes pink, alongside updated typography. Developed collaboratively with design partner Canyon, the rebrand seeks to visually communicate Honeycomb’s commitment to combining research, behavioural science, and AI technology. Founder Renata Freund noted the importance of this evolution in ensuring clients recognise Honeycomb’s approach in every interaction. This brand refresh is Honeycomb’s first since its inception in 2016 and aligns with a phase of client growth, operational momentum, and planned senior hires.

Complementing its marketing and branding efforts, Honeycomb has continued expanding its strategic team to support a growing client base. Recent appointments of senior strategy consultants Jackson Humphries and Angus McLardie bring extensive qualitative and quantitative research expertise. Managing director John Bevitt emphasised their significance in maintaining day-to-day client success and embodying the consultancy’s culture and values.

Honeycomb’s focus on trust and data privacy also remains a critical part of its offering. Its recent report, ‘Brands Beyond Breaches 2024 – A Brand Playbook for Privacy Protection,’ revealed that Australian consumers prioritise transparency around personal data handling. With 90% demanding openness and 75% favouring privacy over personalised experiences, Honeycomb’s research highlights the increasing scepticism towards undisclosed data usage. The report underscores how breaches can lead to significant customer churn, reinforcing the importance of brands being proactive and transparent to maintain consumer trust.

Honeycomb Strategy has received industry recognition for its workplace culture, ranking among The Australian’s Top 10 Best Places to Work (Small Organisation and Ethnic Minorities) for 2025, and earning finalist slots at the B&T Awards’ Research Agency of the Year in both 2022 and 2023. The consultancy’s focus on innovation, underpinned by behavioural science and AI, positions it well within the evolving landscape of marketing and research services.

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Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
10

Notes:
The narrative is recent, published on 15 September 2025, with no evidence of prior publication or recycled content. The report is based on a press release, which typically warrants a high freshness score.

Quotes check

Score:
10

Notes:
No direct quotes are present in the narrative, indicating original content.

Source reliability

Score:
8

Notes:
The narrative originates from Mediaweek, a reputable Australian media industry publication. However, the absence of direct quotes and reliance on a press release may limit the depth of verification.

Plausability check

Score:
9

Notes:
The claims about Lyla Thorn’s appointment and her background are plausible and align with her professional history. The narrative lacks specific factual anchors such as dates and institutions, which could enhance credibility.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is recent, original, and sourced from a reputable publication. The absence of direct quotes and specific factual anchors slightly limit verification depth, but overall, the content appears credible.